Digital marketing is constantly evolving, so the future is wide open for business. But if you’ve stayed in your lane, you might be missing out on opportunities to not only attract new customers today, but also to create new customers in the future. With that in mind, I’ve compiled a list of six trends I see coming in the next few years that will impact all of us in the marketing space.
In the three-plus years I’ve been writing this blog, I’ve been promoted from a marketing blogger to a marketing consultant, and, with that, I have the privilege of being able to shake things up from time to time. One of the results of this is the adoption of a different title for this blog: “The MarTech Guide,” in an effort to make this site more in line with what I talk about when I’m in the business of advising clients on marketing and technology trends.
In 2017, there were a lot of predictions for what will happen in the future. However, a lot of the predictions were a little off. But this year, we have a lot of emerging technologies being used in different ways. We have a lot of technology being used in the marketing space, but we have a lot of emerging technologies being used in other ways. One of those is augmented reality. In 2021, we will have a lot of old technologies being used in the marketing space. In this article, I will go into what I think will change in the marketing space between now and 2021.
Are you looking for MarTech trends to assist you improve the effectiveness and efficiency of your campaigns?
The tools we use to evaluate our achievements and how we achieve them change as our marketing capabilities expand.
In this article, we’ll go through the six most important MarTech developments hanging over the marketing business and how you can take advantage of them.
What Is Marketing Technology (MarTech)?
Software and systems that assist people or companies in achieving marketing objectives are referred to as marketing technology, or MarTech.
This is a broad phrase that encompasses anything from email templates to data analytics.
While each person, agency, or business has its own set of MarTech requirements, the sector is rapidly expanding to cover any gaps.
The field has grown at an exponential rate during the last two decades. Being a marketer nowadays does not need being very tech-savvy, but it does necessitate understanding the advantages of tools that may help you enhance your strategy and achieve your objectives.
Your rivals are most certainly using MarTech to aid in the success of their initiatives. It’s time to start thinking about how you can use MarTech to automate, improve, and ideate your campaigns.
Examples of Marketing Technology
As previously stated, the term “martech” covers a broad range of topics. Some types of MarTech, however, are more prevalent than others. These are some of them:
Marketing through email
It’s no surprise that email marketing is a simple method to attempt to contact your target audience, with more than half of survey respondents admitting to checking their email more than 10 times each day. While the key word in that phrase was “try,” marketing automation technologies may help you come closer to your objectives.
To reach them, you’ll need tools and platforms that can not only send out your emails but also offer in-depth analytics and a real-time picture of reader behavior and interactions. The need for personalisation in email marketing will continue to rise as the medium grows and evolves.
Marketers should utilize automation and artificial intelligence to send customized emails to a certain audience group. Use data to evaluate consumer behaviors and preferences for each audience group and then create matching templates to accomplish effective customization. The remainder is up to your MarTech tool.
Management of Content
While maintaining website content used to be a time-consuming, labor-intensive operation requiring hours of coding, modern marketing technology has simplified time-consuming procedures, enabling marketers to focus on more essential tasks.
Content management systems (CMS) have advanced through time, and are currently capable of creating the following types of websites (among many others):
- networking on the internet
- platform for blogging
- webpage that is static
- shop on the internet
CMS capabilities are expected to increase at a compound annual growth rate (CAGR) of 16.7% as collaboration and planning tools that unify processes to enable full content management from creative through back-end development become more common.
Marketers may now use data analytics to get a better knowledge of consumer preferences and behaviors, such as how they buy, spend their time, and find new products, as well as market trends.
MarTech solutions that enable marketers to go deep into these data sets are important because they offer never-before-seen maps of how consumers interact with the internet. Marketers get a better knowledge of their consumers by monitoring their online activities.
Marketers will have greater insight of consumer journeys as MarTech data tools become more intuitive, tracking them from first curiosity to final purchase. Cookies and CTR, among other trackers, will be used to collect this insights. Understanding of customer behavior will improve as the technologies improve, enabling marketers to fine-tune their tactics.
6 Emerging MarTech Trends
We pulled out the six major trends that are expected to affect both the MarTech world and the marketing world far beyond this year to assist you select which MarTech products you want to add to your stack.
1. Increased Analytics Spending
If you’re tempted to leave an intuitive analytics tool out of your MarTech stack, resist the urge. From buyer behavior to conversion rates, these tools may help you get a deeper knowledge of almost every element of your marketing efforts.
In fact, over the next three years, marketing analytics expenditures are expected to increase by 61%, according to experts.
That is enormous. You don’t want to miss out on a product that has the potential to completely transform the way you conduct business.
The following are just a few of the numerous advantages of marketing analytics software:
- evaluating the results of marketing activities across platforms in real time and in detail
- useful insights to improve lead generation
- acquiring knowledge about consumer preferences and behavior
- Using predictive analytics to allow your company to be proactive rather than reactive is a great way to start.
2. A Greater Focus on Individualization
We exchanged a few nods as we discussed the significance of customization in marketing efforts and how it’s becoming more common.
In a nutshell, this approach entails providing audience members with personalized content. This customized approach establishes a bond with customers by considering them as people rather than numbers.
Some popular (and increasing) customization options include:
- emails that are specifically addressed
- video messages that are unique
- suggestions for products
- social networking sites
This trend will continue to increase in the future years, and marketers that don’t utilize technologies to help with customization will lag behind.
Personalization, according to 99 percent of marketers, helps develop client relationships, and 44 percent of customers say they would switch to a company that customized its marketing materials better.
You’re losing out not just on reaching out to potential consumers more strategically, but also on developing connections, if you’re not using tools and data to understand more about them.
3. Make the switch away from third-party cookies.
If you’re a marketer or advertiser who relies significantly on third-party cookies, you may be surprised.
Google stated in 2020 that third-party cookies will be phased out in two years. According to statcounter’s statistics below, Google Chrome accounts for almost 65 percent of the online surfing industry, thus this change will have a significant effect on how marketers collect data.
If you used cookie data to analyze customer behavior and identification in the past, you’ll need to rethink your approach.
Adobe has discovered that two out of every five companies are unprepared to move away from cookies, implying that businesses lack a plan for collecting customer data post-cookie.
Marketers will no longer be allowed to collect individual customer data once the transition is complete. To prepare for this future, digital marketers must follow the personalisation trend in order to reach and understand their target audiences.
4. There is a greater need for data privacy and security.
If you’ve been paying attention to the news lately, you’ve probably noticed that data breaches are on the increase. According to Statista, data breaches in the United States have increased from 660 per year to over a thousand in the last decade.
If you believe this number does not apply to you, you are mistaken. Your website and customer information are two of your most important assets. At all costs, you must defend them from harmful assaults.
5. The Importance of Campaign Automation Tools Has Increased
Every element of your marketing campaign may be simplified with marketing automation. You save time, avoid errors, and save money by utilizing these tools.
We aren’t the only ones who believe this: The marketing automation industry is expected to expand at an annual rate of 8.55 percent, with 51 percent of businesses currently using these technologies.
- Time-saving: When you use technologies to automate time-consuming activities like project management, everyone on your team will be ecstatic at the amount of time they can reclaim.
- More efficient spending: By identifying procedures that take up precious time and automating them, you may make better use of your budget, saving both time and money.
- Scalability: You can grow your MarTech automation solutions with you. These tools are ideal for today’s and tomorrow’s business requirements if you have a huge vision for your company.
- Concrete measurements of success: Throughout this essay, we’ve stressed the significance of data and analytics. Data insights are included with all MarTech automation solutions, allowing you to monitor anything from productivity to campaign expenditure.
Examine how marketing automation solutions may help you simplify your procedures and expedite campaign development as you evaluate your company’s requirements. The following are some of the advantages of marketing analytics software:
6. The Importance of Direct Mail Is Growing
Did you think direct mail was extinct? Consider this: 42% of direct mail consumers interact with your message by reading or scanning it.
Furthermore, direct mail marketing is preferred by 73 percent of Americans since it enables people to peruse the item at their leisure rather than demanding instant consumption.
According to Who’s Mailing What: Direct Mail, you should evaluate your organization’s direct mail strategy this year and beyond to determine if there are new (or missed) ways for you to reach your prospects directly via their physical mailbox.
Aside from the data shown above, direct mail has the following advantages:
- Personalization possibilities
- familiarity and trustworthiness
- simple to follow
- enhances your online marketing campaign
Frequently Asked Questions in Marketing Technology
What Is Marketing Technology (MarTech)?
Software and systems that assist people or companies in achieving marketing objectives are referred to as marketing technology, or MarTech. This is a broad phrase that encompasses anything from email templates to data analytics.
Is Marketing Technology a Good Investment for My Company?
Yes. With marketing technology accounting for 30% of North American marketers’ revenue, you’d be wise to invest in marketing automation tools and platforms that can help you take your campaigns to the next level.
What Marketing Technology Trends Will Take Over the Market?
While there are a plethora of MarTech developments that alter the industry year after year, we can definitely predict that these six will be game-changers:
- higher analytics expenditure
- a greater focus on customization
- Third-party cookies should be phased out.
- Data privacy and security are becoming more important.
- Campaign automation solutions are becoming more important.
- Direct mail is becoming more important.
Is Direct Mail Still an Effective Marketing Tool?
Yes, in a nutshell. Direct mail is a very successful marketing tool. While there is a lot of talk about digital marketing these days, this tried-and-true method of reaching out to prospective consumers is still as successful as ever.
Do you need proof? Only 42% of those who get direct mail really read what you give them. When you compare it to your typical email clickthrough rate (CTR), you’ll see how valuable direct mail is.
Conclusion on MarTech 2021 Trends
The technologies we employ to fulfill marketing requirements and consumer preferences will evolve as they do.
The six marketing trends discussed in this article, on the other hand, are here to stay.
Make sure to invest in software that can help you accomplish all of your marketing objectives to help your company develop with these MarTech trends. Tools are intended to be utilized, so be sure you’re putting them to good use to outmaneuver your rivals.
What do you think the greatest marketing trend will be in 2021 and beyond?
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This year has been a wild ride for companies and marketers alike. We’ve seen the rise of the way we consume and interact with media, and the shift towards a more personal and intimate approach to marketing and advertising. But as digital advertising makes it way into more and more industries, we’re bound to see more changes in the coming years.. Read more about what are marketing trends and let us know what you think.
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