As we move into the future, marketing is set to undergo a major transformation with the help of innovative technologies. As these technologies continue to evolve, marketers will need to adapt and embrace them in order to stay ahead of the curve. Those who are able to do so will be well-positioned to thrive in the marketing landscape of the future.
Hence, to help you stay ahead of the curve, here are the top martech trends that you should follow in 2023.
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1. Wearable technology incorporation
First on our list of cutting-edge interactive marketing trends: wearables. Incorporating wearable martech provides novel entry points to target demographics and communicate with end customers. Thanks to smartwatches and other devices, advertising may be more specific than ever. For instance, a customer seeking an apparel shop can get a notice from a smartwatch as they walk by a clothing store.
The latest marketing trends in wearable technology enable businesses to more effectively engage with consumers at the point of purchase, boosting sales.
Wearable technology plays a role in SEO, similar to how mobile optimization has become an important ranking element. To rank better in the future, website administrators may need to cater to wearable devices like smartwatches.
2. VR/AR content
The use of virtual reality in marketing has been discussed in the media for some time. In 2017, Adidas, for example, released one that lets users keep tabs on two mountain climbers in real-time. The trend toward consumers placing a higher value on the whole purchasing experience rather than on the lowest possible price makes augmented and virtual reality advertising a natural fit.
In addition, modern marketing tools may be employed to entice a younger demographic. A non-immersive strategy, such as online marketing or TV commercials, will be less successful at reaching children.
Samsung’s introduction of the Bedtime VR Tales app demonstrated the use of immersive technology in fostering meaningful relationships between companies and children.
3. Big data systems for comprehensive monitoring and analytics
The use of data in shaping developments in marketing technology is growing. Managers now have the tools to gauge the ROI of their published content by collecting data like Customer Acquisition Cost, Customer Lifetime Value, and many more via campaign performance monitoring systems.
As the cost of machine learning and AI technologies decreases over the next several years, the following responsibilities will be taken care of by specialized platforms:
Taking precise price measures.
The martech trends of 2023 will allow company owners to set prices that provide room for growth and offer their product line an edge over the competition.
More consumer receptivity.
Businesses may be more responsive and flexible in content production, team collaboration, and channel selection if they anticipate consumer values and priorities shifts.
Boosting support from existing clients.
Brands can better serve their consumers by providing appropriate discounts if they collect more data about them and use an intelligent platform to analyze them. In this way, the corporation may avoid annoying its customers by only promoting useful things.
4. Programmatic advertising
Marketers still play a crucial role in the first stages of the ad production. Managers usually need to make several adjustments to the campaign parameters before they may see any results.
Spending on programmatic advertising in the United States will reach $100 billion by 2023. The United States and the United Kingdom are predicted to lead programmatic advertising and commerce.
5. Chatbots
In 2016, Oracle discovered that 50% of its customers anticipate customer care to be always available. With chatbots, another one of our top martech trends, it would be easier to reach this level of customer-friendliness.
In the next five years, chatbots are expected to become much more human-like due to machine learning and artificial intelligence developments. One of the most promising developments in MarTech development is the creation of speech bots, such as Google Assistant, Microsoft Cortana, etc., which professionals may use to gather more client questions and boost conversion rates.
6. Marketing tools built on the blockchain
Marketers have a significant challenge in the form of advertising fraud. According to studies, fraud costs marketing departments over $39 million annually. In 2023, blockchain anti-fraud technologies may be useful for publicly tracking a campaign’s KPI and preventing wasted spending.
Similarly, blockchain enables marketers to provide consumers with verifiable evidence supporting their promises. If you want to verify the origin or legitimacy of your goods, a blockchain-based platform may help you do so.
7. Voice technology
These days, it’s not unusual to have a smart speaker in a contemporary home. There was a 78% growth in the use of voice assistants from 2017 to 2018, and this trend has only continued. According to Statista’s forecast, by 2023, there will be 135,6 million users of voice assistants in the United States alone.
One of the most significant martech trends of 2023 will have the following consequences for marketers:
The development of audio branding.
Differentiating themselves from rivals will be a primary goal of many digital firms, and one of the ways they will do this is by offering distinctive notice to
An increasing focus on UX voice content.
Ensuring a customer is at ease while interacting with a company’s voice assistant is becoming more crucial.
Music is a component of the brand’s identity.
Given that 77% of U.S. adults regularly use music streaming services, it only seems sensible that there would be an uptick in the practice of connecting with businesses that share consumers’ musical likes. Branded playlists may help marketers engage with their target audiences more effectively, especially given the growing relevance of music in marketing.
8. Mobile-first approaches
Generation Z and Millennials are often called the “mobile-first generation.” They no longer consider going online a must or a ritual but a routine part of their day. For this reason, these consumers often buy or place service orders while on the go, and this trend is expected to continue.
Here are a few suggestions for capitalizing on the trend:
Prioritizing the mobile design process.
In the future, businesses will have to follow Zuckerberg’s Meta path and focus on mobile users while gradually adding support for desktop computers in order to attract investments for marketing in mobile social network applications.
Making sure their websites are accessible via mobile devices.
Marketers must pay attention to mobile consumers now that responsiveness is a major ranking factor.
Using content generated by users.
UGC campaigns’ potential and increased return on investment (ROI) in marketing have been particularly striking lately.
Geographical targeting.
Smartphones with Bluetooth and GPS tracking capabilities, much like wearable electronics, allow company owners to locate and contact potential customers close to their place of business.
9. Systems for managing information and collecting client data
The rise of customer data platforms is another exciting development in digital marketing. The market value of these instruments is predicted to reach $3.2 million by 2023, expanding rapidly over the following three to five years.
Data management and organization systems will be essential for processing organizations’ information, as GDPR and data privacy legislation in California restricts marketers’ latitude in data collecting.
Lookalike modeling is another innovation these platforms will bring, allowing marketers to leverage information about their current consumers to build profiles of potential new ones.
Conclusion
Managers’ approaches to campaign planning, execution, and evaluation will change due to forthcoming developments in marketing technology. They help you narrow your ideal clientele, connect with potential buyers, and make the most of your marketing dollars using cutting-edge tools and methods.
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