Top Trends 2023 - Marketing Technology

As the digital space continues to evolve, so does the marketing technology that drives it. We live in 2023 when marketers are equipped with several technologies such as IoT, data analytics and voice search. Well, these are not just the names of snackable technologies but also the hottest trends that will hugely impact how marketers will operate in the coming year.

However, it is also a fact that with new trends constantly emerging, marketers must modify their approach and up their game. Now, imagine you are a marketer who not only aces the latest trends but is also accountable for the responsibilities of knowing what’s upcoming in the marketing world. Wouldn't it be super attractive for your customers, impressive to stakeholders and a value-added advantage to your brand? #TheGreatestJackpotOfAllTime

All said and done, we’re here to help! Let's take a closer look at each of these trends and see how you can leverage them for your organization's next marketing campaign. Presenting the top 5 Marketing Technology Trends of 2023, weaved in with juicy lessons taught by the most popular characters, series, movies and documentaries! Sounds exciting, right? So, without further ado, let’s begin!
 

Trend 1: IoT Will Be The Must Have Trend In Your Kitty

The Internet of Things has the potential to turn every device — from home appliances to cars, vending machines and almost anything else you can think of — into devices that are smart, connected and able to transmit data via the Internet. It means marketers must adapt their strategies and processes to remain relevant in the fast-changing world of connected devices.

A report by IoT Analytics predicts that by 2025 there will be approximately 27 billion connected IoT devices. So, why not leverage the power of IoT for marketing? IoT will open gates for new opportunities to drive efficiency and effectiveness in many ways. Brands will use IoT to streamline operations, collect more personalized customer data and target specific audiences with relevant ads. IoT devices will find a higher adoption in 2023 and marketers must look to use IoT data in their marketing strategies as well.

TechDogs' Opinion: IoT-enabled customer data platforms will help marketers handle high volumes of real-time streaming data, extract significant insights and offer a more relevant connection between all marketing systems. We expect that IoT will also enable you with an on-point analysis of customer behavior and enhance personalization to provide a new and unique experience to customers. Besides, with the trend of IoB (Internet of Behaviors) rising, we believe IoT will gain more traction in the coming years in marketing circles. The Internet of Behaviors is a trend that will equip brands and marketers with data to develop enhanced product recommendations and location intelligence-based offers. #IoTWillBeMarketersNewBestFriend
 

Trend 2: Embedded Data Analytics In Marketing Will Be Necessary

The next trend on our radar is embedded data and its analytics, which surprisingly reminds us of Jiro Dreams of Sushi, a movie that revolves around the idea of falling in love with your work and being dedicated to mastering your skills. Besides, it teaches us to be detail-oriented and we believe it goes perfectly with using embedded data in marketing. How, you ask?

You see, in today's digital marketing landscape, your ability to find data-driven insights and act on them quickly will separate the winners from the rest of the crowd. This trend will allow marketers to embed data analytics capabilities into their enterprise tools to drive smarter digital marketing campaigns. Embedding analytics in software and applications will enable marketers to measure campaign performance more efficiently and in real time.

"The goal is to turn data into information and information into insights," says Carly Fiorina, Former CEO of Hewlett Packard. Embedded data and its analytics will help you turn those words into reality. It will help marketers access and analyze customer data within the applications they regularly use and make informed marketing decisions without jumping back and forth between applications.

TechDogs' Opinion: It's no surprise that today's marketers have access to massive volumes of customer data and they are itching to use it to drive marketing performance. However, turning data into insight isn't as easy. Fortunately, we believe that embedded data and analytics will be a budget-friendly approach that will help marketers tackle this issue.

We also forecast that predictive and advanced analytics, Machine Learning-driven analytics, etc. will be some of the technologies that will gain a massive boost as marketers adopt embedded analytics. These technologies will sail the wave of the embedded analytics trend to equip businesses with quicker analytics, more relevant insights and on-point decision-making. #EmbedddedAnalyticsForTheWin
 

Trend 3: Marketers Will Need To Be Wise With Voice Search

The next trend (and a key takeaway from the movie – The Founder) is to be The Founder of maintaining a consistent feel and delivering the expected customer experience each time. Being present in 'voice searches' can be the best way to achieve that, as voice search is quickly becoming the preferred way for users to interact with their devices. As voice search continues to grow, marketers will look for more ways to leverage it in their campaigns.

A report by Statista suggests that the global voice recognition market size is projected to reach 27.16 billion by 2026. Voice search will optimize searches and making your content inclusive for users who can't see or read easily will become a major push toward inclusivity. Voice-assisted technology, such as voice assistants on smartphones, will understand natural speech with a user's preferences in mind, making voice search perfect for consumers. Hence, marketing activities and campaigns will need to be voice-friendly in the future.

TechDogs' Opinion: Like any other marketing tactic, you must utilize this trend carefully. If you throw in some voice search keywords for your website and hope for the best, you probably won't get the desired results. On the other hand, if you implement voice search in a way that plays to your strengths as a marketer and takes advantage of its unique benefits, then it can be a fantastic asset. We also expect marketers to head for voice push notifications to stand out in the crowded marketing landscape. In our opinion, voice search and voice SEO will need to leverage Artificial Intelligence (AI) and Machine Learning (ML) as they will continue to analyze how your users interact with smart devices, helping you tailor your voice campaigns accordingly. #Don’tIgnoreVoiceSearch
 

Trend 4: Consumer Privacy Will Be No Private Issue

Now it's time to shed some light on The Great Hack of consumer privacy. With so many data points, options and strategies to choose from, it can be tricky finding the right balance between personalization and intrusiveness. Somewhat like, The Great Hack, a movie on data privacy that revealed how some organizations forget that there is a thin line between personalization and intrusiveness and use scrap data from social networking sites. Hence, in 2023, marketers will need to be more aware of consumer privacy options and focus on securing sensitive consumer data.

Not just in the movie mentioned above but even in real life, whether it's social media or dating apps—there are plenty of examples where trust in brands has been shaken and fragmented due to poor consumer privacy. So, to steer clear of such acts, marketers will be expected to treat consumer privacy as a top priority while using consumer data for marketing purposes in 2023.

A study by Statista predicts that by 2023, 65% of the global population will have personal data covered under privacy regulations. This fact makes it evident that marketers are anticipated to adopt a new set of privacy-friendly strategies to avoid alienating audiences and driving them toward competitors instead. That's because people now expect higher control over how their data is used.

TechDogs' Opinion: Data invitation, data dialogue and data proposition are some new strategies that will help you to build ‘privacy-friendly' relations with your customers.  We’re sure that the future will demand businesses to be more responsible and transparent when asking consumers to agree to their privacy policies on websites and come up with accountable alternatives for personalized marketing for users who opt not to share personal data.

One way to do that is by leveraging an omnichannel approach to make sure data from consumers is sourced across various channels as well as giving consumers more choices to opt-in to share data across channels they prefer. We believe that methods that help marketers create a fully permission-based relationship with their customers, win the trust of skeptical customers and align to rules and regulations concerning data privacy will be necessary. #MarkertersFocusOnConsumerDataPrivacy
 

Trend 5: Video Content Will Be An Essential Marketing Hack

With the hustle and bustle of life, people barely have time to read lengthy blog posts, articles or even books. Video content has become an excellent way to effectively communicate your message, brand or other messaging to your customers. It gets their attention more than anything else and also creates a lasting impact. Hence, we expect video format to play a major role in marketing in 2023.

A video will be a simple format for “how to” content or even something more elaborate such as interviews with your key stakeholders, case studies, etc. Video marketing will become a must-have marketing strategy for businesses worldwide because it will allow you to provide added value to your audience in a highly digestible format that they won’t find anywhere else but with you! A study by HubSpot states that 90% of marketers using short-form videos will increase or maintain their investment in 2023.

Besides, another report by Marketer Inside Group suggests that 85% of customers are more likely to buy your product after watching a video about it. In fact, from Facebook advertising to Instagram ads and everywhere in between, it seems like marketers are already abandoning their old text-heavy strategies in favor of new videos and visuals. In a nutshell, video content will help you establish an identity as an expert in your field, increase brand awareness, drive website traffic, generate more leads and sales and so much more.

TechDogs' Opinion: Creating videos is only half the battle. You also need to be able to efficiently manage your video content and find the best ways of distributing it to your audience across the most relevant channels. Fortunately, we believe there is a range of tools that will help you with everything right from video creation to distributing it to your audience. For instance, Animoto is a one-size-fits-all tool that enables you with easy and accessible ways to create short videos as well as longer video formats such as interviews.

Besides, we also recommend an app named PlayPlay that helps marketers to churn out huge volumes of video content with ease. The market offers plenty of other tools that can help simplify the process and enable you to create high-quality videos and deliver them across social media channels much faster. These tools will be a must-have for marketers in creating, editing, distributing and monitoring your video content marketing campaigns and improving them. #UseVideoForBetterMarketingCampaigns
 

Summing It Up!

 
As marketing technology continues to expand and evolve, new trends are always emerging. These trends will significantly impact how brands market their products in the future. The rapid adoption of new technologies and tech-driven strategies has an enormous effect on today's marketing landscape. Thanks to emerging technologies, such as IoT, embedded data and analytics and voice search, marketers will be able to deliver better marketing experiences.

Moreover, marketers will need to focus on improved consumer privacy and video content to revamp their place in the marketing landscape. These Marketing Technology trends are primed to continue growing over the next year and beyond, so take heed!