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Industry leaders from retail, hospitality, and travel explored how brands can stay relevant, leverage data, and meet customers across channels to drive sustainable growth.
As acquisition costs rise and customer expectations evolve, growth is no longer just about scaling reach. It’s about staying relevant.
Brands today must navigate fragmented attention, shifting platforms, and increasingly complex customer journeys while balancing performance with long-term value.
That was the message from a panel featuring Nora Tourky, Global Marketing & Strategy Director, Safi Health and Beauty Group; David Egerton, Former Chief Digital Officer, The McGettigan Group; and Roxana Nicolescu, VP Brand Marketing, Wego.com.
Last year’s Festival Dubai, hosted by SAP Engagement Cloud, explored how rising acquisition costs, evolving consumer behaviour, and increasing channel fragmentation are forcing brands to rethink how they approach growth and customer engagement.
The panel also discussed the role of first-party data, partnerships, and omnichannel strategies in building sustainable growth, while highlighting the need for brands to remain agile and continuously adapt to where customers are and how they choose to engage.
Top insights Martechvibe learned from the panel;
1. Relevance and first-party data are key to lowering acquisition costs
Sustainable growth increasingly depends on how well brands understand and act on their own customer data. By leveraging first-party insights to anticipate behaviour and personalise engagement, businesses can improve conversion efficiency while reducing dependency on expensive acquisition channels.
2. Growth requires meeting customers where they already are
Customer journeys are no longer linear or platform-specific. Brands must adapt to shifting behaviours by engaging users across emerging channels, social platforms, and even offline touchpoints, ensuring that discovery, interaction, and conversion happen seamlessly within the environments customers prefer.
3. Partnerships and omnichannel strategies drive long-term scalability
Collaborative ecosystems and a balanced mix of digital and physical channels enable brands to expand reach and deepen engagement. Strategic partnerships, combined with flexible channel strategies, help businesses navigate market complexities while creating consistent, high-value CXs across touchpoints.
