We’re continuing to see more martech innovations every day – and as exciting as that is to watch – it means marketers in this space can never rest easy. To stay one step ahead of the competition, here are three developments martech marketers need to pay attention to right now.
1. How marketers use video is evolving
The past few years have been huge for video, and even bigger for brands who know how to properly utilise it. In fact, 88% of people say they’ve bought a product or service because they watched a brand’s video.
Was anyone else paying much attention to Duolingo before they put a Gen Z social media coordinator in charge of their TikTok account? Probably not, but you likely know exactly what I’m talking about now. The point is, creating video is easier than ever, and it’s one of the simplest ways marketers can deliver strong storytelling to their audiences, while simultaneously generating more leads. Most companies already have the tools and content they need to create great video, it’s just a matter of getting started.
2. The importance of consistent, emotion-led messaging
So, we already know how valuable video is for effective storytelling, but how can brands avoid fatigue among consumers and cut through the noise when they’re constantly viewing content across various social media, streaming and e-commerce platforms?
Marketers – yes, even in the b2b space – need to channel emotion into their ads and content to ensure that consumers are not only being educated on their product or service, but that they’re making a lasting emotional connection. This is what helps people remember what they’ve seen. And because it takes only seconds for consumers to develop an impression of a brand, it’s important to be consistent in this messaging. A consistent, emotion-fuelled strategy will help brands develop long-term relationships with consumers
What’s that one saying? People may forget what you said, but they won’t forget how you made them feel.
3. The increased reliance on self-serve technologies
As we experience the removal of third-party cookies and increasing restrictions on Google Analytics, marketers and advertisers are looking for alternatives to find and reach high quality audiences online. To achieve this, more brands are turning to self-serve advertising technologies (like Spotify, Reddit, and Fandom, to name a few). Self-serve platforms provide marketers with a more direct link to audiences, allow brands to easily personalise campaigns, and offer more control to advertisers. Since marketers can no longer track their users across the internet, we’ll likely continue to see a rise in the use of self-serve technologies.
At the end of the day, all martech brands are unique, so these trends will affect them differently. It takes a smart marketing team (or agency partner!) to evaluate a brand’s competitive landscape and determine the best ways these trends could impact marketing efforts and address any strategy gaps.
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