Changing Martech Strategies: Rethinking Omnichannel - Technologies, Touchpoints & Data in Interaction

The marketing of the future is cross-channel, data-based, and technology-driven. In a world where consumers are no longer only reached via their smartphones, but via a multitude of new digital touchpoints - from smart TVs and AR experiences to smart home devices - brands are faced with the challenge of communicating consistent and relevant messages. At the same time, first-party data is coming into focus as a strategic resource to better understand user behaviour, enable personalisation, and act independently of third-party data. This overview panel will show how companies are designing modern martech ecosystems that integrate new channels and technologies in a meaningful way, utilise first-party data intelligently, and create consistent brand experiences across all touchpoints. Opportunities, challenges, and concrete best practices for successful omnichannel marketing in times of growing technological complexity will be discussed.