Technology has been integrated as a basic and fundamental piece in marketing, one of the cornerstones for success. Consumers are increasingly digital and digital transformation is a fact, no longer a theory or a plan for tomorrow. Therefore, understanding what is happening with technology and knowing what will set the agenda in the near future is crucial.
Moreover, as point from Gartner, marketers are going to focus on keeping consumers – the survival strategy of the covid month – to fight to capture new and growing in the face of the post-pandemic. In this context, technology is a piece on the rise, the platform that is expected to give access to these new income. The work done at full speed during the pandemic crisis accelerated the leap and laid a new foundation. But what technologies set the agenda for marketers? Gartner just unveiled its latest hype cycle for digital marketing, highlighting key technologies.
Artificial intelligence for marketing
Talking about AI seems almost like a classic, because it seems that we have been talking about it for a long time. However, everything is still very new, so much so that Gartner includes it among its technologies that will change things. The consulting firm believes that the application of artificial intelligence to marketing will improve the generation of insights and the prediction of trends, doing it much faster. All in a context of personalization and multi-channel environment.
This last point connects with the other great technology that will change things: what Gartner calls in English multichannel marketing hub (MMH). These solutions manage the company’s communications and help reach consumers in different channels, unifying data and improving the insights that are had from the audience.
Is there an environment in which algorithms are no longer protagonists in digital marketing? In this field, the aim is for algorithms to be capable of “automating elements of the digital experience”. Algorithms learn from behavior patterns and guide the consumer more efficiently. Everything will be much more sophisticated, in addition, being able to capture elements such as emotions.
Ethics for data
Not everything in the great technological trends is linked to the appearance of new tools or their uses, but also to the policies of how that strategy is approached. That is, one of the big hot topics will be ethics. Companies must apply a moral and ethical compass to their practices of use and management of customer data, beyond what the data protection regulations say. The ethics of consumer data is thus becoming a hot topic.
“Event-driven marketing is the process of identifying, prioritizing, categorizing, monitoring and optimizing purposeful, event-driven conversations with audiences and consumers,” Gartner’s findings state. It is, in the end, the key that allows them to arrive with the right message at the right time. It involves following the entire shopping and data journey, a lot of data.
The challenge of mobile analytics
Mobile marketing is becoming increasingly important as consumers spend more and more time on their smartphones. The pandemic and the behavior patterns developed during these months have accelerated it. The challenge now is to understand what happens in this scenario and manage all the data that is generated, which is a lot. All this must be done in a context in which consumers are increasingly concerned about their privacy and in which tech companies are making it their calling card (you just have to think about what Apple has done to understand it).