Program Details

Sparking MarTech Migration + Digital Innovation

Exploring Marketing Leader Strategies, Intentions and Innovations Across Europe, Middle East, Africa and Latin America

Sponsors and Partners:

Sponsors and Partners:

Overview

Building on the foundational findings from the CMO Council’s Getting It Done in 2021 outlook study, HCL – Unica will sponsor deeper exploration with marketing leaders in key regions experiencing economic, geo-political and social challenge and change.

 

CMO conversations will delve into priorities, progress and intentions around the adoption, integration and use of marketing solutions and the degree to which these are impacting growth, relationships, revenue, operational efficiency, campaign effectiveness, talent needs and measurable return-on-investment.

 

In addition to benchmarking the level of marketing technology maturity and receptivity by region, the program will also look at where and how modular, progressive and selective investments in new platforms and applications are creating customer value and boosting business performance.

 

background

Embracing an adaptive, scalable precision marketing system with integrated, end-to-end eCommerce and personalized, omni-channel customer engagement is a strategic priority for global and regional brands as they reach for recovery in a post-pandemic environment.

 

Platforms for localizing, translating and reconfiguring marketing content are part of “the race to project a global face” and the desire to “connect with the local community” as country and regional marketers target, serve and accommodate more diverse socio-economic, ethnic, demographic, cultural, religious and geographic markets.

 

As companies embark on digital transformation efforts to provide unified and personal customer experiences across all touch points and devices, virtually every department in the company is now leveraging marketing technology. Lack of coordination and oversight, however, is leading to escalating costs, security risk, inconsistent customer experience, brand compromise, and business partner frustration.

 

Chief marketers are looking at ways to centralize, protect, share and better use customer data, brand assets, market intelligence and best practice knowledge across their global organizations. Transfer of insight and innovation is seen as a significant competitive advantage and new ways to better inventory, consolidate and access intellectual capital and centers of excellence has become a key component of marketing effectiveness and talent development for both global and emerging growth brands.

 Topics for Exploration:

  • What regional forces and factors (competitive, geo-political, economic, environmental, etc.) are shaping and influencing strategies, spend and market receptivity
  • The degree to which marketers in each region are embracing automation and effectively managing the marketing technology stack
  • Digital marketing campaign successes and failures; deployment learnings and best practice insights
  • What obstacles, challenges or deficiencies are they experiencing in migrating or pivoting to digital marketing platforms and programs with existing budgets and teams
  • What issues or concerns do regional marketers face as regards budget, IT infrastructure, culture, customer sensitivity, privacy/regulatory limitations, brand safety, and management commitment to transformation
  • Innovations in using social, mobile and customer data intelligence to impact brand performance, customer demand and market distinction in their regions

 

Research: Survey & Reports

Learn

Curated Facts & Stats

The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.

Source: WSI World

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.

Source: Forrester

47% of consumers feel that personalization online is invasive — up from 44% in 2021, and this is especially true with AI-powered services.

Source

Companies with solid omnichannel strategies retain almost 90% of their customers, increase customer lifetime value by 30%, and multiply customer satisfaction by 23 times.

Source

Consumers are rewarding brands that make personalization a priority with just over half (52%) saying they will trade personal and preference data to feel part of a brand’s community.

Source

55% of consumers will trade personal and preference data to feel part of a brand's community.

Source

People spend 20-40% more time with companies that message them on social media.

Source

74% of consumers have a favorite brand as it treats them like an individual.

Source
GO TO INSIGHT CENTER TO LEARN MORE

Read

Curated Reading

Program Themes

  • Digital Marketing
  • Market Intelligence Resources
  • Artificial Intelligence