- June 22, 2023
Dominant Technology Marketing Trends that will Ace in 2023 & Beyond
Marketing technology enables businesses to manage and measure marketing efforts across all key customer touchpoints. Artificial Intelligence (AI), Extended Reality (XR), Big Data and Analytics, Web3, and Metaverse are some of the top technologies that marketers will adopt in 2023. Additionally, social commerce and omnichannel marketing maintain their position as the leading media for marketing and advertising. Voice-enabled selling can also be used to deliver targeted advertising at scale. In addition, businesses are using low-code/no-code platforms to automate ad scheduling and performance analysis. Most importantly, consumer privacy is a major concern that marketers are addressing with transparent intent-based marketing solutions. Let’s take a deep dive into some of these leading Martech trends that result-focused brands need to incorporate to ensure superior performance in 2023 & beyond.
Top 11 Marketing Technology Trends you need to consider to boost your MROI
1. Artificial Intelligence
AI provides holistic insights into consumer behavior and maps customer journeys across all marketing channels. It helps in automating key marketing activities such as personalization, customer relationship management (CRM), behavioral analysis, lead generation, and other tasks that are repetitive in nature. It optimizes employee productivity and empowers marketing managers to create and analyze complex marketing models for a greater ROI. Additionally, conversational marketing enables 24/7 customer interaction and data collection using live chats and chatbots. AI also helps in creating meaningful audience segmentation and assists in targeted paid marketing such as pay-per-click (PPC) campaigns and social media management (SMM). Furthermore, natural language processing (NLP) enables real-time analysis of customer sentiment to deliver relevant and engaging experiences at scale.
2. Extended Reality
The number of startups using augmented and virtual reality (AR/VR) to deliver immersive customer experiences and increase engagement is at an all-time high. They provide marketers with measurable engagement options such as virtual events, and location-specific targeting. Extended reality works with technologies like drones, interactive billboards, and holograms to drive experiential marketing. Start-ups are increasingly developing digital out-of-home (DOOH) advertising solutions that display dynamic ads and measure return on ad spend in real time. Businesses also incorporate hybrid events to maximize reach and connect with global audiences and measure marketing attribution. Additionally, advertising campaigns using holographic projection, 360-degree videos, and drone light shows are other popular uses of extended reality to capture user attention.
3. Social Commerce
Live and non-live streaming on social media for product sales, customer reviews, and consumer engagement continues to increase revenue opportunities for businesses. Such platforms offer a more profitable alternative to paid advertising and enable consent-based data collection from users. Selling goods during live streaming remains the most important sub-trend of social commerce, followed by vlogs and short video content. In addition, businesses and marketing agencies use these tools to deliver the brand’s message, create new trends, and boost customer loyalty. Celebrity influencers are being replaced with virtual social media influencers to promote brands and products. Startups are thereby providing tools to optimize workflows to improve communication between influencers and fans. Businesses are striving to organically increase their visibility in search rankings and build credibility by leveraging user-generated content (UGC).
4. Consumer & Data Privacy
Providing a personalized experience while protecting user privacy is a key component of the MarTech stack in 2023 and beyond. The introduction of advertising transparency measures by companies such as Apple and Google is based on concerns about data protection rights and the General Data Protection Regulation (GDPR). Scale-ups and startups thereby offer solutions to their target audience without relying on third-party data obtained by the installation of cookies or advertising identifiers. These include traditional contextual advertising and intent-based micro-moment merchandising solutions but with increased automation. MarTech tools improve CTAs (Calls to Action) with signals like clicks, app installs, page views, and sign-ups when users are willing to share personal information.
5. Web3 Marketing
Web3 Marketing aims to decentralize marketing and provide a gamified and interactive user experience. Startups and scale-ups use blockchain-based tools to enable targeted marketing, ad fraud prevention, decentralized web hosting, and peer-to-peer (P2P) interactions. Brands generate hype by issuing NFT merchandise, digital tickets, limited-edition tokens, and proof of ownership of digital assets. Web3 Marketing enables marketers to improve the customer experience while transitioning brand relationships from physical to virtual environments. Web3 technology ensures consumer privacy through a private-by-design infrastructure.
6. Big Data & Analytics
Big data and analytics help in optimizing data management and real-time analysis of marketing activities across all key channels. Businesses use customer data platforms (CDPs) to leverage zero-part data and deliver personalized content to their audience. These platforms integrate customer data and provide marketing performance and ROI evaluation using key performance indicators (KPIs). The integrated solution also provides complete reporting, improves productivity, and manages your online reputation and workflow. In addition, advanced analytics helps in improving content planning, documentation, and customer engagement, providing significant benefits for organizations that are transitioning to digital processes.
7. No-Code Technology
No-code is a long-standing trend and one of the most important tools for enterprises today. As per research, nearly 70% of enterprise applications will use no-code technology by 2025, this percentage exceeds the percentage of app development currently. There are many no-code solutions to build site surveys, surveys, bots, workflows, etc. without relying on the coding code. From simple use cases like building landing pages to more complex use cases like building affiliate directories and analyzing data, no-code solutions will evolve throughout 2023 & beyond. Code-free technology will not only deliver fast and efficient results but also help in boosting bottom-line results.
8. Holographic Ads
In the past, holograms were mostly seen in science fiction movies. However, as technology advances, a new vision of hologram technology is becoming a reality. This form of advertising technology allows businesses to display 3D images and objects that are animated and interactive, making holograms ideal for businesses looking to showcase their brand and increase consumer awareness. Holographic content marketing leaves a strong imprint on the consumer’s subconscious, which is essential for a successful marketing campaign. In a world dominated by traditional and digital advertising, holographic advertising can attract and retain customer attention, increase business awareness, and enhance brand awareness, all of which leads to increased sales and ROI.
9. Multilingual Marketing
Most of the online data is published in English, so its coverage is limited. Most non-native English speakers use online translation tools, which typically don’t translate and misrepresent branding materials. Due to this reason, the need to create multilingual materials is on the rise. The urgent need for rapid development and design of MT (Machine Translation) is no understatement. Also known as Machine Translation Post-Editing, MTPE is popular with digital marketers because it combines the latest technology with the expertise of local translators to create effective multilingual marketing materials.
10. App Push Notifications
The rise of push notifications is a top trend in marketing technology. Email marketing campaign spaces are becoming increasingly crowded, making it difficult to engage with your audience. A prospective customer uses his mobile device for all his online activities, including searching for brands and products and making online purchases. It is thereby logical for businesses to rely on push notifications to effectively capture customer attention in 2023 & beyond. When done right, push notifications can help in sending unique and meaningful messages, and help in increasing open rates and transactions for your business, as well as increase overall audience engagement.
11. Voice Technology
Everyone has a smart speaker at home, and it’s no longer uncommon for grandmothers to have smart speakers at home. Research shows that the number of voice assistants has grown 90% since 2017 and will continue to grow. The smart speaker market is projected to grow from $10 billion (2021) to a whopping $35.21 billion by 2028. This helps marketers with audio branding opportunities which is a distinctive notification sound that can be a unique way for your brand to differentiate itself from its competitors.
Martech is a rapidly evolving industry that requires marketers to stay ahead of the curve in order to succeed. In 2023, we will see the rise of no-code platforms, increased use of AI and machine learning, hyper-personalized campaigns, and a continued focus on data privacy and security. If marketers can embrace these trends and stay agile, they can thrive for years to come.