Top martech trends every brand needs to know – The Financial Express

By Vineet Malhotra

The marketing industry, among other domains, is susceptible to change and always evolving. Missing out on the latest marketing trends can leave brands behind in terms of competitive advantage and generating more leads. This year, we have seen continued accelerated adoption associated with digital and cloud technology in advertising. There won’t be any difference next year in this regard.  

Brands will continue in order to need to use technological solutions in their marketing and advertising efforts to adapt to our increasingly digital lives. In fact, it will be critical for businesses in order to adjust to the challenges of measuring plus reacting to changes within consumer behaviour across various communication channels. And with the end of cookies soon taking place, markets will need more tech tools than ever to get their messages across.  

Here are the top martech trends that every brand name needs in order to follow and adopt in the coming days.


Today, we have access to increasingly sophisticated technologies that will allow us to measure and predict consumer behavior. It allows us in order to identify micro-moments and selling opportunities that last a few seconds. This ability to find and respond to such moments, combined with personalised approaches, will continue to be the priority with regard to marketers.  

Brands that will understand plus respond to the needs associated with their customers as individuals and offer them something unique at the right time and place have been winning this particular year. For example , when you arrive in a new city, you might receive a notification with recommendations for restaurants or hotels from Booking. com or TripAdvisor. Another example will be how Clorox brands sense and react to key signals, such as someone looking at flu trends in a city receiving prevention tips from the particular company.  

Consumers are drawn to immersive and relevant experiences and content. Brands can take this hyper-personalised, micro-moment approach to further strengthen their relationships with their customers.  

Integration with wearables

Wearable martech integration offers manufacturers a new way in order to approach their own customers plus build connections. Smartwatches and other wearable products allow marketers to serve highly targeted advertising. For instance , an user may get the notification from a fashion or utility store when passing it by. Wearable technology trends and their particular integration along with marketing enable brands to reach potential leads at the right time in the right places.  

Wearable technology in the near future will also play a key part within search engine optimization, just like how mobile optimization has now become the norm whenever it comes to ranking. Brands may have to optimise their platforms regarding wearable devices such because smartwatches in order to get a higher rating and increase their conversion rates.  

Blockchain technologies for electronic marketing

The introduction of blockchain technology has brought some significant changes in the way people use the internet. It has also created new opportunities for entrepreneurs to enter new spheres in addition to their own existing marketplaces. Brands require to familiarise themselves with how blockchain will impact their marketing activities.  

Blockchain has found some considerable make use of cases in the finance business, healthcare, and supply chain. And marketing is not an exception to the possible use cases of blockchain. For starters, the particular technology offers an ideal solution to challenges centred around intermediaries. Additionally , the interactive features of blockchain would help brands communicate their communications to the particular audience.  

Another example of blockchain in marketing is the adChain platform, which works as the transformative protocol in martech with functions such as real-time lead tracking and campaign audits. It also leverages the open and shared nature of blockchain to prevent pay-per-click providers from accessing fraudulent ad clicks and traffic. Blockchain martech advocates are also promoting some other use cases of the technology, like improved transparency, better security, plus reduced privacy concerns intended for brands, online marketers, and consumers alike.  

Mixed reality in martech

The grand idea of the particular metaverse and interconnected digital realities offers still not taken off. However, it is a different story when it arrives to extended reality along with technologies for example virtual, augmented, and mixed reality. Marketers have already started heavily focusing on incorporating them into their advertising strategies plus campaigns. Plus going forward, brands will certainly see them being deployed in more connected ways with new innovations.  
Augmented Reality, or even AR, may continue to play a huge role in marketing and advertising strategies for brand names because of its capability to give brands the ability to offer virtual try-on. Not only will this help brands potentially reduce the rates of return, but it also offers more immersive shopping experiences, driving brand loyalty.  

With the increasing availability of affordable VR headsets, virtual showrooms and malls are becoming a real possibility to get brands. VR is being adopted increasingly by real estate companies to give digital property tools to potential buyers. The development of new equipment such as haptic feedback devices furthermore allows users to feel virtual reality. This gives manufacturers a chance to provide their clients more hands-on experience, something which until now was not possible.  

The particular author is the chief technologies officer in Hashtag Orange

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