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6 Emerging and New Martech Trends (And How To Leverage Them)
In a digital marketplace, it’s essential for agencies to leverage the latest software and technology tools to plan, carry out, track and measure their marketing campaigns. From artificial intelligence tools focused on communication to CRM software, the right martech stack can ensure agencies stay on top of their rapidly changing industry and continue to delight clients.
Martech tools and trends constantly expand and evolve, so keeping a sharp eye on new and upcoming developments is essential. Below are some of the latest trends in martech that are impacting the industry (or soon will be) and how agencies leverage them.
1. Conversational AI
The usage of conversational AI, specifically chatbots and virtual assistants, is one of the newest developments in Mar Tech. These technologies enable companies to communicate with customers in a more organic and personalised way by mimicking human communication. Conversational AI models can be trained by agencies to tackle more difficult tasks and enhance the client experience.
2. Big Data
Big data developments will undoubtedly be one of the top themes in 2023. Agencies may better serve their customers by investing in platforms and solutions that enable the expansion of target audiences at scale while bringing new levels of customization to those markets. AI and data analysis technologies are poised to improve the marketing potential they hold.
3. A Switch to Demand-Generation, Performance-Driven, and Search Channels
Large brand awareness efforts are being replaced by search, demand-generation, or performance-driven channels as brands realign their investment. In 2023, there will be a big change in this. In highly competitive and congested sectors like direct-to-consumer, brands and their agency counterparts will need to refocus on measurable results and demonstrate to company leadership that their marketing investments are yielding a return on investment (ROI).
4. A CRM Improvement Focus
To make the most of their investments, businesses are now paying more attention to customer relationship management systems. A good CRM links the marketing, sales, and service teams and helps a business thrive even if a CRM is nothing new. In order to get the most out of their CRMs, businesses are investing more time and money in upgrading their functionality and funding employee training.
5. Optimization for voice searches
Optimising a website, content, or other digital asset for voice search queries is known as voice search optimization. Voice searches for goods and services are becoming more popular among users of voice assistants like Siri, Google Home, and Amazon Alexa. For customers to find their products more easily, brands are optimising their content for voice search.
6. Harmonising Demand Capture and Demand Generation
Finding a balance between demand generation and demand capture is a major trend brand marketers are concentrating on. Marketers are investing in high-impact omni-channel campaigns that make use of data-driven targeting while also analysing the full-funnel impact of their efforts. Better business will be generated by organisations that can use data to provide consumers with better experiences.