We’ve compiled five top martech and adtech trends to look out for in 2019. Check out these predictions from martech and adtech experts speaking at RampUp 2019 to help you get ahead:
1. Technology, like artificial intelligence (AI), will improve the way marketers track the customer journey and personalize marketing campaigns. Using AI to more quickly personalize content will be one of the most exciting opportunities for marketing and advertising professionals in 2019, according to Karisa Booker, Director of Guest Analytics at AMC Theatres. As always, marketers can’t use new technology as a crutch—they’re still on the hook to ensure their investments in AI and machine learning will succeed.
2. Adtech and martech tools will merge together for improved intelligence. “The hottest martech trend of 2019 is going to be the merging of adtech and martech. Advertising is becoming more one-to-one by using first-party data, which has historically been the ‘bright line’ between advertising and marketing,” said Len Ostroff, Senior Vice President, Strategic Partnerships and Alliances at Criteo. By combining adtech and martech data resources, marketers can better understand what customers are looking for and how to improve their brand experience.
3. Marketers will think mobile first for next-gen brand building. Smartphone camera technology is one of the most exciting opportunities for marketing and advertising professionals next year, according to Adam Sand, CEO of Shopkick. While the camera is certainly a major reason why people are glued to their devices, smart marketers across industries have found other ways to keep people engaged on mobile—think about telecommunications companies like Verizon Wireless providing AR-fueled, app-based treasure hunts and beverage companies like Glenfiddich bringing you app-based personality quizzes.
4. Consumers are thinking about their privacy boundaries more—whether they want to or not. “Learnings from GDPR will impact U.S. regulations, and as consumers get smarter about their information, companies must be more accountable,” Karisa from AMC added. Consumers expect honesty and integrity. Brands must clearly communicate their privacy policies and practices that protect consumer data above and beyond what regulators require of them if they are to put the audiences they serve at ease.
5. New tools and metric-focused trackers will help marketers measure ROI. CMOs will need to set concrete metrics and leverage supporting martech and adtech tools for a more agile marketing approach. It’s one thing to set the systems up, but quite another to evolve tracking along the way. “Refining attribution models will lead to better ROI calculations,” Karisa shared. Attribution models help businesses understand where conversions are happening in the sales cycle, and how best to improve and fine-tune efforts. Looking at the data and tracking what is working—and what isn’t—will help us deliver stronger ROI to the brands we serve. These new and improved attribution models will help marketers more effectively define and socialize ROI, she continued.
Your success in the coming year depends on you and your team’s ability to learn, grow, and change with the times. This year will be as strong a year as you make it —look at the paths that others are paving and start thinking about how to push the envelope.
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