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Main Feature Marketing APAC

MARKETECH APAC launches thought leadership series under future-oriented industry series, What’s NEXT 2023

Singapore – With social restrictions gradually easing down and the world slowly returning to normal, we are now realising the full potential of the phygital world: a space that brings a combination of digital and physical experiences. From SMEs and institutions to large enterprises, this blended experience is being incorporated into their day-to-day operations because of its numerous advantages.

The year 2022 saw the marketing industry flourishing in more ways than one. This includes the rise of influencer and content marketing, the continuous boom of the e-commerce space, and the metaverse getting more known in the digital world, amongst others. But amidst this upward trajectory, there are still challenges that the marketing industry will face and will have to overcome now that hybrid marketing strategies are in place. 

MARKETECH APAC, in its quest to share key trends, insights, and relevant predictions for the preparation of the marketing community for 2023, has brought back its future-oriented industry series – but now much broader and larger to give the community a 360-degree view of what to expect in the coming year. ‘What’s NEXT 2023’ now comprises of four main pillars – article, interview, webinar, and conference –  and to kick the series off, the digital media starts with the launch of its thought leadership article series. 

The article leg of the industry series features the views, predictions, and some tips from various marketing leaders across APAC on different industry-relevant topics for 2023 and beyond. This includes exclusive written insights on integrated campaigns, personalisation, and B2B marketing, amongst others. 

Part of the series is Andrea Chuang, head of marketing for Malaysia-based used car platform myTukar, who will be discussing the importance of integrated campaigns and things to consider in doing these campaigns; and Jan Harling, director of new customer acquisition for APAC at foodpanda, who will be sharing his knowledge about personalised marketing and what brands need to know about their consumers. He will also be providing tips on how media and creatives can work together for their personalisation initiatives, and how to target consumers in a world that’s becoming less targetable. Mark Opao, communications planning partner at Kaspersky, will also be discussing how to balance branding and promotion-led activities.

Check out the initial line-up of published insights by marketing leaders under the series:

Kick-starting the article series, Amperity’s Area Vice President Billy Loizou explained the consequences of having fragmented customer data for businesses. He also enumerated three reasons why a great identity resolution strategy is a must-have for brands.

Click here to read the full article.

In this insightful read, James Campbell, regional manager of SnapLogic for ANZ, stressed why it is important to incorporate intelligent practices into companies’ data integration, how vital it is to leverage modern technology, and how automation helps enterprises deliver and achieve their goals, amongst other things. 

Click here to read the full article.

With tech companies and governing bodies making stronger restrictions when it comes to data privacy, businesses might find it harder to access customer data. In this article, Billy Loizou, area vice president of Amperity, shares how you can empower your business despite the stricter privacy rules, unlock the value of customer data to drive growth, and use ‘messy’ data to make the year 2023 for your business a success.

Click here to read the full article.

At present, B2B marketers still believe that they should always talk about how ‘good’ their products and services are. Donovan Chee, head of marketing and communications for SEA at Bureau Veritas says that marketers don’t have to do this, and instead learn to understand their customers and “win their hearts and minds,” amongst other tips.

Click here to read the full article.

The fifth installment of this series features Negar Mokhtarnia, director of product at Australian retail brand Pet Circle, weighing the importance of focusing on customer lifetime value over customer acquisition for e-commerce companies. She also shared her own take on leveraging data to boost brands’ customer experience and establishing a relational e-commerce experience to ensure sustainable growth.

Click here to read the full article.

Consumers today expect brands to be more vocal about social movements and contentious topics, which puts the responsibility to brands being an advent of change. In this article, Aaron Brooks, co-founder of influencer marketing platform Vamp, gives his insights on purpose-driven marketing, why it is important, the value of authenticity, its four key elements, and some advice for brands looking to leverage this approach.

Click here to read the full article.

Watch this space as we update this article with details and links for other What’s NEXT 2023 thought-leadership articles. The series will end on February 28, 2022.

If you are a marketing leader and would like to share your insights and predictions under the series, email us at [email protected].

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Main Feature Technology Partners ANZ

What’s NEXT 2023: Why it’s time to be more ‘intelligent’ about data integration in 2023

Enterprises are creating billions of rows, articles and pieces of data every minute of every day. With multitudes of applications and information sources all creating mountains of data, ensuring the data is managed and delivered to the right team at the right time can be overwhelming. 

As organisations look to building resilience in 2023, they must find better and simpler ways to access and analyse their data efficiently – doing so is key to making better data-driven decisions and winning in a saturated market. 

In the recent ‘Demystifying Data Integration: Automation Hacks Every IT Professional Should Know’ webinar hosted by SnapLogic, a leader in intelligent integration and enterprise automation; SnapLogic industry experts Jeremiah Stone, chief technology officer, and David Wilmer, principal product marketing manager, broke how enterprise automation makes organisations more competitive in today’s cut-throat landscape.

Data integration is more critical than ever

Data integration is critical to the success of organisations today. And yet, according to recent SnapLogic research in partnership with Vanson Bourne, 83% of ITDMs (IT decision-makers) are not completely satisfied with the performance and output of their data management and data warehousing solutions. This dissatisfaction stems from issues relating to data formatting, regulations and speed of data movement and accessibility within the organisation.

“Organisations know that integrated data instils data trust and that trust is critical in basing important business decisions on analytics,” Wilmer says. “But regardless of data integration’s importance, many organisations are still finding it difficult.”

On average, enterprises have approximately 254 applications, 40-60 tools per team and more than half (56%) of SaaS applications are not owned or managed by a company IT department. As app sprawl increases, data from each app gets siloed and becomes inaccessible to other parts of the organisations, teams and apps.

According to the same SnapLogic research, more than half (53%) of respondents say they do not entirely trust their data for decision-making. Wilmer says this isn’t surprising, considering the number of disconnected data sources organisations typically have.

“At the same time, 40% don’t completely trust their data for decision-making because poor integration means data is missing or incomplete,” he points out. “Disparate data sources increase data silos. That means your data can’t flow between systems, which lowers the confidence in data.”

No data integration means no data insights, which leads to impaired decision-making – it’s an equation that adds up to adverse business outcomes and poor user experience. In fact, the average organisation reports losing more than AU$1.45m each year due to poor data management. To remedy this and leverage the power of SaaS, data must be integrated.

Tip to streamline and simplify 

Leveraging modern tools and technology is the ultimate hack organisations can implement to streamline and simplify complex integration processes. The first way to do this is by eliminating manual coding. 

“Manual coding is tedious,” Wilmer says. “It’s prone to errors. It requires specialised skills. So you want to look for a modern platform that provides low/no code solutions.”

Low/no code solutions benefit entire organisations because they can be used by everyone, regardless of profession. These easy-to-use solutions empower staff to solve complex problems without relying on IT engineers to make sense of the data first.

“Everyone from tech-savvy engineers to business-savvy analysts needs to have access to data when and where they need it,” Wilmer stresses. “It should no longer be the bottleneck to business success.”

Stone agrees, adding that while he loves expressive development, code-centric integrations reduce the accessibility of the business rules that are codified into those integrations. 

“Organisations reap tonnes of benefits by taking a visual, no/low code approach to integration,” Stone explains. “For one, it’s accessible to people with business knowledge. But also, customer after customer that I’ve worked with finds that it reduces the risk of management and maintenance of those integrations because they’re actually easier to hand off between team members.

“Integration is a clever way to solve a difficult, persistent problem,” he continues. “The combination of seeing how you can empower different skill sets to participate in the integration process and using a model-driven or visual way to create, support, and maintain the integration is a powerful approach to solving any problem.”

Another way to simplify the complex is to focus on event-driven circumstances. Wilmer says there’s still a time and place for ‘bulk and batch’ processing, but an agile business needs real-time insights, which can only be achieved through streaming and API event-based data movement. “Modern applications need to be connected to share data,” he explains. “Event-driven data sharing powers enterprise automation.”

Beyond that, it’s important to scale with the cloud. “Obviously, when batch and high-volume process is necessary — and it will be — we want to scale with the cloud,” Wilmer adds. “Cloud computing has brought a seemingly limitless ability to reach peak performance and data processing.

“A data integration platform cannot be the bottleneck to achieving this agility. Look for a data platform that is born on the cloud and has the same ability to automatically scale with the cloud to maintain the desired performance.”

Finally, when it comes to simplification, think: consolidating integration. “It shouldn’t take four separate tools that specialise in only one or two methods of data integration to achieve business goals and objectives,” Wilmer insists. “Look for a complete integration platform that can do all four simultaneously to achieve integration, application integration, API management and governance.”

Winning with intelligent integration and automation

The enterprises that will win in the data economy are those that can harness data from every source and turn it into powerful insights. With data as the driving force of the future, it’s imperative to have an integration platform that can seamlessly integrate, automate and mobilise data to any data warehouse with a simple, powerful solution.

Successful integration leads to positive business outcomes and desirable user experiences. That’s why data-driven organisations integrate data to build a single source of truth. “This takes blending operational data with historical data, which involves data warehousing, capturing real-time data and streamlining data for analytics — all things that deliver immediate and tailored customer experiences,” Wilmer says. 

“The more automated this becomes, the quicker you can achieve these outcomes. Enterprise automation drives efficiencies in technology, so you can deliver the goals and promises of your business.”

Stone adds, “Think of it this way, everyone always wants to eat the ice cream first. But you have to eat your broccoli first. Integration is like eating your broccoli to get strong and get those payoffs and benefits.”

SnapLogic is an intelligent integration platform that enables enterprise integration and automation. “With SnapLogic, you will accelerate the value of your data through ease of use and intelligent designs,” Wilmer says.

“SnapLogic simplifies your integration in the cloud by mobilising the data and automating the processes that drive your business, enabling you to achieve enterprise integration and automation in a single platform — one that is purpose-built for the cloud and works with any cloud platform.”

Having that ability and the agility to pivot with technology and respond to challenges swiftly gives enterprises a leg up on the competition — competition that is scrambling to connect, reconfigure and rebuild their data integration processes.

Watch the full, on-demand webinar here.

James Campbell

This article is written by James Campbell, regional manager of SnapLogic for ANZ.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023What’s NEXT 2023 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

If you are a marketing leader and have insights that you’d like to share on upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to be part of the series.