It’s no secret that marketing technologies such as email marketing, marketing automation, and artificial intelligence marketing are helping organizations strengthen their brands and better engage with customers. This blending of marketing and technology has come to be termed as martech. John Koetsier, mobile economist at Tune, a mobile analytics and performance marketing company, and a former journalist who covered the subject for years at publications including VentureBeat, said, “Every piece of technology a marketer uses to reach a potential customer is martech. Everything from an email marketing system like MailChimp to social media marketing platform like HootSuite.”
The rise of martech has been steady over the past few years. According to ChiefMartec.com, the industry has seen an impressive 5,381 solutions this year. This number marks a 40% increase from last year and translates into an average organization using approximately 16 martech platforms on a regular basis.
Considering the boom that martech is experiencing right now, 15 Forbes Agency Council members recently shared their thoughts on the innovations that are currently changing the face of marketing. Highlights of what the members sounded off on are below:
Custom application programming interfaces (APIs) enable brands to see marketing data in real time across all channels in one place.
Now that we have the technology to measure the effectiveness of PR, more marketers are beginning to consider how PR tech can fold into their marketing technology stack and contribute to marketing goals.
Programmatic advertising doesn’t only streamline processes, it leads to more effective targeted campaigns.
The adoption and advancement of marketing automation platforms has significantly impacted the field of marketing.
Whether it’s LiveRamp, Google Store visits, Snapchat’s recent acquisition of Placed or the increased use of beacons, there’s a huge push to tie online activity to offline buying behavior.
Data has been the biggest innovation in marketing tech. The technology available today analyzes and processes data efficiently, quickly and accurately.
Celebrity endorsements have always been part of our lives, but with the advent of social networks, it has become easy to identify influential people who speak to various audiences on a smaller scale.
Chatbots enable companies to engage with prospects and customers using speech (natural language processing) in a seamless manner.
Marketing automation has reached staggering levels of intelligence gathering…When employed to its full potential, tracking data can easily be the most powerful means of conversion.
Mobile geotagging metadata and social media AI have significantly impacted marketing offering real-time, highly targeted market segmentation to reach the right user, at the right time, in the right place.
Review sites and social networks have created a stronger relationship between customer and company that has improved customer experience and the quality of services and products.
Voice agents like Alexa are wading into the field of marketing, and combined with natural language processing, there are some exciting possibilities.
We’re moving into a world where all consumers will receive personalized advertising experiences that were created just for them based on their demographics and historic online behaviors.
Account-based marketing tools are helping B2B marketers target pipeline marketing programs at buying groups instead of individuals, working in lockstep with the sales team.
…Martech innovations are providing marketers with “more” but it’s still up to humans to be the buffer between technology and reality.
For more, see the in-depth list at Forbes.com.