Trends Shaping MarTech Strategy in 2023

MarTech or marketing technology refers to software and tools that assist professionals and organizations achieve marketing targets. Professionals are already using such tools to implement, track and measure their campaigns. Nowadays, every organization has unique MarTech requirements, and those which are adopting this trend are benefitting at the earliest.

In this article, we shall explore the top 7 trends shaping marketing technologies to look out for.

1. An upsurge of no-code platforms

The global market for no-code platforms is expected to be approximately $300 billion. Gartner just published a study that ‘70% of newly built enterprise apps shall employ no-code or low-code technology by 2025.’ These enterprise apps are fulfilling increasing demands for well-customized automation workflows & speeding application delivery. Once you equip your in-house team of IT and non-IT professionals with divergent no-code tools, entities can achieve the digital competency level & delivery speed that they need for the current agile environment.

2. Activation of cloud data warehouses

You need to follow a unified data strategy like customer data platforms (CDPs) to stay ahead of your competitors. However, at the base, you have cloud data warehouses through which your marketing teams can house and analyze data in bulk. These warehouses have become interactive marketing stack components apart from being static repositories. We are also witnessing an expansion in the type of data you can house at the warehouse level. Such a facility allows the content layer to intersect between content data and customer data.

3. Introduction of “Genuinfluencers” Age

Nowadays, influencers have left celebrities behind if you consider their ability to shape consumer preferences. Consumers have changed their thinking regarding social media influencers during the pandemic era. During the pandemic, people were online more often, and their e-commerce spending increased after watching the influencers online. Hence, such influencers are being addressed as ‘Genuinfluencers’ or even ‘corporate watchdogs’ to promote ideas instead of products.

4. The rising popularity of Video-first content

Professionals use video-first content trends to increase brand exposure and engagement among millennials and Generation Z members. Providing comprehensible content of short durations is a dynamic approach to capturing viewers’ attention quickly.

Brands utilize user-generated video-first content to shoot engaging and authentic content. That’s the best way to encourage users to explore their creativity by creating videos and sharing them with their social community so that users can feel a sense of loyalty towards the brand.

5. Blooming of communities and ecosystems

Modern marketers follow this hybrid approach where they amalgamate the security that open platforms offer with specific third-party apps embedded in large ecosystems. Nowadays, niche software tools provide app libraries connected to their services with the option to customize them.

There is an exponential increase in your services once you build your app community or ecosystem. By collaborating with partner ecosystems, you can focus on additional functionalities. You are feeding on second-party data provided by such relationships, which automatically provides you with new martech opportunities.

6. The Advent of Generation Alpha

Gen Alpha is infusing change as digital ninjas by being mature beyond years. Brands have recognized that alphas expect more from product innovations. Marketers rely on tediously researched insights to connect with these Alpha youngsters. Professionals are relying on actionable initiatives through digital media to reach out to Gen Alpha.

7. AI and Machine Learning (ML) gaining momentum

AI and ML have already automated routine tasks like lead scoring and email marketing, with more to follow. By leveraging AI & ML, platforms like ChatGPT are aiming to provide superpowers to content marketers especially, so that they can leverage AI to accelerate their performances. .

We are already witnessing how marketers are utilizing AI and ML to optimize ad campaigns, personalize content, and even generate the latest ideas. Such AI and ML-based tools analyze the vast amount of data and spots insights & patterns which even human pros can’t spot. The tech enhances your ability to deliver personalized and real-time customer experiences once you add AI and ML features to such tools.

8.Adopt MarTech Trends Now To Stay Ahead In The Game

These MarTech trends are prompting marketers to be equipped to change their customer interaction strategies by switching to smarter and more targeted interactions. They should invest in tools that are useful in achieving organizational marketing goals. MarTech trends provide companies with unique opportunities to connect with clients and drive success. Today’s clients value authenticity, inclusivity, privacy, and, transparency more than before. By embracing such values along with MarTech trends and staying agile, entities can thrive in their marketing campaigns in the coming years!

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