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The Middle East’s largest marketing technology summit, Vibe Martech Fest, took place on June 5 and 6, 2024, in Dubai, UAE. This year's focus was on delivering impact in a VUCA (Volatile, Uncertain, Complex, Ambiguous) world.
The marketing community found itself at a crucial juncture, influenced by emerging technologies that were reshaping how enterprises conducted business, how customers made purchases, and how marketing teams operated. Vibe Martech Fest, renowned for its substantial impact, shifted its agenda towards an outcome-based marketing approach, aimed at addressing real-world challenges with strategies backed by tangible results.
The theme for this year, “Now Decides Next,” highlighted the need for business leaders to develop skills to navigate uncertain times. Discussions moved beyond mere information to actionable strategies that impacted marketing KPIs and contributed to business goals.
The program prioritised the modern customer, focusing on their craving for experiences, products, and services that seamlessly fit into their lifestyle, and brands that genuinely aligned with their values. While this posed a challenge for marketers, it also presented opportunities for innovation.
Inside the intelligent enterprise, marketing expenditures were under close scrutiny, with business stakeholders prioritising technology investments that expedited market entry and improved operational efficiency.
The level of uncertainty in the near future was unprecedented, but building a mindset to tackle unknown challenges was a positive step towards planning for market fluctuations.
According to a report based on survey responses from over 450 CMOs in the Middle East, 67% of CMOs indicated that technology remained their priority. Additionally, 33% highlighted that tech stacks enabling personalisation took the lead, and 39% noted that trust in handling customer data was a significant concern.
Online advertising, projected to surge by $500 million to $3.6 billion in 2023, was expected to hit $7.9 billion in 2024, amplifying the urgency for effective strategies.
Sanjay Swamy, Director at Martechvibe, remarked, “It was an exciting time. Vibe Martech Fest had always maintained a pulse on the marketing community. As brands shifted priorities, reacted to evolving purchase trends, and adopted new technologies, the event ensured marketers were prepared. This edition focused on collective learnings from leading brands and provided outcome-based takeaways.”
The top conversations at VMF 2024 included:
- Zero-Click Searches: Navigating the Changing SEO Landscape
- Crisis Control: Recovering from a Brand Reputation Hit
- Virality: Unlocking Campaign Success
- Smarter Influencer Marketing for Impact
- Composable Martech Stack: Crafting a Unified Ecosystem
- Practical AI in Marketing: Implementation for Responsible Innovation
VMF 2024 featured speakers such as Akash Koul, Director of Growth & Loyalty at Etisalat UAE; Aoun Raza, Head of Digital & Shukran Loyalty at Landmark Group; David Raab, Founder of CDP Institute; Frans Riemersma, Founder of MartechTribe; Ishan Singh, Director of Engagement and Retention at OSN; Jugal Paryani, Director of Marketing at Tabby; Kashmira Motiwalla, Group Head (Senior Director) of Loyalty at Majid Al Futtaim; Vineeta Singh, CEO of SUGAR Cosmetics; Rohan Kapoor, Digital Marketing Director at Careem; and Shaily Verma, Director of Data Analytics at Damac Properties.
For details about VMF 2025, visit here.
