Top 5 Martech Trends To Influence Marketers in 2020s


As the CMO’s role in all businesses and brands grows in importance, marketing departments are gradually taking the lead in leveraging digital transformation to improve the customer journey. As a result, the importance of marketing technology (or MarTech, as it is colloquially known) has skyrocketed. MarTech now accounts for more than a quarter of annual marketing spend at corporate enterprises, according to Gartner.

Personalization Technology

With the prevalence of chatbots, live chat, self-service, and customized products/services, the customer experience has never been more personalized. As a consequence, sending marketing emails to customers is a thing of the past, and all businesses must adopt an Omnichannel strategy.

The primary goal is to make customers feel more connected to your brand and to avoid giving them the impression that you are only interested in their money. In this context, sentiment analysis is especially important because it can assist marketers in increasing personalization and, as a result, driving a better customer experience.

Read More: Top 5 Effective Technologies Landscaping The Martech Sector In 2022

Artificial Intelligence, IoT, and Big Data Analytics

It was expected that by 2020, 75 million devices will be linked to the Internet of Things (IoT). This translates to a nearly infinite amount of consumer data for marketers to use – for example, sentiment analysis derived from big data analytics can be used to predict customer behavior. As a result, customized offerings are likely to become the norm. Furthermore, the importance of Artificial Intelligence (AI) in MarTech is growing, with chatbots already handling complex transactions.

Virtual Reality in Marketing Strategy

Marketers are in a never-ending race to capture more eyeballs and retain an increasing number of customers, and implementing Virtual Reality (VR) or Augmented Reality will give brands a competitive advantage. A significant number of companies have already begun to experiment with virtual reality. IKEA’s VR app, which allows customers to see how an item will look in their home before purchasing it, is a prime example of how to use this technology to improve the customer experience.

Since VR provides an immersive 360-degree perspective, a virtual design of a product can easily be a luscious offering for customers who want an interactive experience, simplifying the buyer’s journey.

The Metaverse

The metaverse is today’s futuristic blend of virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), culminating in a new 3D immersive experience in which users blend the physical and digital. Users can create their own avatars, which allow them to “feel” experiences without having to buy them. This has given rise to the marketing industry’s newest term, “gamevertising,” which refers to the use of gaming by marketers and brands to advertise their products.

MarTech Architecting

This may be a foreshadowing of future events in the MarTech space, but the role of a marketing architect is set to rise sharply in the coming years. Firms have been slow to recognize the need for such a role thus far. However, as more businesses invest in developing a highly efficient MarTech stack, going without a marketing architect will become an impossible task.

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