Vladislav Kreynin talks about the main martech trends at the 2021 Web Summit

Vladislav Kreynin, Senior Vice President and Head of Marketing and Communications at Sberbank, is attending Web Summit 2021, the world’s first technology conference, to be held in Lisbon from November 1-4. On the first day of the conference, he moderated a key session titled “What to Expect in Marketing and Martech Over the Next Five Years?” Where he covered the main marketing trends.

During the panel discussion, Kreynin highlighted five challenges for marketing:

  • Speed ​​of change: the next 10 years will see as much progress as the last thousand years. The challenge ahead is to adapt to this speed of change.
  • Full-size personality: today a person has four different characters – online, offline, in-game and secret. Marketing teams need to understand what we can offer the customer to satisfy all four.
  • Mixed experience: the physical user experience and user interface are evolving into a blended experience – one that combines all of these experiences in digital, offline and meta realities. We need to follow the development of metainterfaces right now.
  • Data and AI: The growing influence of neuromarketing, which combines neuroscience and marketing modeling to help brands assess the emotional resonance and financial effectiveness of their current and future marketing campaigns.
  • Smart contracts for all marketing transactions: in five years there may not be C-level executives. We will all be using smart contracts, and we can be creatives or architects of marketing platforms, but not executives, because smart contracts will execute the things for us.

Vladislav Kreynin, Senior Vice President and Head of Marketing and Communications, Sberbank:

“My colleagues – global experts – and I had a lively discussion in which we concluded that the ethics of marketing and martech is a key challenge for our professional community. How to protect clients from high advertising pressure or toxic content, how to manage the customer’s consent to use communications, how to avoid crossing the line of hyper-personalization, how to set up marketing platforms to create value for people, these are the questions that we have to answer that will define the development of marketing and advertising technologies in the coming years I was flattered by the reaction of my international colleagues to the Sber experience – we are known as a company that is developing a leading ecosystem in Russia and as a benchmark for many companies around the world. Many others around the world are keen to learn from our experience. ience. “


Sberbank of Russia published this content on November 02, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on 02 November 2021 07:18:06 UTC.