As we approach 2024, the marketing landscape is rapidly evolving with exciting technologies. Here are the top 10 marketing technologies to get excited about:
- Unreal Engine: Revolutionizing 3D content creation for immersive marketing experiences.
- The Metaverse: Yes, it is still on the list despite the FUD, because of the successes we've seen by brands like Ralf Lauren, Gucci, Tommy Hilfiger, Nike, Walmart, and Forever 21, creating engaging and interactive brand experiences on platforms like Roblox and The Sandbox.
- Generative AI: Transforming content generation and business efficiency. Chat GPT, but also Jasper and Einstein GPT for changing how we generate text.
- Web3 Loyalty: Emerging as the new paradigm in customer loyalty and engagement, in which the wallet replaces the cookie, bringing many new ways to structure rewards and build community. A great example of an emerging platform in this space is OneOf.
- Prompt Engineering: The career of the future, crafting precise AI responses for targeted marketing, new application development or whatever else you need to do. Here's a job description template if you're scratching your head.
- Low-Code/No-Code Platforms: Simplifying application development and enabling marketers to create digital solutions without extensive coding knowledge. Examples of these are Shopify, Wix, Intercomm, Twillio, Unbounce and everything that allows you to create without developing it yourself. This is the future; don't let anyone tell you otherwise.
- AI-Driven E-commerce Tools: Facilitating faster, data-driven conversions. Shopify is doing some good things here, and there are also SA startups like Productify.
- Campaign Management Tools: This is a continuously evolving set of tools that improve collaboration and efficiency in marketing teams, like ClickUp, Monday.com and others.
- Asset Management Solutions: Streamlining content storage and access. This still seems to be something that large organisations need help with, even though one can call it basic hygiene. AI is going to make these more intelligent.
- Chatbot E-Commerce: Messaging apps like WhatsApp will be where most e-commerce transactions happen once those conversations are replaced with AI and feel like customers are talking to a personal shopper instead of a USSD menu.
That's my list and, like every list that will come out towards the end of the year, some things will take five years before they become mainstream. That said, deciding whether you want to be a pioneer, a follower or a laggard is important because it will set your investment and resourcing agenda and also help determine how you want to win.
I provide consulting and advisory services to companies seeking to enhance their digital customer experience and marketing. Contact me on LinkedIn to learn more.
