Continued Demand for Innovation and Collaboration in Global Sales Growth

Technology and marketing are now the foundations of each successful company. We constantly encounter advertisements for goods and services on television or social media platforms like Facebook and YouTube. And the technology used in their creation is what makes these commercials successful. We consider technology a vital component of every digital marketing strategy out there. So, if you've been involved in the e-commerce industry in this digital era, you've probably heard of MarTech.

The term "MarTech (marketing technology)" refers to the tools and technologies used by marketers in planning and executing their digital marketing campaigns. MarTech is a phrase that is becoming more popular in the business sector, where experts believe that it is crucial for companies and marketers.

Scott Brinker, a marketing technology specialist who has produced a super graphic of the marketing technology landscape, has discovered vital information on the usage of digital tools. Since 2011, he has been reporting on the state of marketing technology. The most critical and obvious conclusion is that tool demand for marketing innovation and technology has increased globally year after year. Hence, below are a few trends that fuelled such an increase.?

More Single-Feature Marketing Technology Products Have Been Launched

Data from The Chief Marketing Technologist shows that since 2017, 67.2% more MarTech solutions have been available. This is primarily because no-code and low-code solutions make it possible to build SaaS products for marketing faster. However, there is more demand for single-feature marketing software that excels at one particular task.?

For instance, Canva, a $40 billion company, stands out from its competition thanks to its excellent usability and accessibility. Other MarTech businesses that are expanding as a result of a pretty straightforward strategy include:

• Agency Analytics for customer reports
• Influence Grid for discovering TikTok influencers
• Wavve for creating audio samples for podcasts

SMS Marketing is Going Mainstream

According to?Attentive , 0nly 34% of the 700 UK customers surveyed in 2022 are presently opting in to receive SMS from companies. However, 90% are interested. Ultimately, the percentage of UK customers interested in receiving brand messages is somewhat similar to the US. As a result, some businesses have invested in SMS marketing to target UK customers. One of these marketing tech solutions is Twilio.?

They provide a complete cloud communications platform, which includes email, phone calls, chatbots, and more, in addition to API-based SMS marketing capabilities. Along with recently acquiring the consumer data platform Segment, Twilio owns the 2FA software Authy.

MessageBird, situated in the Netherlands and supporting platforms including WhatsApp and voice, is probably Twilio's closest competitor. In 2020, MessageBird secured a $200 million Series C round, elevating its worth to $3 billion. In addition, spark Capital, Accel, Y Combinator, and other investors support the business.?

Another company known to provide exceptional SMS marketing features is Bandwidth. Of course, it didn't take off when it was founded in 1999. However, it now has Google, Microsoft, and Zoom as clients. Right now, the corporation has a $444 billion market value.

Other providers, like RCS, emphasise SMS and mobile messaging more. For example, it's a new SMS protocol for Android smartphones that OpenMarket supports. Or Tatango, with clients like TBS, Ace Hardware, and Sony Music.

Additionally, several SMS services were created for particular markets or professions. For example, Emotive, Attentive, and Yotpo are designed to cater to e-commerce websites. On the other hand, Textline is excellent for sales and customer service teams. Their clients include Tuft & Need, Farmers Insurance Group, and Lyft.

Demand for SEO Software is on the Rise

When it comes to digital marketing, SEO has been around for more than a decade. Despite this, it is increasing in popularity at a steady pace. For instance, Ahrefs is steadily rising to become one of the industry's top players (based on search volume growth and purported revenue numbers).?

Another such company that is making strides in the world of SEO is Mangools. However, instead of attempting to imitate the characteristics of a full-fledged SEO and content marketing platform, Mangools is primarily competing on pricing. In either case, these tools show a rising need for search engine optimisation in general. Particularly for SEO MarTech that targets a particular market.

Brands are Doubling Down on Personalisation

Personalisation is the best strategy for marketers to increase the effectiveness of their email marketing, according to HubSpot. This is because proper customisation may significantly enhance the client experience, boost conversion rates, and more. In actuality, more people have been searching for "marketing automation" during the previous five years, and this trend is rising.?

Large, intricate software packages, like Ontraport, dominated the early days of personalisation. But, nowadays, personalisation options are included in many more accessible SaaS products. For instance, the well-liked ESP ConvertKit offers a lot of fundamental customisation choices. But it's evident from ConvertKit's pricing, branding, and usability that it's designed more for small enterprises than for large corporations.

Ad Campaign Automation Is Becoming the Norm

More and more companies are starting to advertise online as the digital transition takes root. As a result, computerised advertising campaign management is transforming the look of internet advertisements. In particular, innovations like programmatic advertisements and automated bidding enable AI to manage some facets of advertising campaigns.

Of course, the campaign still needs to be managed by a human to compose text, create ad creatives, and determine ROI. However, a sizable portion of ad administration is automated, from Facebook target audience identification through split testing.

Email Marketing Software Is Making a Resurgence

The proliferation of email service providers (ESPs) experiencing explosive growth is one of the most unexpected phenomena in the marketing technology sector. But, of course, The 1990s was when the email service provider industry started. But why is the space expanding in 2022? Mainly because more and more specialised email service providers are joining the market.?

These specialised email marketing solutions often concentrate on one essential aspect, such as newsletter design or simplicity, instead of a "one size fits all" service (like Mailchimp). For instance, Substack sets itself apart from the likes of Mailchimp by concentrating on a specialised use case: those with a list of paid email subscribers.

Furthermore, Substack's fee structure is different as well. They get a percentage of each customer's money instead of collecting a monthly charge. Users receive a free start in return. Additionally, the platform handles invoicing, sending, and other operations necessary to manage a paid newsletter. Another email marketing software that is a little different from Substack is Mailbrew. This is specifically targeted towards digital marketers who want to run digital marketing campaigns on Twitter.?

Over the following ten years, content producers will probably concentrate their audiences on a resource they control: email. And their success will depend more on email deliverability than platform algorithms. Even in paid advertising, specialised email service technologies are becoming more prominent. The wild west of sponsored acquisition has long been email-marketing. However, this is about to change as businesses like Paved provide demographic targeting and automation on par with Facebook to email.

Podcasting Technology is Taking Off

According to?Statista , the number of podcast listeners in the UK will top 28 million by 2026 as more Britishers become interested in podcasts daily. However, a podcast needs more than just a host to be successful. A professional podcast also requires an excellent microphone and editing software.?

The Blue Microphone USB Mic has become quite popular in the relatively small podcast microphone market. Descript, a software for editing podcast episodes, aims to take over as the standard for this purpose. Several "podcast kits" are also available on Amazon, claiming to have all the tools required to launch a podcast from scratch.

Demand for Social Media Scheduling Tools Is Increasing

The MarTech market segment of social media scheduling receives little attention. However, these scheduling tools will likely be at most $1 billion in sales. OR go public. Despite this, many social media scheduling apps are expanding quickly regarding users and income. Additionally, these technologies might have large profit margins, just like many SaaS products.

This new crop of scheduling tools contains sophisticated functionality, which is fresh, such as automatically recycling previous posts. Additionally, they also support more modern forms like Instagram Stories. However, many brands in this market target professionals and agencies, not newcomers.?

A Few Benefits of Digital Marketing Technology?

Below are a few financial benefits of using MarTech (marketing technology) solutions:

It Improves ROI and Productivity Digital Asset Management

A corporate strategy known as "digital asset management," or DAM, involves using technology to preserve and store data in one centralised location. DAM ensures that all the data is maintained in secure areas for future reference as marketers regularly gather and assess data to develop various marketing strategies. Consequently, businesses can effectively share stored data with their team to ensure improved results and efficiency.

It Helps Optimise Customer Service

We probably hear of terrible customer service a million times before. However, until the competition became fierce due to digital marketing, businesses placed little value on customer service. Nevertheless, every company takes its customer service division seriously because they see its untapped potential. Ultimately, excellent customer service can aid in retaining clients and promote favourable word-of-mouth advertising for a company.?

It Helps Increase Social Media Reach and Engagement

Getting more clients can do wonders for a company's revenue. However, it's retaining these clients that lead to long-term success. And we are all aware of the current size of social media. Intelligent marketers know its value since it has become essential to everyday life. They are aware that they can swiftly expand their company by utilising the power of social media to provide engaging, valuable, and new content. Through video marketing, for example, they can increase the visibility of their services and products and guarantee the reach and engagement of their brand.?

It Helps Increase Marketing Campaigns' Efficiency

Due to increased competition in recent years, marketing has changed significantly in the commercial world. Since so many marketing touchpoints might affect clients, a great product or service cannot generate sales on its own. The advanced marketing technology boom has changed many things, and today's businesses must maintain a strong presence with their customers and brag about fantastic products and services.?

And this is when the potential of market automation is fully realised. It enables digital marketers to interact with a more global audience. After all, sending a customised message through an email or messaging app is a simple and effective way to interact with customers.?

It Helps Improve Data Access through Analytics Tools

We are all aware that content reigns supreme in digital marketing. The data, however, determines everything for a business looking to increase its customer base. However, this is where data collection and analytics determine if a plan will succeed, regardless of the platform, timing, or type of post a company focuses on.?

Today, data is widely accessible, and digital marketers can quickly access it with a few mouse clicks. Analytical tools have ensured that well-funded organisations are just some who continue to have control over data. As a result, data has evolved into a marketer's best friend. They can use it to fine-tune and visualise their marketing campaigns to create commercial value.?

In Summary,

The pandemic accelerated digital change. It compelled marketing teams to adapt their marketing plan for the modern day swiftly. In addition, it transformed the trading of different goods and services digitally. Moreover, technology has become an integral part of the various aspects of our lives. Hence, digital marketing is likewise impacted by technology instruments and has dictated a strategy to keep up with the fast-paced environment. That is why we embarked on an exciting journey to help clients benefit from our ample experience and effective technology to achieve their sales targets with a measurable return on investment.

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