Marketing technology in 2022 will consume the lion’s share of marketing budgets. According to Gartner’s research, this accounts for no less than 26.6 percent of marketing budgets. This is more than other aspects, such as media, marketing employees, and agency deployment.
Furthermore, marketers intend to spend more money on technology in the future. Reason enough to compile a list of trends for 2022.
1 – integration of the MarTech stack & 360-degree customer view
Those tools have been amassed over time, and they will continue to grow.
These tools are occasionally related, but they are not often than not. Then there are operational issues, such as setting up and sending ads with erroneous segments. However, legal issues frequently occur. For instance, with the AVG, how do you ensure that data quality and integrity are maintained?
It is required to connect systems and tools in order to solve this problem. And I come upon that question in my daily practice. Previously, tool selection was frequently based on tooling specifications; now, the integration capabilities of a platform are considered much earlier in the process.
2 – use of low-code and no-code tooling.
Following on from the first trend, and the fact that more and more money is being spent on tooling in marketing departments, there is a trend that marketers want to be in control of their own destiny and not rely on the technical support of other departments or suppliers. What could be more inconvenient than having to wait for a technician every time you want to send out a campaign?
This has resulted in low-code development, in which software development is mainly focused on the visual design of applications. For example, little or no programming knowledge is needed to, for example, link two systems together. Think of linking your email marketing system to your CRM system or to your website. Numerous solutions are now available.
3 – hybrid events
We can now attend fairs and events again! At the same time, everyone recognizes that things will never be the same again. Before traveling to an event, more thought is given. Although human touch is vital, an event can frequently be followed online. And in many cases, a hybrid event is the ideal option.
Unfortunately, this is frequently misinterpreted as a live event webcast of the presentations.
However, that is not what a hybrid event entails. Because, in practice, it is a physical event focused on guests. They came to see the presentations. And speakers. They visit a fair trade stand and take the goodies with them that you simply get at a trade fair.
This is how you take the first steps towards a first-party data strategy.
Online and physical visitors have an equal experience in a true hybrid event. There are several options for organizing such events. And to offer the online visitor, for example, the network moments, stand visits, and interactivity that is necessary. This creates the commitment that is necessary to make it a successful event for them.
Online and physical visitors have an equal experience in a true hybrid event.
4 – new identifiers following the third-party cookie ban, iOS 15, and the deployment of CDPs
You’re presumably aware that third-party cookies will undergo significant change as a marketer. Furthermore, there are advancements in the realm of email marketing. Consider Apple Mail Privacy Protection, which assures that Apple Mail customers’ email activity is no longer traced in email marketing packages.
As a result, you’ll have to hunt for techniques to identify folks. A crucial beginning point is to concentrate on directly handling data, sometimes known as first-party data. This is the most obvious method for businesses and the possibilities that Google still provides in the realm of aggregated data.
Customer Data Platforms (CDPs) will be more commonly used to create your own unique view.
In addition to the technical (and financial) challenges of implementing such a platform, there is also the challenge of obtaining consent (via an accepted cookie) from the visitor or the person in the CDP. As a result, it will be difficult to present relevant content in such a way that the visitor grants you that authorization.
On the other hand, this makes it more enjoyable and demanding for marketers to provide quality content.
In the increasingly complex buyer journey, the data you collect in a CDP is also beneficial for giving your target audience customized experiences. CMSWire has an excellent piece about this.
5 – personal video goes mainstream.
Many people have become accustomed to sitting behind a camera during meetings as a result of the corona. It is also well acknowledged that videos are not always of studio quality, particularly when it comes to personal videos.
Personal videos in sales, marketing, and customer service are predicted to become commonplace by 2022.
The case of O-Joe-Coffee, which employed personal video to acquire clients on their subscription plan and exceeded that objective by more than 50%, is an outstanding example of the numerous possibilities.
Conclusion
To summarize, marketing technology will attain maturity in 2022. Marketers will choose mature technologies and simply integrate them to ensure that data is in order and that their target audience has a better online and offline experience. I’m curious whether you missed any trends or if you have any suggestions.
Please let us know about them in the comments section below!