Data-driven marketing is not a new concept, but what’s distinctly different for the changes this time around is the alarmingly quick pace of it all – and for marketers, that means the crucial need to keep up.

On 26 June, Glue Up hosted a panel discussion on ‘Data-driven Marketing & Events’ in Manila and was attended by over 50 marketing and event leaders, keen to hear from an amazing panel on how data is the new driving factor on marketing and events.

A lot of insights and leanings are flying around Spaces Makati as our panelists discussed the evolution of managing and promoting events from a few years ago to today where data plays a pivotal role in the advancement of organizing events and how big corporations such as SM Supermalls and Microsoft Philippines shift their marketing spend on digital marketing efforts.

The panel also dived in the use of chatbots on marketing promotions. Previously used only for customer service, nowadays with the advance AI chatbot technologies, marketers are now able to know customer behavior, therefore, can create campaigns that align with their interest. Integrating e-commerce with a chatbot is the next big thing in the Philippines as it is now replacing a lot of marketing channels, including eDMs and ticketing.

Other high points in the discussion are proper targeting and segmenting of marketing databases, engagement burnout, the evolution of SMS marketing and the rise of what we call ‘conversational commerce’.

See photo highlights below.

As digital marketing consists of a vast array of platforms and skillsets to navigate, you’ll need to have an automation platform that can expedite a lot of these processes for you, bridging the skills gap and meets your business objectives.

To find out more how Glue Up event management software can help you manage your events from start to finish productively, book a demo with us today.