Let’s take a look at seven marketing technology trends we’re anticipating for 2019. Hint – customer data is still at the center.
No. 1: Marketers are still refining their tech stacks
No surprise here. Tech stacks should always be part of a continuous process of innovation. Walker Sands Communications reported 27% of marketers to add new tools to their marketing technology stack once a year, 26% every 6 months and a surprising 13% of respondents add new tools every month.
No. 2: Customer data platforms are continuing to catch on
The Relevancy Group conducted a study within their CDP Buyer’s Guide that shows 50% of marketers have a CDP or are working with a CDP vendor. 32% of marketing respondents don’t have one but are actively planning on implementing one within the next year. The final 18% was split between those who were unsure or did not plan on selecting one in the next year. The takeaway, while the customer data platform space will continue to grow most marketers simply aren’t sophisticated enough yet to take full advantage of the features.
No. 3: Pressure will grow to clean up programmatic display
As programmatic buying moves into a mature state it will naturally be met with more scrutiny as marketers are more educated on tactics and plan executions.
No. 4: B2B marketers are making account-based marketing a reality—especially those who are in charge of revenues
As technology stacks evolve marketers are able to more successfully communicate with individual customers and prospects. Moving away from generalized messaging but doubling down on highly targeted, personalized campaigns to set meetings and win key accounts.
No. 5: AI is going from buzzword to real-world technology as executives deploy it across organizations
With the walled gardens continuing to make major gains in market share, AI is allowing smaller companies to be more sophisticated, cost-effective, and create competitive new products. Accenture reports the largest AI implementation is being used with external communication, marketing/sales, customer relations, and HR workforce management.
No. 6: Privacy holdouts will have to face up to consumer data regulations
Last year GDPR changed how advertising and technology companies handled data and it isn’t going away. After creating such a buzz it has also brought light to privacy across the board and consumer privacy laws are getting more prevalent as a result.
No. 7: Successful marketers will focus beyond tech on a customer-centric strategy
With so much news and content focusing on privacy, new platforms, and AI/Machine Learning buzzwords it is easy to forget that all of this is being implemented to better serve, people. As marketing teams grow it is important to recruit individuals with a mix of skills that allow you to not only implement technology but also measure the ROI of technology investments.