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.
• 4D 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.”