The majority of marketing budgets are spent on marketing technology. Research by Gartner* shows that no less than 26.6% of the marketing budget is spent on this. That is more than for other parts such as media, marketing personnel and the deployment of agencies. In addition, marketers only expect to spend more on technology. Reason enough to list the trends for 2022.
Trend 1: Integration of the MarTech stack & 360 degree customer view
Companies use an average of 120 marketing tools within their MarTech Stack, according to research by ChiefMartec. Those tools have been acquired over the years, and they are only going to get more.
Those tools are sometimes connected, but more often they are not. Then operational problems arise, for example in setting up and sending campaigns where segments turn out to be incorrect. But legal problems often arise as well. For example with the AVG. How do you ensure that data quality and integrity remain in order?
To solve this problem, it is necessary to connect systems and tools. And I notice that question in daily practice. Where until this year the selection of tools was often done on the basis of tooling specifications, now the integration possibilities of a platform are looked at much earlier in the process.
Trend 2: Low- & no-code-tooling
Following the first trend and the fact that more and more tooling is being spent in marketing departments, there is a trend that marketers want to be in control themselves and not depend on the technical support of other departments or suppliers. What could be more annoying than always having to wait for a technician when you want to send out a campaign?
As a result, the low-codedevelopment, in which software development is mainly focused on the visual design of applications. Little or no programming knowledge is therefore required to, for example, link 2 systems together. Think of linking your email marketing system to your CRM system or to your webshop. Numerous solutions are now available.
Trend 3: Hybride events
We are finally allowed to go to fairs and events again! At the same time, everyone realizes that things will no longer be the way they used to be. Better consideration takes place before traveling to an event. Although the personal contact is extremely valuable, an event can often be followed online. And often a combination is the perfect solution: a hybrid event.
Unfortunately, this is often seen as a live event where the presentations are streamed. However, that is not what is meant by a hybrid event. Because in practice it is an event aimed at physical visitors. They come for the presentations, speakers, visit a trade fair stand and take the goodies that you simply get at a trade fair.
During a true hybrid event, the online visitor has an equal experience to the physical visitor. There are several options for organizing such events. And to offer the online visitor the necessary networking moments, stand visits and interactivity, for example. This creates the commitment that is necessary to make it a successful event for them.
During a true hybrid event, the online visitor has an equal experience to the physical visitor.
Another additional advantage is the data that you can collect in order to approach visitors even more personally. A fun way to organize this is this example from Panasonic:
Trend 4: New ways of identifying after third-party cookie ban and iOS 15 and the deployment of CDPs
As a marketer you are probably aware of the fact that there are a lot will change around the third-party cookies. In addition, there are developments in the field of email marketing. Think of the Apple Mail Privacy Protection which makes the email activity of Apple Mail users untrackable in email marketing packages.
So you will have to look for ways to identify people. An important starting point is that you focus on data that you manage yourself, the so-called first-party data. In addition to the possibilities that Google still offers in the field of aggregated data, this is the most obvious strategy for companies.
Customer Data Platforms (CDPs) will be used more often to build up your own customer view. In addition to a technical (and financial) challenge to implement such a platform, there is also the challenge of obtaining the consent (via an accepted cookie) from the visitor or the person in the CDP. In any case, it will be a challenge to provide relevant content in such a way that the visitor gives you that permission. On the other hand, this makes it more fun and challenging for marketers to offer good content.
The data you collect in a CDP is also very useful to offer personalized experiences to your target group in the increasingly complex buyer journey. About that appeared an interesting article on CMSWire.
Trend 5: Personal video wordt mainstream
Due to corona, many people have become accustomed to sitting behind a webcam during meetings. It is also accepted that videos are not always of studio quality. Especially when it comes to personal videos.
The use of these personal videos in sales, marketing and support is expected to become mainstream in 2022. There are a number of tools available for this that are easy to use, such as Vidyard, BombBomb or Bonjoro.
Examples of the use of personal video in different ways. A nice example of the various possibilities is the case of O-Joe-Coffee who used personal video to get customers on their subscription model and reached a whopping 50% of that.
In summary, you could say that marketing technology will really reach maturity in 2022. Marketers will opt for mature tools and integrate them in a simple way to ensure that the data remains in order and thus provide better online and offline experiences for their target audience. I’m curious if you miss any trends or have additions, please report them in the comments below!
*Bron intro: Gartner.com
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