13 New And Emerging Martech Trends (And How To Leverage Them)

by Lindsey Francy Feb 3, 2023 News
13 New And Emerging Martech Trends (And How To Leverage Them)

Agencies need to use the latest software and technology tools to plan, carry out, track and measure their marketing campaigns. The right martech stack can help agencies stay on top of their industry and continue to delight clients.

Keeping up with the latest developments in Martech is important. Some of the latest trends in martech are discussed by members of the Forbes Agency Council.

Photos of featured Forbes Agency Council members.

The members are pictured together.

Photos courtesy of the individual members.

Conversational artificial intelligence is one of the latest trends in martech. Businesses can interact with customers in a more natural and personalized way by using these technologies. Agencies can use artificial intelligence to improve the customer experience.

Big data will be one of the hottest trends in the near future. Agencies can deliver results and value to clients if they invest in platforms that allow for expanding target markets at scale while delivering a new level of personalization to those markets. Data analysis and artificial intelligence technologies are on the verge of advancement.

Forbes Agency Council is an invitation only community for successful public relations, media strategy, creative and advertising agencies. I don't know if I qualify.

3. A Shift To Search, Demand-Generation And Performance-Driven Channels

Big brand awareness campaigns are being replaced by search, demand- generation or performance-driven channels. This will be a big change in the year of 2023. It's going to be important for brands and agencies in crowded markets to shift their focus to measurable results and prove to business leadership that their marketing spending is working.

Customer relationship management technologies are being paid more attention to by companies. A functional customer relationship management system connects the marketing, sales and service teams and grows a business. Companies are giving more resources to their employees in order to maximize their value.

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5. Voice Search Optimization

Digital assets can be used for voice search queries. People are using voice assistants to find products and services, and they are using voice commands to do so. The brands are making it easier for their customers to find their products.

6. Balancing Demand Generation And Demand Capture

Brand marketers want to find a balance between demand generation and demand capture. High-impact campaigns that use data-driven targeting are being invested in by marketers. Better business outcomes will be delivered by agencies that use data.

7. Tailored, Real-Time-Relevant Content

Tailor content to present minimal but relevant data in near-real time instead of replacing crumbled third party cookies. Customer profiles can be created with call tracking and conversation intelligence tools. This data can be used to drive campaigns across search, social and display channels.

8. Leveraging Google’s Response To New Technologies

There are legitimate business challenges for the first time in a decade. The company has been decreasing the threat of apps through its efforts to improve the mobile web experience. The latest threat is the artificial intelligence, specifically the chatGPT. It will open up new opportunities for agencies to use.

9. Interactive Marketing

We can expect interactive marketing to dominate in the years to come. Agencies can use this trend to create branded interactive content, such as quizzes, games and calculator. The opportunity to engage potential customers while giving you a highly shareable piece of content to attract a wider audience is created by this.

10. A ‘Video First’ Mentality

It's a good idea to prioritize video over other media. Social and search platforms are placing a higher value on video due to the fact that it is not as expensive to create and distribute as it has been. The ability to offer more information with greater retention is what brands must focus on.

11. A Greater Focus On Customer Data And Identity

With third-party cookies going away, a traditional martech and/or adtech stack will change, along with the processes that agencies have become accustomed to. Agencies will want to follow the evolution of data collaboration and ID resolution and have a good grasp of concepts across the landscape of identity partners, customer data platforms and data clean rooms to future proof their offerings.

12. Centralizing Customer Data For More Personalized Experiences

It is a fancy way of saying "personalization." Customer data needs to be reexamined in order to truly personalize the experience. I expect more businesses to use data to personalize their services. Agencies that are smart should help their clients with this process.

13. Ungated Content That Facilitates Customers’ Outreach

Long lead forms will be eliminated by the latest tech. Tech will allow buyers to reach out directly and will be dropped from content by marketers. Readers will be able to text, chat, call or email a specialist about a specific topic, instead of gating an asset. You can let your prospects know when and where they are ready.