Trends Shaping MarTech Strategy in 2023

Trends Shaping MarTech
Strategy in 2023
MarTech or marketing technology refers to software and tools that
assist professionals and organizations achieve marketing targets.
Professionals are already using such tools to implement, track and
measure their campaigns. Nowadays, every organization has unique
MarTech requirements, and those which are adopting this trend are
benefitting at the earliest.
In this article, we shall explore the top 7 trends shaping marketing
technologies to look out for.
1. An upsurge of no-code platforms

The global market for no-code platforms is expected to be
approximately $300 billion. Gartner just published a study that
‘70% of newly built enterprise apps shall employ no-code or low-
code technology by 2025.’ These enterprise apps are fulfilling
increasing demands for well-customized automation workflows &
speeding application delivery. Once you equip your in-house team of
IT and non-IT professionals with divergent no-code tools, entities
can achieve the digital competency level & delivery speed that they
need for the current agile environment.
1. Activation of cloud data warehouses
You need to follow a unified data strategy like customer data
platforms (CDPs) to stay ahead of your competitors. However, at the
base, you have cloud data warehouses through which your
marketing teams can house and analyze data in bulk. These
warehouses have become interactive marketing stack components
apart from being static repositories. We are also witnessing an
expansion in the type of data you can house at the warehouse level.
Such a facility allows the content layer to intersect between content
data and customer data.
1. Introduction of “Genuinfluencers” Age
Nowadays, influencers have left celebrities behind if you consider
their ability to shape consumer preferences. Consumers have
changed their thinking regarding social media influencers during the
pandemic era. During the pandemic, people were online more often,

and their e-commerce spending increased after watching the
influencers online. Hence, such influencers are being addressed as
‘Genuinfluencers’ or even ‘corporate watchdogs’ to promote ideas
instead of products.
1. The rising popularity of Video-first content
Professionals use video-first content trends to increase brand
exposure and engagement among millennials and Generation Z
members. Providing comprehensible content of short durations is a
dynamic approach to capturing viewers’ attention quickly.
Brands utilize user-generated video-first content to shoot engaging
and authentic content. That’s the best way to encourage users to
explore their creativity by creating videos and sharing them with
their social community so that users can feel a sense of loyalty
towards the brand.
1. Blooming of communities and ecosystems
Modern marketers follow this hybrid approach where they
amalgamate the security that open platforms offer with specific
third-party apps embedded in large ecosystems. Nowadays, niche
software tools provide app libraries connected to their services with
the option to customize them.
There is an exponential increase in your services once you build your
app community or ecosystem. By collaborating with partner

ecosystems, you can focus on additional functionalities. You are
feeding on second-party data provided by such relationships, which
automatically provides you with new martech opportunities.
1. The Advent of Generation Alpha
Gen Alpha is infusing change as digital ninjas by being mature
beyond years. Brands have recognized that alphas expect more from
product innovations. Marketers rely on tediously researched insights
to connect with these Alpha youngsters. Professionals are relying on
actionable initiatives through digital media to reach out to Gen
Alpha.
1. AI and Machine Learning (ML) gaining momentum
AI and ML have already automated routine tasks like lead scoring
and email marketing, with more to follow. By leveraging AI & ML,
platforms like ChatGPT are aiming to provide superpowers to
content marketers especially, so that they can leverage AI to
accelerate their performances. .
We are already witnessing how marketers are utilizing AI and ML to
optimize ad campaigns, personalize content, and even generate the
latest ideas. Such AI and ML-based tools analyze the vast amount of
data and spots insights & patterns which even human pros can’t
spot. The tech enhances your ability to deliver personalized and real-
time customer experiences once you add AI and ML features to such
tools.

Adopt MarTech Trends Now To Stay Ahead In The Game
These MarTech trends are prompting marketers to be equipped to
change their customer interaction strategies by switching to smarter
and more targeted interactions. They should invest in tools that are
useful in achieving organizational marketing goals. MarTech trends
provide companies with unique opportunities to connect with clients
and drive success. Today’s clients value authenticity, inclusivity,
privacy, and, transparency more than before. By embracing such
values along with MarTech trends and staying agile, entities can
thrive in their marketing campaigns in the coming years!
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Trends Shaping MarTech Strategy in 2023

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