MarTech Evolutions and Changes To Be Prepared For

Neither do new MarTech trends appear overnight, nor do they disappear in the blink of an eye. These trends mature gradually and are evident only after reaching a certain stage. Likewise, they fade out from the limelight gradually, wherein the effects can be witnessed for several years before any MarTech trend goes into oblivion. The same holds true for 2024, wherein you can expect several trends from 2022 and 2023 to continue shaping the MarTech sector further, as well as some new trends coming into prominence.

Leaders who have the knack for spotting upcoming martech trends and then are prepared to capitalize on them have a distinct advantage over others. Here are some of the MarTech changes you should be ready for:

• Zero-Party Data Collection:

Big data has become extremely important for companies globally. With government authorities becoming stringent about global privacy rules, there is an imminent need to update the methods for data collection. It is expected that in 2024, the MarTech sector will see several new developments. One of the most prominent developments would be becoming proactive with data collection operations. The forms and landing pages being used for data collection will become brief and succinct to retain user attention for extended durations and acquire conversion-related data accurately.

• No Code Technology:

This technology has become an extremely valuable asset for companies, and in 2024, this trend is expected to continue. An increasing number of businesses will create enterprise apps through low-code or no-code technology. To power Martech strategies in 2024, solutions pertaining to web pages, questionnaires, workflows, and bots will be created without any need to write even a single line of code. This year will see rapid evolution of no-code solutions wherein they will no longer be restricted to basic uses but will also be used for complex solutions like in-depth data analysis.

• Real Meets Virtual:

Holographic technology registered impressive developments in 2022 and 2023, and this trend will continue in 2024. This marketing technology is no longer restricted to movies or fictional stories. Marketers are widely using holograms as a marketing tool to boost brand awareness through increased exposure to the brand. Marketers are making use of this advertising technology to display mobbing pictures and interactive objects in 3D. Conventional digital advertisements are slowly being replaced by holographic advertisements to pique the interest of customers. As a result, it is expected that in 2024 this technology will simply explode and become the go-to solution for enhancing brand recognition.

Marketing Technology News: MarTech Interview with Jennifer Jackson, CMO @ Actian

• Video-first is the way to go:

Videos have been widely used by marketers as they can hold customers’ interest for longer periods as compared to static posts. In the world of social media marketing, video-first content has become a priority area. Marketers are making use of short videos such as YouTube shorts, Instagram reels, or TikToks. This strategy has been helping marketers boost the brand’s exposure and engagement amongst users from the GenZ or millennial generation. Platforms like Instagram are tweaking their algorithm wherein they favour reels, and as a result, video creators gain better visibility than content creators with a focus only on static content.

You Might Like – Episode 205 Of The SalesStar Podcast: Driving Sales and Marketing Engagement with Video-Audio Outreach: Featuring Michael Litt, CEO at Vidyard

• Visual and Audio Content:

While video content has been experiencing steady growth, non-visual but audio content in the form of audio podcasts and audiobooks is also witnessing a resurgence. This will enable marketers to access multiple forms of interactive content to pass a message to the customers. This interactive content will help them generate inbound traffic in a more efficient manner.

This marketing trend is being touted as a resurgence because, traditionally, advertisements relied heavily on sound. Radio ads were popular for attracting the attention of customers across cities and villages. The influence of video and audio content will boost different kinds of martech growth and innovations. Therefore, podcasts will witness incredible growth with marketers who wish to create an efficient inbound marketing strategy through customer education. Certain products and services directed at older customers can be the perfect fit for this strategy. Such products have a learning phase in their marketing funnel, and through no-video audio content, marketers can easily educate the customers regarding various aspects of their products and services.

• The Era of Genuine Influencers:

Influencers have emerged as some of the most popular people across the world, wherein their capacity to influence customer decisions is unparalleled. But during the pandemic years, customers grew disenchanted with near-perfect-looking influencers and started preferring genuine influencers who are more focused on propagating ideas instead of products or services. 2024 will see brands associating with influencers who stand for certain values and are just not trying to sell certain products and services.

The MarTech sector is evolving at a rapid pace, with numerous interesting developments taking place across the spectrum. Like 2022, 2023 and previous years, 2024 also holds a lot of promise for marketing technology, and it will be interesting to see how new MarTech solutions help marketers grab customer attention meaningfully.

Marketing Technology News: The Impact of AI Avatars on the Future of Media