Vladislav Kreynin spoke about key trends in martech at Web Summit 2021

Vladislav Kreynin, senior vice president and director of the Marketing and Communications Department at Sberbank, is participating in Web Summit 2021, the world’s premier tech conference, taking place in Lisbon on November 1-4.

On the first day of the conference, he hosted a key session titled “What to Expect in Marketing and Martech Over the Next Five Years?”, where he covered key trends in marketing. During the roundtable, Kreynin outlined five challenges for marketing:

• Speed of change: the next 10 years will see as much progress as the last thousand years. The challenge before us is adapting to this speed of change.

• Four-dimension personality: today, one person has four different personas – online, offline, gaming, and secret. Marketing teams need to understand what we can offer the client to satisfy all four.

• Mixed experience: the physical user experience and the user interface are evolving into a mixed experience – one that combines all of these experiences in digital, offline, and meta-realities. We must keep up with the metainterfaces developing right now.

• Data & AI: the growing influence of neuromarketing, which blends neuroscience and marketing modeling to help brands gauge the emotional resonance and financial efficiency of their current and future marketing campaigns.

• Smart contracts for all marketing transactions: in five years, there may not be any C-level executives. We will all be using smart contracts, and we may be creatives or architects of marketing platforms, but not executives, because smart contracts will execute things for us.

Vladislav Kreynin, senior vice president and director of the Marketing and Communications Department, Sberbank: “My colleagues – global experts – and I had a heated discussion in which we concluded that the ethics of marketing and martech are a key challenge for our professional community. How to protect customers from high-pressure advertising or toxic content, how to manage client consent to use communications, how to avoid crossing the line into hyper-personalization, how to set up marketing platforms to create value for people — these are the questions we must answer that will define the development of marketing and advertising technology in the next few years. I was flattered by my international colleagues’ reaction to Sber’s experience — we are known as a company that is developing a leading ecosystem in Russia and as a benchmark for many companies globally. Many others around the world are keen to learn from our experience.”

19 Vavilova St., Moscow 117312, Russia
Tel: + 7 (495) 957-57-31, + 7 (495) 747-37-31
Press office: media@sberbank.ru

PJSC Sberbank is Russia’s largest bank and a leading global financial institution. Holding almost one-third of aggregate Russian banking sector assets, Sberbank is the key lender to the national economy and one of the biggest deposit takers in Russia. The Government of the Russian Federation represented by the Ministry of Finance of the Russian Federation is the principal shareholder of PJSC Sberbank owning 50% plus one voting share of the bank’s authorized capital, with the remaining 50% minus one voting share held by domestic and international investors. Sberbank has customers in 18 countries. The bank has a major distribution network in Russia with about 14,000 branches, while its international operations – subsidiary banks, branches, and chapters – include the UK, US, CIS, Central and Eastern Europe, India, China, and other countries. It holds general banking license No. 1481 dd. August 11, 2015, from the Bank of Russia. Official websites of the bank: www.sberbank.com (Sberbank Group website), www.sberbank.ru.

In 2020 Sberbank underwent a rebranding, offering financial and non-financial services of the bank and Sberbank Group to individual and corporate customers. Today, the Sber ecosystem is a raft of services for life and daily assistance in handling pressing everyday issues for individual customers and businesses. The Sber ecosystem website: www.sber.ru.

This release was published on openPR.