To support a panel discussion with IBM and Oracle at TFM London 2018. Includes the Smart Insights 30 categories of martech tools and AI options visuals available via our blog

1. 1
Martech Giants panel
Hosted by by Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Technology for marketing, London, 27th September
Download : www.slideshare.net/smart-insights

2. 2
Your panelists

3. 3
Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights

4. 4
Poll – Word Cloud
• “What comes to mind when you hear about …
‘Martech’?

5. 5
Your themes
• Omnichannel strategy
• Mobile UX strategy
• Practical digital transformation advice
• Artificial Intelligence opportunities
• Selecting the right martech stack
• + Anything else on your mind!

6. 6
Omnichannel marketing opportunities

7. 7
Mobile UX strategy
• What are the pros and cons of the emerging techniques:
• AMPs: Accelerated mobile Project Pages (AMPs)
• PWAs: Progressive Web Apps + Headless E-commerce options

8. 8
Poll – what are your plans for transformation?
• A: No plans to run a transformation programme
• B: Planning a programme within 12 months
• C: Just started (within 2 years)
• D: Mature programme (in place for 2 years)

9. 9
Where are you on your
digital transformation journey?
9

10. 10
Source article: 15 applications of AI

11. 11
Poll
Q. Which of these AI techniques is giving you the best
ROI?
• None
• Chatbots and Livechat
• Segment-based personalization on email marketing
• Personalization on website
• Data mining and next best product recommendations
based on Machine Learning

12. 12

13. 13
Martech opportunities – systems and insight
Download: http://bit.ly/smartdigitaltools

14. 14
Martech opportunities – systems and insight
Download: http://bit.ly/smartdigitaltools

15. 15
How many structured experiments
does your business run each month?

16. 16
Q. Omnichannel strategies
• Given the many potential omnichannel touchpoints,
how should businesses ensure they deploy the right
martech and comms to gain competitive advantage?
• Integration is a challenge and often this is down to
ownership – who do you think should own the
experience and engagement comms,
e.g. CMO, CCO, CIO, Brand, etc

17. 17
Q. Mobile UX
• There is a lot of hype about new technologies like
AMP, PWAs and Headless E-commerce
• How important are these practically – to increasing
visitor acquisition and conversion rates?
• What examples prove the value of adopting this tech
and others relevant for the mobile online or in-store
experience?

18. 18
Q. Practical digital transformation
• What are the most common mistakes you’ve seen and
how could they have been avoided?
• How and where should improving martech fit into
transformation projects?

19. 19
Q. Artificial Intelligence
• Give use examples of how AI has proven ‘disruptive’ in
different sectors to increase profit?
• How to review / prioritise the many options?
• Select ‘Quick Wins’ to demonstrate the case?

20. 20
Q. Martech stack
Given the number of ‘use cases’ and applications…
• How do businesses
• ‘Take the marketing cloud vs best-of-breed’ decision / make
the case for a cloud solution?
• Ensure they have the right types of insight to support users?
• Plan their roadmap?