Future Transformation of Martech

In today’s highly competitive modern markets, brands develop more profound and meaningful relations with their target audiences thereby creating marketing campaigns that resonate with them. Digital marketing has grown into the most efficient and continents ways for brands to connect with larger audiences and gather data based on their behavioral patterns.

Additionally, the adoption and easy access to smartphones and social media supported by technological advances in areas of AI and Analytics has enabled brands to have a strong digital presence. Advertisers today are looking for new ways to gain better visibility on digital platforms. Let’s look at the future transformations and expectations of martech.

Future transformation of martech

1. Mobile-first experience will become table stakes

Mobile-App

Mobile apps are and will always be a primary tool that bridges the gap between online and in-store shopping experience. It helps to provide an added convenience when customers need it the most. Retailers need to work on the adoption of their mobile apps by optimizing load times, streamlining checkout, and providing easy payment options.

With options for more efficient curbside pickups and order-ahead options, mobile front-end transactions will help create seamless shopping experiences, saving time and money for retailers and customers alike.

2. Consumers crave convenience and personalized brand interactions

There is no denying that the shift towards online shopping makes personalization a top priority for marketers. The criticality of establishing one-to-one relationships will continue to grow. For brands that are striving to attract new customers and build brand loyalty, the concept of customer-centricity will prove to be key.

Additionally, there are tons of martech solutions to help brands build robust first-party data assets that enable leveraging third-party customer acquisition solutions and collect purchase data from their brand sites. Marketers who can leverage insight to create personalized experiences will be huge winners from the aspect of brand loyalty. 

3. Advertisers seek performance partner to reduce ad spend

With all the live sports happening virtually and the rise of ad-free environments, marketers are reallocating ad spend from traditional channels and investing their budgets for measurable digital channels. Advertisers are moving quickly to prioritize performance, and de-risk ad spend. Metrics like views and impressions will fall out of favor in driving positive ROI.

Additionally, the shift from lead centric programs to person-centric programs is adding more emphasis to lifetime value. When paired with strong performance partners, a well-integrated martech will enable brands to collect and use consumer insights to facilitate an end-to-end marketing approach.

4. Cybersecurity becomes the main priority

Focus on cybersecurity is not something new. However, the threat level is higher today than it was ever before. This is mainly because everyone is shifting to the cloud, thereby multiplying their vulnerabilities. Additionally, this results in a shift in priorities, with cybersecurity being the main priority. Cybersecurity is not only a concern for companies but for audiences as well.

The only possible way to provide a guarantee of safety is by employing robust software across the company. Therefore, prioritizing cybersecurity as the top concern impacts the quality of martech software and creates an environment of adoption of custom software with required security levels.

5. Dominance of Artificial Intelligence (AI)

Artificial intelligence AI research of robot and cyborg development for future of people living. Digital data mining and machine learning technology design for computer brain communication.

Cutting edge technology has found its way into marketing operations such that today we seem to have a new tech-focused trend almost every month. AI already has multiple martech uses but yet has room to grow more. With the widespread adoption of chatbots, predictive analytics, and automated sharing platforms, marketers are familiar with the benefits of AI.

Through the use of AI algorithms, marketers can serve highly personalized experiences to laser-focused audiences and bring engagement to a new level. AI will adapt to each individual and offer pieces of content to their unique traits. AI will surely dominate the martech landscape in the coming years.

Conclusion

Though the year has impacted many activities, its consequences have brought about greater opportunities between marketing and technology. Brands that are investing in martech will be a better fit to face the constantly changing environment. Technology always comes to the aid of marketers, which is why the future of martech is bright and as dynamic as ever.

How will the future of martech create a shift in your processes? Let us know in the comments below!

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