Agenda

As organizations manage the MarTech paradox and navigate increasingly digital businesses, some of the choices made by them could result in build-up of unintended consequences on authenticity, brand relevance and experience - called "experience debt". It is important to know how to embrace the latest marketing technologies in 2020 for elevating Human Experience. Join in to learn from real-life examples and upcoming trends in the world of MarTech.

Marketing technology is the single largest area of investment when it comes to marketing resources and programs. According to a recent study, martech remains a top priority in all marketing budgets. At a global level, budget spend has already gone up to a whopping 29% of the total marketing budget, from 22% in 2017. Knowing which technology to invest in and gaining the most out of existing data, insights and technologies remains crucial to gain the right ROI.

In recent years enterprises have worked hard to modernize and optimize their marketing technology stacks. In most cases, however, silos still persist, and enterprises struggle to provide coherent customer experiences and campaigns across touchpoints. The focus of this session will be to: - Explore key technology pieces that can help you build an omnichannel marketing stack - Understand what kind of technologies to use for different types of use cases - Take a deeper dive into a few emerging marketing technologies including Customer Data Platforms (CDPs) and Journey Orchestration Engines (JOEs) based on our recently released research - Know about key vendors providing these services.

The session examines the new age consumers who are using an increasing range of tools and technologies – from social media to smartphones – to help make more informed purchasing decisions. That evolution is, in turn, transforming marketing into an increasingly technical function requiring new roles in the technology departments of organizations. Speakers explain the most important changes businesses must make to take advantage of technology. The session also focuses on the need to measure results in adopting successful martech strategy.

Sports fans are the ultimate loyal consumer. They watch their favorite teams’ games religiously, engage with athletes and sports media online, deck out in team-branded apparel, and create long-lasting rituals with friends and family. Brands and organizations looking to reach a dedicated community that goes all out for what they believe in benefit hugely from marketing to sports fans.

In this session, we shall hear the story of LaLiga creating a community of 60 million followers and counting. The digital strategy they implemented in the recent years saw LaLiga’s social media presence grow more than any other football competition in the world. Consequently, LaLiga has overtaken the Premier League and NBA — two of its main competitors — in number of Facebook followers.

In the ever-evolving age of digital marketing,marketers are competing against many things: time constraints, a noisy marketplace, endless channels and formats for content, just to name a few. But the most challenging is delivering contextually-relevant content in a brand safe environment. Brand marketers are beginning to see help come from artificial intelligence. The talk of AI and martech isn’t new, but real use cases are now becoming a reality. Let’s explore how a brand can break this clutter and talk to a Segment of ONE.

Artificial Intelligence (AI) will profoundly transform the practice of marketing from conversational experiences to augmented analytics and beyond. The presentation will uncover five most effects AI will have on marketers over the next five years to help marketers prioritise their initiatives.The talk will include the following aspects:
- How marketers are already using AI to support key functions
- The impact AI will have on key roles within the marketing organisation
- How one can get started using AI today

New forms of connectivity such as mobile or wearable devices allow firms to have frequent, low-friction, customized interactions with their customers. Companies now can anticipate customer needs as they arise, or even before. These technologies make many existing business models more successful, but their real value lies in the fact that they enable new ones. Such new, connected business models can be win-win: Customers get a dramatically improved experience, while companies boost operational efficiency. This session is about realising the full potential of company’sexisting martech investment by better aligning it to its customer experience strategy and digital execution.

In the face of audience commoditization, fragmented consumption, always-connected viewers, and ever-increasing consumer expectations, traditional content monetization models are not effective for today’s businesses.
In-depth, extensive insight about each consumer, their habits and their preferred content are invaluable in delivering customized personalized content. To achieve this, enterprises need to democratize their data and make it actionable (insights and intelligence). A customer data platform (CDP) serves both these purposes. Thus, a CDP is a necessary asset for enterprises to not just survive but thrive and win in the new data landscape.

In this session Ujjayani Mitra, Head of Data, ZEE5 and Sandeep Prakash, GM/VP APAC Business, Quaero will cover;
1. CDP – A new breed data * analytics platform
2. Handling volume, velocity and variety of data
3. CDP vs other data solutions available currently
4. Build vs Buy
5. Data governance and privacy
6. Best practices for successful implementation.

For most marketers, AR/VR has been about experimentation and one-off projects rather than a strategic business tool. But a few innovators and companies have harnessed AR to reinvent their business, boost sales and deliver bottom line ROI results. The session will provide some amazing real-world examples of these.

CMOs are under pressure to find the right tools to achieve results based on three customer-centric trends:
- Rising customer preferences for mobile engagements
- Elevated customer expectations for personalized interactions
- Leadership demands for marketing transparency and ROI
Which technologies should CMOs evaluate to achieve this customer-centric model over the coming years?