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The future of martech

The martech industry is evolving rapidly. Learn to make smart investments, prioritize customer-centricity, and streamline your tech-stack for improved marketing performance.
Engaged marketing professionals discovering emerging martech trends and innovations.

The martech industry is evolving, offering new solutions and opportunities to marketers. It has become more important than ever to attend reputable event formats such as Martech World Forum and iMedia Summit has become more critical than ever. These platforms connect marketers, tech providers, and thought leaders to collaborate, share insights, and learn from each other.

There are over 14,000 martech solutions available today. But with all this noise, it’s easy to get caught up in trends. The real winners are the tools that actually deliver results. That’s why businesses today need to be smart about their choices. Invest in the right solutions, embrace continuous digital transformation, and get ready for customers who expect more and more.

Investing wisely in martech and avoiding underutilization

According to Gartner, martech utilization declined from 42% in 2022 to 33% in 2023.

Has increased technology investment actually decreased productivity and speed to market? Perhaps so. 

It’s crucial to reflect on the primary goals of your investments and choose tools that align with your customers’ wants, needs, and expectations, as well as with their people, processes, and targets.

  • The benefit of having an outside-in martech approach is that it helps marketers address rising consumer expectations and tackle privacy and governance concerns.
  • To manage budgets effectively, companies should embrace AI and user-friendly technology that enables scaling and adapts to future needs. After all, a heavy reliance on external resources adds to the complexity of delivering real-time outcomes.

How to adopt a customer-first martech strategy

You should adopt a customer-centric approach when selecting and implementing solutions. By understanding and documenting the customer journey and experience, you can improve a brand’s tech-stack, leading to better problem-solving, more personalized strategies, and an overall enhanced customer experience.

  1. Start with understanding the customer, their needs, and goals.
  2. Design solutions that take the customer’s viewpoints as business goals.
  3. Align data and technology in an architecture created to serve customers.

Know and build upon your owned data:

  • Who: data that helps identify the human who’s part of the interaction
  • When: data to define when the interaction occurs or occurred
  • Where: data that describe the space where the interaction took place
  • Why: data that uncovered the intent of the interaction
  • What: data that describes what the brand offers throughout the interaction
  • How: Data that defines how the brand responds to the customer interaction

Consolidate your martech

All-in-one solutions are ideal if you’re looking to consolidate and optimize your martech stack, providing comprehensive features and benefits, including:

  • Unified customer experience through cross-channel marketing automation
  • AI-powered personalization for audience segmentation and content tailoring
  • Seamless integrations with popular CRM and ecommerce platforms
  • Scalability and ongoing product improvements that futureproof your marketing initiatives
  • Exceptional customer support to maximize the platform’s potential

To truly leverage the potential of the evolving technology landscape, you must combine innovation and collaboration to drive results. An all-in-one solution like Dotdigital can streamline your tech stack, making it easier to create data-driven marketing campaigns. This translates to more efficient marketing efforts, happier customers, and achieving your marketing goals faster.

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