Martech trends predicting a bright future for marketers
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A team of certified Adobe Experience Cloud experts working to build the future of digital experiences
In a world where customer experience (CX) is the differentiator, MarTech has become a critical component of digital transformations as businesses look to better understand their customers and act upon their preferences.
According to the?eCommerce Trends in 2022:
Organizations need to prioritize these needs and concentrate on keeping up with the market.
Here's a summary of 5 of the most significant martech trends that will help organizations stay relevant in 2022.
AI integration
The 2020s will be the decade in which artificial intelligence will cease to "assist" marketing software instead of "power" it. But even today, the power of AI-driven marketing strategies is generating considerable revenue for organizations that know how to harness it.
The use of AI and machine learning has become an essential element for
Companies like Amazon are recognized for combining past consumer behaviors and predictive algorithms to power recommendations, allowing them to suggest customized suggestions in real-time, driving an estimated 35% of total sales.
But not only does AI drive sales by providing robust recommendation systems, but it can also help ease the pressure off overworked marketing teams in one of the most challenging job markets ever.
AI can streamline tasks, analyze data and automate repetitive work, providing much-needed relief and process optimization.
As time goes by, AI will play an increasingly active role in digital marketing.
Optimization of customer data use
One of the biggest challenges for all organizations is breaking traditional information silos that keep customer data spread across multiple, incompatible systems.
Organizations are now trending towards unified customer profiles where all available data is compiled, providing valuable insights that enable quicker and more effective decision-making.
The competition will be about which brand can provide the most personalized omnichannel experience that keeps satisfied customers coming back.
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Data privacy
No surprise here. 66% of global consumers are concerned about how the companies they interact with online use their data, according to the 2021 Deloitte Digital Consumer Trends Survey.
The impending discontinuation of third-party cookies across the internet means that organizations need to be mindful of how they use customer data, but they also need to develop internal solutions even to acquire the information in the first place.
"There needs to be an extensive investment in switching to first-party data and unified customer profiles to enable the necessary support for data scientists and predictive analytics, AI, and ML." Jay Proulx, Head of CXM at TMG.
While this is a goldmine for D2C-focused organizations, others will be forced to adjust their models to stay competitive. Developing strategies to collect, protect and use private data for a better customer experience will be vital to navigating a more private internet.
The metaverse
The metaverse is only starting to show flashes of what is to come, but interest is rising, and big brands such as Google, ByteDance, NVIDIA and Microsoft are already exploring its possibilities with plans for IoT implementations, alternate reality/virtual reality, mixed reality, infrastructure simulations, and more.
Despite the hype, though, its true potential remains unknown. As a result, some analysts suggest exploring its possibilities while still being mindful that, as with other cutting edge technologies, its early audience could be unstable, and investing considerable resources to be an early innovator may not be profitable yet.
In reality, mass adoption of the metaverse could take years to implement. Nevertheless, companies with niche communities and applications that thrive in VR/AR have the potential to grow in the metaverse. Still, other brands might want to calculate their involvement before proceeding carefully.
Having purpose and connecting with customer values
Customers want brands that are related to them beyond the sale. They want brands to be associated with their values, like being environmentally friendly, being transparent about your supply chain, and making an effort to be an inclusive organization.
Organizations that stand for a cause that helps people and the planet while providing quality services are in high demand, such as brands that give away a percentage of their earnings or a set amount of their products every time a milestone is achieved.
According to IDC FutureScape's 2021 marketing predictions, creating "contextual and empathetic" relationships with their customers is essential, focusing on understanding what they want and how they want to be treated.
The best way to accomplish this is through omnichannel marketing strategies to deliver real-time experiences powered by customer data processing at scale.
Final thoughts
The time is now for organizations to integrate their martech stacks to provide the experiences customers are looking for: personalized, unified touchpoints representing a brand standing for something greater than just making a profit.