Enterprises will drive commitment to deliver an outstanding customer experience in the wake of continuous digital transformation, thus improving the B2B marketing world.
In 2023, enterprises and their marketing technology stacks will deliver exciting, intelligent technologies with smarter, faster, and more powerful capabilities. Marketing leaders can fine-tune their budgets towards on-demand networking, advanced cybersecurity capabilities, and growth in smarter marketing strategies across the B2B industry.
Here are some round-up enterprise marketing technology predictions for 2023 and beyond.
Metaverse Will Hype in Marketing
With the metaverse, marketing in the rising digital transformation will become more immersive and seamless. There are many opportunities for marketers with the adoption of the metaverse. Eliminating one-way communication is one of the elements that the metaverse will help marketers deliver to customers. More market opportunities could include holistic product launches, gamification, digital storytelling, and automated customer support. The good part of a metaverse in marketing is that brands can benefit from this marketing stack according to their business needs.
Many tech giants and brands invest significantly in metaverse platforms to innovate their marketing technology stacks. However, the metaverse is yet to witness wide-scale adoption. It is because the potential of metaverse for marketing is still nascent for brands to create engaging hybrid physical-digital experiences.
AI-Created Ads Will Be More Accepted
Brands will leverage artificial intelligence for advertisement creations. The use of AI in digital advertising will contribute to an increase in the per-cost ad. AI-created ads will become more popular, and there will be wider acceptance among brands by 2023. Marketers can integrate ads into customers’ preferable devices and embed them into digital assistance for more personalized aspects. It sums up that if they implement AI correctly, brands can enhance their advertising platforms effectively. Along with creating automated ads, markets can leverage the media to target the right audience through automatic and quality data acquisition.
Budgets for AI adoption into advertising platforms will also switch for detecting risks or fraudulent activities that may occur through data breaches. Technology investment for AI will be significant in 2023 and beyond among brands to stay competitive and deliver exceptional customer experiences.
Marketers will Actively Leverage their Cloud Data Repository
Marketers in digital marketing have focused on a unified data strategy to reach relevant audiences and customers.
Technologies like customer data platforms (CDPs) have been a boon for them. Also, shifting to a first-party data repository from third-party data has significantly leveraged data to build relevant marketing strategies.
In the future, cloud data repositories will be essential to businesses. Marketers must create a cloud data warehouse allowing teams to house and analyze customer and other business-driven data under one roof. Cloud data infrastructure will be mandatory for organizations to leverage to eliminate dependency on different data sources. Cloud data warehouses will further support personalization for marketing strategies. Various types of data storage are also expanding and can be included in the MarTech stack, including CDPs, customer relationship management platforms, and chatbots.
Developers and Marketers Align to Accelerate Customer-Driven Application Development
Marketers and brands should prepare for pandemic-like situations, where consumers may pause on buying decisions and spending cutbacks, affecting customer retention value and putting even more pressure on marketers to perform and brands to make the most of their marketing technology stacks.
So, in 2023, marketing technology will need to be more resourceful to stay afloat and make the customer journey valuable and interactive. For this, marketers will collaborate with developers for application development to accelerate customer-driven experiences through apps. The future of businesses may become app-centric. With this, Statista, in its report Number of apps available in leading app stores as of 3rd quarter of 2022, mentions that during the third quarter of 2022, Android users used 3.55 million apps. 2.1 million apps were available in the Apple app store. And Google Play had 3.3 million apps available. These app usage facts put marketers in a role where they need to understand how apps develop and how data can help build customer-centric apps in the future.
Today’s customers seek a rich, intuitive, and easy experience for their solutions and product usage. So, having marketers involved with developers to build such applications will be a boon for brands to market in the future. Such an initiative will also help brands to be omnipresent for their customers on different channels. The apps will allow marketers to capture leads and showcase advertisements and campaigns, thus making apps one of the major conduits of generating revenue.
Generative AI to Roll Out as a Game Changer
Generative AI can create new content from scratch for video production, texts, or images. Generative AI is a trend that will redefine content marketing by generating keywords, linking through unstructured data to identify data segments, applying market research, onboarding surveys, and creating titles and social media posts faster and more accurately.
Generative AI shows a promising future in marketing as teams can practice Search Engine Optimization (SEO) effectively. Practicing SEO on platforms like ChatGPT helps brands increase their website visibility and boost traffic. The platforms allow targeted keywords for website content creation associated with the business. Generative AI will also be a good analyzer of larger data sets. Marketing teams can leverage ChatGPT to analyze customers’ feedback and find common patterns that could help them address specific concerns.
Consumer Data Management will be a Significant Investment
Brands will continue to invest more into data management platforms as one of the priority needs for 2023, regardless of economic turmoil. In practice, this means investing in up-to-date technology as customer data management platforms (CDPs) will increase. Marketers will leverage CDPs for multiple functionalities such as tracking audience activities and audience analytics, boosting personalized communication, analyzing and improving customer engagement ratios, unifying customer data, and centralizing data.
2023’s Top MarTech Trends will be More and More Innovative
Marketing technology will keep innovating year after year. There will always be new solutions to marketing gaps from existing ones. The real skill will be learning new marketing technology skills and adapting and assimilating all the tech into one. For that to happen, marketers will have to upgrade and go for experimentation with marketing activities going forward.
And equally, it is time to rethink work environments; shifting into hybrid environments and remote culture will land marketing leaders more opportunities to bring more innovations into marketing. The future keeps hope that companies will carve out budgets to invest in their marketing technology stacks.