Digitalisation has revolutionised how customers engage with brands, transforming the traditional linear funnel into an intricate web of touchpoints. Today’s customer journey is dynamic, interconnected, and far from predictable.

Marketers must now navigate a landscape where customer expectations are higher, attention spans are shorter, and engagement spans across multiple platforms and moments.

The 16th global edition of Vibe Marketing Tech Fest (VMF) will delve into these challenges, offering insights, strategies, and Martech solutions that empower modern marketers to adapt, innovate, and thrive in this new reality.

The theme will focus on the convergence of marketing technologies, ad technologies, and ad journeys and explore how marketers need to adapt, be dynamic, and incorporate customer-centricity into their approach.

Marketers must leverage the power of real-time data and technology to comprehend where a customer changes trajectory and what influences their decisions in doing so.

“Customers are discerning and any disruption in convenience can hamper the path to conversions. Brands must adapt to fragmented and dynamic paths to purchase, driven by real-time data and emerging AI capabilities. Vibe Marketing Tech Fest puts the spotlight on the consumer, and how brands can navigate the changing technology landscape to deliver this convenience. With this edition, we have added themes like app marketing, ad tech integration, growth, digital marketing and retail media networks,” said Sanjay Swamy, Director at Martechvibe.

Top conversations at VMF 2025 will cover:

Engagement, Apps & Social

AI, Automation & Tech

Martech, Adtech & Data

Brand Growth & Retention

The conversations at VMF tackle real-world challenges affecting marketers today, with a look at preparing for possible scenarios in the near future. Rajesh Verma, General Manager, Middle East, Epsilon said, “We need forward-facing platforms like these to help dispel the myths that surround marketing and tech in the Middle East. Take retail media as an example; many believe retail media strategies rely solely on online behaviour and demographics, overlooking the power of transactional data, or that retail media only occurs on a retailer’s website. These gatherings provide an opportunity to educate marketers on the true potential of new media opportunities, and how to avoid the pitfalls. They foster important connections that place attendees in a much better position to navigate the complexities of the evolving landscape.”

Richard Shotton, Founder of Astroten, a behavioural science consultancy and author of The Choice Factory and The Illusion of Choice, will deliver the keynote on how human decision-making remains remarkably constant in an evolving technology landscape in his session titled The Enduring Power of Behavioural Science. “It’s increasingly common to see brands and agencies incorporate consumer psychology as part of their process, although it’s not often systematically applied. There’s still an over-reliance on intuition, or when research happens, it’s based on claimed data. For example, creative routes are tested by asking people which ads they think would make them purchase…

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