Marketing Technology Trends of 2024: Adapting to the New Marketing Era – CMSWire

The Gist

• MACH’s shift to business value. The conversation about composability and headless must be about business value, not geekery. MACH’s evolution highlights a focus on solving real business problems, moving beyond technical features to practical applications in marketing.
• AI-powered marketing: beyond the hype. AI in 2024 transcends its buzzword status. Marketers are now applying AI to solve complex problems, indicating a shift from novelty to necessity in marketing technology.
• The dawn of true personalization. Personalization reaches a new level of sophistication in 2024. AI will enable seamless, scalable personalization, marking a significant advancement in how marketers understand and cater to individual customer needs.

This year stands as a pivotal year for marketing technology trends. Marketers need to embrace and strategically incorporate these advancements into their marketing strategies. And they need to figure out how to best leverage their marketing technology amid a

“We have seen the near-death of Twitter as a community digital backchannel at physical events, and marketers miss the value this adds to events,” he said. “Where Twitter was ubiquitous, business social media has become fractured, and I think physical events have become devalued with being unable to create that buzz, where a hashtag was almost an event’s digital twin. Plus, the world has changed, and we are much more inclined to be remote, so I think we will increasingly see the adoption of technology that enables the production of professional, real-time hybrid physical and virtual events.”

The Great Reconciliation in AI Tools

Kihlström predicts a significant consolidation in the martech space. “The Great Reconciliation will happen this year,” he said, referring to the merging of standalone AI tools with established martech platforms. This trend suggests a more streamlined, powerful set of tools emerging by the end of the year.

“This means a lot of M&A activity, and a lot of startups will struggle to find footing amongst stiff competition from legacy players,” Kihlström said. “Expect a more focused field of AI-only tools by end of year, and for the platforms you’ve known and used for years to incorporate many of the features that upstart platforms innovated and (in some cases) invented last year.”

Data Management as a Key Focus

Anita Brearton, founder/CEO of CabinetM and a CMSWire Contributor, emphasized the importance of data management. “Anything that will help companies manage their data is going to be extremely important this year,” she said. Effective use of AI in marketing hinges on clean and complete datasets, highlighting the need for robust data management practices.

“At the macro level anything that will help companies manage their data is going to be extremely important this year,” Brearton said. “This includes data acquisition, cleansing, compliance, analysis, rationalization, distribution and activation. AI technologies, which are evolving rapidly, offer enormous potential for micro-targeting and creating personalized customer journeys at scale, and are poised to fundamentally change how we market to prospects and customers.”

That said, Brearton cautioned that to be effective, they need a clean and complete data set to leverage. “Companies that don’t address the fundamentals of data management,” she said, “are going to be quickly left behind. I continue to be surprised at the number of companies that don’t have a documented data architecture and all that comes with it.”

Related Article: Top Marketing Trends to Watch in 2024

Embracing 2024’s Marketing Technology Trends: Innovating for Growth and Engagement

Concluding our journey through the marketing technology trends of 2024, it’s evident the synergy of AI, personalization and tools like CDPs within these trends offers marketers an opportunity to break new ground in audience engagement. The real test, however, is in navigating the vast sea of marketing technologies available.

It really does feel like a “back to the basics” type year in some sense. In another sense, it’s all about new and fascinating tools like generative AI. Where these two dynamics intersect seems to be where marketers will win.

Marketers must evolve from mere adopters to innovators within this space. The goal is to strike a balance between the ingenuity of human creativity and the precision of technological advancement. By weaving these marketing technology trends into their strategies, marketers can not only elevate customer experiences but also garner deeper insights, optimize their operations and drive substantial growth.

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