2023 was certainly an unprecedented year, one that had a profound impact on the corporate world and continues to be felt today. It is safe to say that the effects of this period are far-reaching, with many industries likely to undergo significant changes in the future. This is also true for the marketing sector, meaning that predicting its future course can be a difficult task.
We anticipate that several developments will have a long-term effect on the marketing and advertising industries. Our assurance is not immediately obvious, however, due to the interrelated nature of MarTech trends (marketing technology). Considering the pandemic has required all areas to adopt digitalized processes, it is reasonable to anticipate that marketers will increasingly make use of the following technologies to meet the new requirements in a post-pandemic setting.
Let’s take a look at the MarTech forecast for the foreseeable future.
Exceptionally High-Quality Content Adventures
As the focus of content marketing strategies has increasingly shifted towards narrative and tailored content, the importance of creating engaging experiences for customers has become more and more apparent. Looking to the future, content experiences will become even more sophisticated as new technologies open up new possibilities and existing ones are utilised in innovative ways.
Therefore, the inclusion of gamification elements into digital experiences is becoming increasingly prevalent in order to encourage audience engagement. Businesses may be able to more effectively engage their target demographics with their stories and products by incorporating interactive elements into the material.
Cutting-edge technologies, such as augmented and virtual reality, have the potential to offer more than just utility; they can be used to create powerful stories. With the introduction of 5G, augmented and virtual reality will be further enhanced to tell compelling tales and provide relevant information to audiences around the world. Brands will be able to advertise their products by overlaying a virtual world onto real-world locations at strategically-placed “marketing hotspots”, either online or in the physical world.
The Value of Distributed Marketing
Remote employment in the marketing sector had been gaining traction prior to the outbreak of the pandemic, however, the need for remote working has since accelerated the shift. It is now the dominant model of working and is expected to remain so for the foreseeable future. As a result, marketers are embracing the widespread adoption of remote work, ushering in a new era of dispersed marketing.
To shape the marketing agency of the post-pandemic world, marketers will need to increasingly rely on cloud-based collaborative technologies. It is not only about logistics, though. Conferences, expos, and seminars, which were previously essential for marketing, have had to adapt to the new reality of more remote interactions between people. To be successful in the digital spaces that have replaced these traditional events, marketers need to devise new strategies.
Virtual events such as teleconferences and live broadcasts have enabled smaller businesses to be on an equal footing with larger companies. This is a fantastic development, giving all businesses, regardless of size, the potential to access consumers directly. It is now necessary to explore how to capitalise on the advancement of technology to gain the best outcomes.
Cybersecurity Must Be Our Top Concern
Businesses have been investing in cybersecurity measures for some time, however, the current risk level is greater than ever due to the widespread adoption of cloud computing, which renders many organisations vulnerable to attack. Furthermore, the increasing use of big data has enabled businesses to collect data on an unprecedented level.
It is great to plan out detailed strategic marketing efforts. Nevertheless, we must reorganise our priorities to ensure safety remains our highest priority. Though this may not be directly relevant to marketing, we must include marketers in the discussion about how to manage data, as well as be aware of the potential risks associated with its accumulation.
Safety is an important concern for customers and businesses alike. To ensure customers feel secure in their dealings with a business, marketers must be able to promote their products in a way that instills trust. To achieve this, businesses must adopt reliable software across the board, particularly in marketing. To guarantee the highest level of security, businesses may need to update their existing MarTech software or invest in bespoke software that offers superior protection.
Increased Use of Marketing Technology
The number of applications available for various tasks is increasing month-on-month, particularly within the Marketing Technology (MarTech) industry, where the range of tools continues to grow. This broad selection of options is advantageous, enabling businesses and marketers to identify the most suitable resources for them.
Despite the potential challenges, it is easy to understand why marketers may become disillusioned and give up on finding the right MarTech solution. Alternatively, businesses could mistakenly believe they need an extensive range of resources, leading to an overly complex ecosystem that is not conducive to success.
Marketers should consider carefully the solutions they choose, and the amount of them, in the years ahead. There is no indication that the range of MarTech tools will be diminishing, with new AI-powered ones likely to be introduced as well as existing ones. This means that there will be more options than are currently available.
The Prevalence of Artificial Intelligence
It appears that with each passing month, advances in technology are increasingly being integrated into marketing operations. Whilst some of these trends may be seen as fleeting, Artificial Intelligence (AI) is one that stands out as a notable exception.
Marketers are already familiar with some of the advantages that Artificial Intelligence (AI) can provide, such as chatbots, predictive analytics and automated sharing platforms. However, this is just the tip of the iceberg when it comes to the potential AI has to offer. One area in which AI has the most potential is marketing, particularly in terms of providing increased personalisation.
By leveraging AI algorithms, marketers can target specific segments of their audience with tailored content, improving engagement throughout. AI can then adapt certain elements to each individual, resulting in a personalised experience that can foster a strong connection. Consequently, it is likely that AI will dominate the MarTech sector in the near future.
Until Then, Technology Will Remain at the Forefront of the Marketing Industry.
This year’s events have undoubtedly had a widespread effect, however, the relationship between marketing and technology remains intact. In fact, investing in MarTech could offer firms a way out of the difficulties posed by the COVID-19 pandemic, despite many experts predicting a decrease in marketing and advertising expenditure.
Marketing departments and agencies are aware that technology has and continues to provide a range of benefits to marketers, making the future of MarTech as promising as ever.
