VIENNA. Around 90 experts and interested parties recently came together at the Marketing Automation Day 2024 powered by allUpp to exchange ideas about the latest trends and innovations.
Robert Neundlinger from jö Bonusclub kicked things off by demonstrating how comprehensive personalization through marketing automation works in practice. With 4.6 million members, jö Bonusclub is Austria’s largest loyalty program and shows how data-driven approaches can take customer loyalty to a new level. The use of AI to optimize customer interactions is just one aspect of a complex but highly efficient system.
Michael Vaclav, co-founder of brandREACH and DMVÖ board member, took a look at the coming decades in his presentation “Marketing Automation 2038 – What does the future hold?” Vaclav emphasized that we are only at the beginning of a revolution today. Artificial intelligence will become increasingly crucial for personalized marketing strategies. With the (still) fictional AI assistant Aurora, he sketched out a picture of the future in which marketing processes are fully automated and geared towards AI-driven search.
Insights from San Francisco and tips for daily marketing life
As one of the tool partners, Salesforce presented exclusive insights straight from the heart of Silicon Valley. The latest AI developments were presented, which are pushing the boundaries of marketing automation and creating new opportunities for personalized customer communication.
Another highlight was the presentation by SAS, which showed in a humorous and at the same time educational way how modern technologies can ensure better relationships not only in business but also in private life. Under the title “4 tips for better relationships – private and professional”, SAS offered practical advice on how to use data and AI to communicate more successfully both at work and in everyday life.
The presentations by nbs and BSI also offered valuable insights into the future of marketing automation. Nbs showed how companies can quickly and efficiently start automating their marketing processes with HubSpot. The demonstration of how simple but effective automation can be implemented within a few weeks was particularly impressive. BSI presented the “Golden Record”, an innovative solution that brings all customer data together in one place. This enables companies to implement a uniform and personalized customer approach.
Forward-looking discussions and key findings
In the concluding panel discussion, moderated by Alexandra Vetrovsky-Brychta – CELUM and DMVÖ President, the most important findings of the day were summarized. The panelists unanimously explained that the future of marketing will depend largely on the ability to continue to use data effectively, to consider the effects of AI search and to integrate the brand strongly into the dialogue in order to ensure personalization through emotion. The participants agreed: Anyone who does not rely on marketing automation now will lose touch with an increasingly digital and personalized marketing world, despite or precisely because of AI.
