Being a marketer today is tougher than ever. And more exciting too! Strategy and execution are table bets. Hiring talents and managing teams, finding and implementing new solutions, selling and demonstrating results are essential for successful marketing. Email, marketing automation, SEO, advertising, creative writing, identity resolution, video editing everything is at work for 14 hours a day.
It is enough to make you raise your hands and wish for a simpler moment when television, radio and catalog items websites are enough.
The MarTech experience is all choreographed. It will unlock presentations that provide actionable tactics to solve confusing marketing challenges. You will meet high-level vendors like you who will redefine how your organizations implement martech to achieve business results. And you’ll discover solutions that save time and offer an ROI.
- A comprehensive graduate program created to address the weak points of universal marketing.
- Two incredibly intense days of sessions, keynote conferences and networking (three days with a half-day martech workshop!)
- An unparalleled opportunity to meet your peers and connect with the main marketing technology providers.
- An experience designed for top-level vendors in charge of assembling marketing technology equipment and equipment that provide exceptional customer experiences and measurable results
- An introduction to members of the martech community that will accelerate your career and enable you to become a stronger, safer (and marketable) marketer
1. Accept Automation Is the Destiny of Work
While automation platforms are not new, the amount that marketers now trust them is, and it will only grow in the next year. This is because it allows them to instantly deal with repetitive tasks through multiple channels, tasks that can take a huge amount of time. Automation helps optimize key marketing processes, such as email strategy, lead generation and scoring. These are the key objectives of an automated strategy:
- Enhance productivity
- Increase the ROI of the campaign.
- Upgrade campaign management.
- Attract more customers
- Improve the quality of the database.
- Align sales and marketing initiatives.
- Check performance more accurately
Let’s go back to the email example. Without a doubt, marketing specialists spend much of their time making messages. A large part of email marketing is discovering how to talk to different audiences and test which messages work and which do not. Now, however, automation platforms collect and organize customer data in advance, which makes it easier to provide the right messages at the right time based on data-based information. In other words: before, sellers wrote messages for each segment manually, but now, these systems allow sellers to identify the correct message to send and connect with customers without all the heavy work.
While some marketing specialists can still test messages more manually, automation platforms will only grow, especially as brands realize their potential to facilitate contact with customers no matter where in their cycle of life meet.
2. Understand the Use of Artificial Intelligence
Since artificial intelligence (AI) is already an important part of marketing technology, machine learning (ML) is expected to experience explosive growth in 2020. Possibly the most important application of artificial intelligence in marketing, machine learning It is essentially a process in which computers learn from large data sets to improve their ability to make predictions and recommendations.
ML makes it easier for marketers to find, involve and maintain customers, so find out what can work and what doesn’t: what kind of content is most likely to yield? What is the best way to respond to customer service requests? Which customers are more likely to make a return?
To identify the best ML solutions for your needs, brands need only define the main problems they are trying to solve. For example, a predictive analysis model can be used to study historical and existing data so that systems can more accurately recognize purchase intent. To streamline customer service, natural language processing (NLP) can help teach voice and chatbot systems to understand customer questions and respond appropriately. Brands seeking to improve the shopping experience in the store should consider the introduction of computer vision, which can enable capabilities such as visual search through mobile device cameras when teaching systems to process images such as humans.
Once a decision is made regarding what type of ML the business needs, it faces another decision: does it develop ML specialties internally or does it hire an external provider? Most companies are worried that choosing to build a system from scratch could take some serious time. On the positive side, third-party solutions may be readily available after the problem is diagnosed and the model is properly trained. In the end, business owners need to identify their strengths, not only in terms of technology and budget, but also of talent and execution capacity. From there, you can determine if you need a third party to fill in the gaps.
Together, AI and ML guide strategic investments in business models, ultimately solving the company’s biggest challenges. More importantly, digital platform companies and with AI are the future. Why? They are driven by better capital allocation and better data-based decisions to generate long-term value, growth and profits.
3. Omnichannel is a jargon that not many marketers do well
As consumers become increasingly independent of the platform and more marketing channels are created every day, there will be a growing need for marketing specialists to coordinate marketing activities systematically.
Therefore, the omnichannel will become more important, not only to help the client consolidate their efforts, but also to ensure a continuous journey of the consumer.
Subsequently, growth in this area will cause omnichannel platforms to grow to USD 11.01 billion by 2023.
4. Data unification is the key for linked customer experience
The rapid proliferation of data will lead to the need for unification and consolidation of data in one view; a way to chain all the data to form a single general image and help make the data meaningful to customers.
However, only 47% of marketing specialists say they have a unified view of their customers’ data. While solutions such as data management platforms (DMP), customer data platforms (CDP) and even customer intelligence platforms (CIP) are on the rise, a real effort is required to manage all that data.
What CEOs often underestimate is that the transformation of real data takes time, but it is not impossible.
5. As consumption of video grows, the technology that surrounds it will also develop
For the first time this year, users will spend more time online than in front of television screens, and by 2020, the average online viewing time in the world will increase to 84 minutes. This means that revenue from video on demand advertising (AVOD) is expected to double in an industry of USD 47 billion over the next five years.
This change also creates opportunities for technological growth for a long time in areas such as video analysis, digital ADEX, video quality and transmission speeds. It is predicted that video analytics alone will grow into a USD 3 billion business by 2022, bringing rapid technology development in that space. If video analysis can resuscitate Salvador Dalí, expect more experiments and incursions into this technology.
6. Invest in AR(Augmented Reality) and VR(Virtual Reality) will grow continue
It is estimated that Augmented Reality (AR) and Virtual Reality (VR) technology will reach a market volume of USD 150 billion by 2020. This changes the way customers can offer product experiences to their customers and how agencies They propose campaigns to customers.
An example of the use of AR in Malaysia was last year’s Maxis Lion Dance campaign that created printed AR pop-ups. To advance beyond AR and VR is to combine the two in holographic technology.
The future of the hologram is bright with China launching Holobot, a holographic virtual assistant at CES this year.
7. Secure customer service while complying with data privacy laws
Driven by incidents such as the Cambridge Analytica data abuse scandal, recently introduced legislation such as the EU General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) is raising awareness of how Companies and vendors collect and use customer data. As these data privacy laws are implemented and others follow, it could significantly limit or end the increasingly disapproved practice of buying third-party data to meet customers.
For customer-centric brands, the global drive for greater data privacy creates new and interesting challenges. While customers increasingly expect brands to demonstrate that their data is secure and private, they also demand personalized marketing material that is relevant to their interests.
In order to remain customer-centric amid new data privacy laws and growing consumer concerns, brands must face the challenge of collecting “third party data.” It is not new Basically it is our own data provided with consent In other words, instead of deducting from the buying behavior or the information collected by cookies, customers themselves freely offer the data of third parties to the brands. The zero part data may not be new, but they are becoming increasingly valuable as more emphasis is placed on consumer privacy.
Zero-party can benefit companies by providing a more comprehensive understanding of our customers that goes beyond deducing preferences and intentions through data points such as their age, gender and income. And by interacting directly with consumers, brands can build trust, increase loyalty and maintain conversation with the audience.
Although Martech’s future seems bright, it should always be based on data. It is not a one size fits all, and each company needs to adopt only the technology that will help achieve business results and drive real results.
We help brands test at the speed of light, and with our commitment to business results, we avoid technology for the sake of technology.