Marketing technology has come a long way over the years, and thanks to cutting-edge software and platforms, businesses can achieve their marketing goals quicker than ever before while saving time and money.
More than ever before, digital marketing is being driven by the needs and wants of the consumer.
Consumers want brands to deliver experiences that utilize new technology as soon as it becomes available.
With that being said, it is imperative that companies and marketers stay abreast with MarTech and the latest advances in technology to stay on top of the expectations of existing and potential customers in order to deliver the best possible customer experiences.
Failing to do so could leave you in the dust behind your competitors.
So, let’s get to it, shall we? Here are six MarTech trends you’ll want to consider giving a try as you head into 2022.
#1: Interactive Content
A unique experience is a must in today’s competitive environment, which is exactly why 81 percent of marketers report that interactive content is better than static content.
Interactive content is noticeable. It draws you in and doesn’t want to let you go.
Infographics, calculators, and videos are excellent tools for capturing the attention of individuals from the get-go and generating qualified leads.
As part of an overall content marketing strategy, interactive content can amplify your brand’s voice and presence online.
The notion is to ultimately enhance the user experience by using solutions that offer much more than just static information.
It is important to take care in selecting the right form of interactive content for each stage of the sales funnel, as this will increase the chances of converting the prospect into a buyer.
Interactive content comes in many forms, including:
- Polls and surveys
- Mobile games
- Diagnostics tests
- Troubleshooting tools
- Augmented reality media
- Interactive 360º videos
When creating interactive content, ensure you have a solid design, map out the needs of your customer, and keep the content shareable. This will increase your overall success rate.
Although listed as a trend here, interactive content is quickly becoming a staple in the MarTech and Digital Marketing industries.
#2: Virtual Reality
Virtual reality isn’t exactly a new concept, but it is a bit of a newer player in the marketing industry.
And since its inception, it has definitely skyrocketed. This virtual reality market is projected to grow up to $209 billion by the year 2022.
This isn’t unexpected, seeing as how the world was turned upside down due to the COVID-19 pandemic when virtually everything turned digital and “virtual”.
Using virtual reality in marketing allows brands to bridge the gap that is placed between action and user experience.
It is cutting-edge technology that has the potential to literally disrupt the customer journey and immediately convert them to a buyer.
Virtual reality can be used to offer a digital experience for customers in place of a physical one, promoting a service or product.
It can even be used to showcase the development process or allow consumers to see how a particular product would look in their home before making a purchase.
Ultimately, virtual reality marketing brings consumers to you rather than you needing to put an exorbitant amount of effort into luring them to you.
#3: Low and No-Code Platforms
Although you haven’t needed to be an IT expert in some time in order to deliver results, the number of low and no-code platforms available at your fingertips is abundant — and this number continues to rise annually.
No wonder it made the list of top MarTech trends to try in 2022!
With these tools, you can develop technical applications, such as databases, websites, chatbots, and apps, with absolutely zero previous programming knowledge.
With this kind of programming, the technical barriers are lowered. Further, you get increased delivery speed of applications, decreased costs, and higher productivity.
Just keep in mind that you can obtain quick results with low and no-code platforms, but due to the less extensive programming, the personalization options are limited.
Low and no-code platforms are creating opportunities and shaking things up, as they have the cost-effective ability to help businesses gain a more competitive edge.
#4: Data Access and Customer Data Platforms
You’ve probably heard: the future is cookieless. Not in the chocolate-chip cookie sense, but in the third-party consumer data-driven sense.
After early 2022, as soon as Google finishes its phase-out, there will be no more third-party consumer data available to businesses.
Other browsers, such as Firefox and Safari, have already taken measures to remove third-party cookie tracking.
Without cookies, it would be much more difficult to gain insight into consumer behaviors. However, that doesn’t mean it is impossible.
Instead, businesses will simply need to look for new strategies to obtain consumer data, which means finding ways to reach out to existing and prospective customers.
Customer Data Platforms will be used more frequently and strategically to create a customer view.
These can be incredibly beneficial in obtaining data and creating unique profiles for individual customers in a single database.
Since there will not be a third-party cookie used to request a customer’s permission for their information, there will be privacy concerns for the use of CDPs in 2022 and beyond.
However, more often than not, data used in CDPs is zero or first-party data, such as newsletters, polls, surveys, follow-up e-mails, etc.
#5: Influencer Marketing Platforms
Bringing influencers on as part of your overall marketing strategy can help your brand reach audiences you otherwise would never have reached.
Unfortunately, it is a time-intensive process.
In order for influencer marketing to be effective, you must find relevant influencers who have a minimum number of followers, reach out to them via DM or e-mail one-by-one, negotiate the terms/rates of the deal, and then track the results individually per influencer.
While the benefits are there, some businesses don’t want to mess with it.
Luckily, there are a number of influencer marketing platforms entering the market to take a load off your shoulders.
These platforms make it easier to locate influencers who will work for your brand and contact them.
#6: Hybrid Events
When the COVID-19 pandemic shut down basically everything from live performances to craft shows, people were devastated. A lot of businesses took major hits and losses.
Although companies are slowly recovering and large events are starting to be allowed again, the fact remains: nothing will ever be the same again.
For one, some consumers are still uncomfortable being in large crowds. There is a good chance this hesitation will continue for some time, if not forever.
So, as a business, how do you respond? How do you keep your business afloat? How do you cater to both types of consumers: the ones that want to remain home and the ones who want to attend organized events (while still remaining safe)?
Keep in mind that a hybrid event does not simply mean streaming presentations to someone at home.
A hybrid event is where the online attendee receives the same experience as the in-person attendee, which means they get the same interactivity, networking opportunities, etc.
Creating a hybrid event will help you meet the needs of all of your existing and prospective customers.
This is exactly what Meeting Professionals International did with WEC Grapevine when in-person events were allowed to come back last year.
There were two events that were simultaneously planned and executed perfectly. There were 700 people who attended the event in person and 1,000 who attended the event virtually.
All in all, the event was a huge success, providing everyone with a safe and amazing experience.
There are, of course, challenges to planning an event that is both live-streamed at home and live in-person.
However, a hybrid event like this ensures everyone walks away feeling satisfied while also providing brands with a broader audience reach, increased ROI, and deeper data insights.
It is important to manage expectations from the get-go and choose to work with the right platform provider so both virtual and in-person audiences are receiving an engaging and immersive experience.