KUALA LUMPUR: The Malaysian Advertisers Association (MAA) concluded its latest Education Series event, the much-anticipated first of the year, themed “Driving Growth via Customer Data and Artificial Intelligence (AI) driven Personalisation in the Omnichannel World.”
This exclusive members only seminar, curated specifically with Malaysian brands in mind, was held at the One World Hotel in Petaling Jaya recently.
The event brought together regional expertise from the marketing technology (martech) sector to explore the future of data-driven marketing amidst the shifting landscape of policy changes, technological innovations and most critically, the evolution of customer engagement.
MAA president Claudian Navin Stanislaus highlighted that the event was part of the association’s ongoing effort to evolve into a resource and support system for brands and marketers in Malaysia, to cope and compete in this challenging ecosystem.
“We are constantly on the lookout for topics and expertise that are on the fringes or exploratory part of marketing rather than just what’s trending and formats that are more peer to peer, casual and conversational, so that our members have actual actionable paths to consider, or at least know the questions they should be asking,” he added.
The event’s narrative was clear from the onset, to galvanise brands into embracing the transformative power of data-driven strategies.
It highlighted the significance of creating meaningful connections with customers through insightful data utilisation, focusing on harnessing the potential of customer data platforms (CDPs).
It also highlighted exploring the evolution of conversational experiences that can resonate at a deeper level with customers, both essential for mastering the complexities of today’s omnichannel marketing world.
In collaboration with Antsomi and Infobip, the event featured a panel of speakers from both the martech and brands side of the equation that included Serm Teck Choon (co-founder and CEO of Antsomi), Matija Kapic (head of solution engineering Asia at Infobip), Eddie Lee (co-founder of Love18 Chocolate) and Navin, each sharing their unique perspectives on the potential of technology and actionable insights respectively.
Imagine a world where every customer interaction is like a piece of a 3D puzzle: unique, nuanced.
Serm’s presentation highlighted the technique of assembling this puzzle together to create a 360-degree view of each customer, essential for delivering a cohesive seamless omnichannel experience.
To bring this concept to life, he used a compelling case study from Vietnam, effectively showcasing the transformative integration of customer data and AI in curating highly personalised customer journeys.
Antsomi, is a regional martech company with clients in several countries in South-East Asia.
Kapic’s insightful segment delved into the art of crafting engaging conversational experiences that resonate and stick with the customer long after they’ve ended.
Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey.
He emphasised their integral role throughout the customer journey and how technology is evolving to enable the fluidity of the narrative – to one that extends beyond transactional interactions.
A panel discussion brought together industry experts from martech and the brand side of the equation to explore the evolution of customer data management solutions.
It also explored the increasing role of insight-driven customer experiences that underscores the transformation in treating customer data – not just as information, but as a valuable asset that can significantly impact actionable business growth.
The key takeaways distilled from the event highlighted the need for a comprehensive commitment from different stakeholders within an organisation when adopting data-driven strategies.
It is a continuous effort, but the impact on business outcomes, though not immediate, can be significant over time.
The event also illuminated the profound impact of melding CDPs with conversational experience solutions that is becoming increasingly critical for businesses to thrive in the intricate world of omnichannel marketing.
MAA, Antsomi and Infobip contributed valuable insights during this seminar.
MAA will continue to pursue and foster collaboration among brands in Malaysia, with solutions and providers to bridge the gaps in the local marketing sector.
The association will also explore potential applications for innovation and technology in demystifying consumer behaviour and how to resonate with them effectively.
Navin concluded by saying: “This event is not just a forum of discussion, it is the genesis for marketers to elevate their omnichannel marketing strategies, harnessing the power of customer data and AI-driven personalisation.
“The integration of CDPs and conversational experiences marks a seminal shift in the way businesses engage and nurture their customer base.
“From the queries and feedback, not only is there growing interest on the topic, but also that there will be a need to look at regular updates in the area due to the rapid scale of its evolution”.
MAA stands at the forefront of the Malaysian marketing and advertising landscape, championing the interests of a diverse spectrum of brand owners and acting as a unified voice for the industry.