Marketing Technology Trends 2024

By TechDogs Editorial Team

Overall Rating

Overview

Have you ever been to a stage play or an opera? We bet the actors captivated you with their skilled portrayal of characters and dramatic dialogue delivery. Perhaps you were mesmerized by the live musicians, who created an engaging ambiance throughout the show. Yet, there’s another important team working behind the scenes to ensure successful production. We’re talking about marketers or promoters who create a buzz around the play or opera even before the tickets are made available!

Similarly, behind every well-designed and innovative product/ service is the marketing team, ensuring the world hears about the brand. Yet, the backstage maestro helping every marketer is MarTech, or simply marketing technology. In the modern attention economy, nothing but the most ideal combination of marketing tactics, technologies and strategies can stand out – we mean, the right marketing can be the difference between crickets-buzzing-around-empty-seats and a rousing standing ovation in the modern business opera!

Jokes apart, how can businesses and brands ensure their products/services are marketed in the finest way possible? Well, that’s a secret – but what every marketer definitely needs to know is the latest that’s happening in the realm of MarTech. So, join us as we deep dive into the little-known, emerging trends in the marketing realm to find out what MarTech holds for us in the near future.

Here are the top 5 Marketing Technology Trends of 2024 unveiled!

We bet one of the most challenging aspects of a marketer’s professional life is staying up to date on all that’s happening in marketing technologies. We feel your pain, dear marketers!

After all, navigating the fast-paced MarTech landscape demands more than just strategies and metrics —it requires tech-finesse. Without an understanding of Marketing Technology at the core of marketing decisions, businesses just cannot compete in the current market (pun intended!).

This makes it even more critical (and that much more challenging) to identify the top trends in marketing technology that aren't just buzz. Marketers want trends that can be their compass in guiding marketing campaigns toward success – and they want them before they become mainstream.

Picture this: in 2024, marketers will execute precision-targeted campaigns that are powered by generative AI, delivered via omnichannel approaches with personalized geo-context to drive engagement. Hey, that’s not just an example but the potential of Marketing Technology at work!

So, join us in dissecting the top 5 Marketing Technology trends of 2024 that are redefining the game!

Trend 1: Artificial Intelligence Will Revamp The Marketing Technology Realm

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We don’t need to tell you that Artificial Intelligence (AI) has progressively advanced and become perhaps the most popular technology of recent years. So, marketers who want to stay one step ahead of the curve will follow the progress of AI technologies closely, as it quickly entering the MarTech stack in 2024!

AI will be incorporated into almost every conceivable marketing workflow in the first few months of 2024. According to a report by InData Labs, global AI adoption will be valued at over USD 1,597 billion by 2030. Thus, marketers who implement AI at the outset will profit the most from the latest AI advancements, such as generative AI, in the dynamic marketing environment. For instance, AI algorithms will help marketers determine which social media platforms consumers engage with the most, what search results they find relevant, etc. to tailor their marketing strategies for audiences. Moreover, AI-driven sentiment analytics will make marketing smarter by allowing personalized customer outreach.

Raja Rajammanar, Chief Marketing & Communications Officer of Mastercard, validates by saying, “AI is probably going to be the single biggest disruptor and enabler of marketing in total. It’s a dream come true, from a marketer’s perspective." This is reflected in a HubSpot study highlighting that over 80% of industry experts have integrated some form of AI technology into their marketing activities in 2023. Hence, AI-driven workflows will become the norm in marketing circles in 2024!

TechDogs’ Takeaway: AI has been the biggest buzzword in 2023 and for good reason! Marketers who want to leverage the trend must implement AI algorithms that analyze customer behavior, enabling personalized marketing strategies to be developed. This will lead to tailored recommendations based on individual preferences to enhance engagement and conversion rates. Next, marketers must also leverage AI for automating repetitive tasks such as data analysis, segmentation, campaign optimization, etc., to increase overall marketing efficiency. Lastly, marketers need to explore generative AI tools to create unique and engaging content, ranging from blog posts to social media captions, to streamline content creation in the marketing workflow.

Trend 2: Marketers Will Rely On Local SEO Tools For Multilingual Strategies

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Multilingual marketing is of paramount importance in the modern marketing realm as businesses have started engaging with a diverse, globalized audience. Hence, in 2024, we will see the rise of multilingual SEO tools that will allow marketers to establish stronger connections, build trust and convey their messages more accurately on a global scale.

Marketers, being customer-facing professionals, will be at an advantage by speaking to potential customers in their native language. This is where multilingual marketing can open the doors to completely new markets. In 2024, local SEO tools will be the need of the hour, given that marketers want a competitive edge in an increasingly globalized marketing landscape.

Moreover, investing in multilingual search and marketing tools can highlight a brand's commitment to global inclusivity and boost customer loyalty and brand recognition, especially with younger audiences. For instance, tools such as Yext, Georanker, Localo, etc., offer local SEO features that come in handy to deploy multilingual Seach Engine Optimization strategies.

According to Judd Danagan, digital influencer and founder of ads services Bright Vessel, businesses with multilingual websites experience an increase of 70% in the average conversion rate. That’s not all, with only 5% of websites leveraging multilingual SEO at the moment, businesses that get in on the trend soon will see a significant competitive advantage in 2024.

TechDogs’ Takeaway: We don’t need to tell you that although English is the global language, many consumers expect you to reach out in their local native languages. Hence, marketers should start tailoring website content for target languages and locations by utilizing keywords in multiple languages, incorporating culturally relevant content and optimizing meta tags to enhance visibility in local searches. Next, marketers must conduct thorough keyword research for each language and region. It is critical to understand the local search behavior, preferences, language nuances, etc. of the target audience, allowing you to optimize the website content effectively. Finally, marketers need to establish consistent and accurate business citations across languages to improve visibility on search engine page results (SERPs) for their multilingual audiences.

Trend 3: The Rise Of Holographic Advertisements Will Be Inevitable

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We bet you’ve seen holographs in sci-fi movies and thought, “No way am I seeing one of those anytime soon!” Well, think again as hologram technology will become a reality and is set to be adopted by marketers in 2024 and beyond.

The immersive marketing experience is quite niche but has undoubtedly helped marketers enhance their brand engagement and thus, information retention in consumers. With holographic advertising, businesses can display 3D interactive images or videos on billboards and digital displays. This makes holograms the perfect new-age marketing tool for businesses wishing to highlight their brands, improve customer engagement and boost brand recognition in the public ads space. After all, marketing via holographic ads will make a solid first impression on consumers, which is crucial in a world where audiences are bombarded by digital advertisements – and what better way to stand out?

For instance, Hypervsn, a London-based business, has developed 3D holographic displays that offer cutting-edge, high-resolution holographic projections for advertising. The global, multi-platform media and entertainment company Mashable even labeled Hypervsn’s holographic displays “the future of retail displays!” We expect this advertising technology will find major adoption and will quickly enter the mainstream MarTech stack. If you want to make your marketing strategy more exciting, this might be the way to go!

TechDogs’ Takeaway: Brands are always looking to share stories and create an impression. Holographic ads will help businesses tell compelling stories that engage consumers on a sensory level. Marketers looking to create memorable and immersive brand experiences that leave a lasting impact on consumers should opt for the holographic medium. They must identify strategic locations for holographic displays, preferably with high foot traffic and frequented by their targeted demographic, as the ad's placement will enhance its effectiveness and visibility. Finally, marketers can experiment with the integration of augmented reality (AR) into holographic ads to offer interactive experiences that allow users to engage with the ad. This marketing strategy will foster a deeper connection with the customer and increase the likelihood of them engaging and converting!

Trend 4: The No-code Framework Will Become The Marketing Technology Norm

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We bet you already know that no-code frameworks have seen major adoption in the past few years. Given its popularity, in 2024, more marketers will adopt no-code development platforms to revolutionize how they create, manage and deploy marketing campaigns.

No-code technology refers to the use of visual interfaces, drag-and-drop editors and pre-built components that enable users with zero coding experience to create applications and automate processes that have traditionally been human-driven. According to the research firm Forrester, the market for no-code (and low-code) development platforms will increase to USD 21.2 billion by the end of 2023. Among various other industry professionals, the adoption of no-code platforms will be propelled by marketers in 2024. It will revolutionize how they approach their day-to-day tasks, such as creating marketing or ad campaigns, enabling them to develop and deploy marketing software without any coding expertise!

For instance, no-code tools will soon help marketers build landing pages, interactive web elements and even websites by leveraging intuitive drag-and-drop interfaces and pre-built templates. According to Scott Brinker, an author for the Chief Marketing Technologist blog and creator of the Martech Supergraphic, the trend addresses a major demand in the MarTech industry. He asks, “How do we empower more and more general marketers, general business users, to be able to create things with these, that previously, they would have had the job out to some sort of technical expert or some kind of specialist?” No code will prove to be the answer soon! As the adoption of the no-code framework rises within the marketing technology realm, marketers will have less reliance on software developers and more control over their campaigns.

TechDogs’ Takeaway: Marketers no longer need to scratch their heads over technical aspects of the job! To benefit from the no-code framework, marketers must leverage no-code marketing tools for campaign automation, leading to streamlined processes and time-saving. An automated, no-code deployment ensures quick outreach to the target audience and higher productivity. Moreover, marketers must integrate generative AI capabilities into their no-code tools, leading to personalized content creation within the no-code pipeline. Lastly, marketers must capitalize on the flexibility of no-code platforms for rapid experimentation to test and optimize their marketing strategies. After all, doing A/B testing and adapting to evolving consumer behavior is key for marketing success!

Trend 5: The Integration Of SSP And DSP Will Boost Ads Marketing

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If you’re a marketer, you surely know that Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs) have traditionally operated as separate entities in the advertising software ecosystem. However, starting in 2024, a major trend in MarTech will be the integration of SSP and DSP platforms!

To date, the DSP-SSP ecosystem has worked as such: the demand side platform for advertisers offers automated, centralized features to help marketers buy advertising and reach the right audiences at the right time, within a defined budget. Think of Amazon DSP, where marketers can buy display ads, video ads, audio ads, etc. across Amazon’s sites and apps. On the other hand, the supply-side platform helps publishers automate the selling of advertising to reach a greater pool of potential buyers. For instance, Amazon Publisher Services offers advertisers/marketers direct access to high-quality demand inventory.

With the integration of SSPs and DSPs, marketers will be able to access a wider range of publishers' inventories through a unified platform, eliminating the need to negotiate separate deals with diverse SSPs. Moreover, the integration will enhance targeting capabilities, as DSPs will be able to leverage the buyer data available with the SSPs, leading to more personalized ad experiences for consumers. In fact, Emarketer (now Insider Intelligence) reported that roughly 85% of digital display advertising spending in the US was transacted through the DSP-SSP ecosystem in 2020. Hence, the DSP-SSP integration will affect a significant chunk of digital ads and allow marketers to create personalized experiences for ad buyers and sellers

TechDogs’ Takeaway: Although disparate DSP/SSP platforms have been the norm since the mid-2000s, marketers will look to unify them in the coming years. Marketers integrating SSPs and DSPs must ensure seamless communication between the two to gain customer insights, optimize ad placements and enhance targeting capabilities, leading to effective marketing campaigns. Moreover, to truly leverage the real-time capabilities of the SSP-DSP integration, marketers must utilize data-driven insights to adjust bids, targeting parameters, etc., to enhance ad performance and overall campaign efficiency. Lastly, with this integration, it will be critical to implement integrated measurement and analytics tools that assess the ad campaign’s performance. Only by analyzing the cross-channel impact and deriving actionable insights will marketers be able to continuously improve their marketing strategies.

Conclusion

That brings us to the close of this year’s top Marketing Technology trends. Like in previous years, the world of MarTech is shifting as it aims to accommodate the dynamic demands of marketers and consumers alike. From the adoption of AI and local SEO tools in the MarTech stack to the integration of DSP-SSP and the emergence of no-code MarTech, 2024 promises to be an exciting year for marketers!

We’ll be back next year with an up-to-the-minute list of the latest and the hottest in the world of MarTech!

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Marketing Technology MarTech Marketing Technology Trends Supply-Side Platforms (SSPs) Demand-Side Platforms (DSPs) Marketing Tech Generative Artificial Intelligence Technology Trends

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