What Are the Latest Martech Trends for 2020?

TL;DR

The key trend in Martech is the removal of friction in customer interactions, with companies focusing on seamless user experiences. Additionally, there's a shift towards bringing marketing efforts in-house to maintain consistent brand messaging. Creativity and understanding human behavior remain crucial as technology becomes a standard tool in marketing.

Transcript

welcome back to global marketing day I'm your host Casey Gillette here in New York big thank you to s DM rush for putting this on we're in our 26th presentation of the day we're a little under a little over halfway there if you're just joining us or just a refresh or the way that this works every 30 minutes we have a new panel includes a 15 minute ... Read More

Key Insights

• The key to successful Martech is removing friction from customer interactions, making processes smoother and more efficient.
• Companies are increasingly bringing marketing tasks in-house to maintain consistency and control over their brand messaging.
• Understanding human behavior and psychology is essential for effective marketing, as it helps in crafting messages that resonate with the audience.
• Creativity is becoming a significant differentiator in marketing, as technology becomes a standard tool available to all.
• Voice search has not yet delivered significant value for marketers, as it is mainly used for basic information queries.
• There is a trend towards unifying marketing approaches by reusing content across multiple channels to ensure consistent messaging.
• The Martech landscape is highly fragmented, with many small companies offering niche solutions, but scalability remains a challenge.
• Marketers need to have a core skill set, such as video production or copywriting, alongside a broad understanding of marketing principles.

Questions & Answers

Q: How can companies reduce friction in customer interactions?

Companies can reduce friction by streamlining their processes and making interactions as seamless as possible. This can involve using technology to automate and simplify tasks, ensuring that customers have a smooth journey from start to finish. The focus should be on removing any barriers that might prevent a customer from completing a desired action, such as making a purchase or signing up for a service.

Q: Why are companies bringing marketing efforts in-house?

Companies are bringing marketing efforts in-house to maintain consistency and control over their brand messaging. This shift allows businesses to have more direct oversight and coordination across different marketing channels, ensuring that all communications align with the company's overall strategy. It also helps in building stronger internal teams and reducing dependency on external agencies.

Q: What role does creativity play in modern marketing?

Creativity plays a crucial role in modern marketing as it helps brands stand out in a crowded marketplace. With technology becoming a standard tool available to all, creativity is the differentiator that can capture attention and engage audiences. Creative marketing campaigns can evoke emotions, tell compelling stories, and create memorable brand experiences that resonate with consumers.

Q: What challenges do marketers face with voice search?

Marketers face challenges with voice search as it is primarily used for simple queries that do not directly benefit marketing efforts. Voice search often involves straightforward information requests, such as checking the time or weather, which do not present opportunities for brand engagement. Additionally, optimizing for voice search requires a focus on natural language processing, which can be complex and resource-intensive.

Q: How can marketers unify their marketing approaches?

Marketers can unify their approaches by reusing and repurposing content across multiple channels. This involves creating a consistent message that can be adapted for different platforms, such as social media, blogs, and videos. By maintaining a cohesive narrative, brands can ensure that their messaging is aligned and reinforces their overall marketing strategy, providing a seamless experience for consumers.

Q: What is the impact of the fragmented Martech landscape?

The fragmented Martech landscape presents challenges for companies, particularly in terms of scalability. With numerous niche solutions available, businesses may struggle to integrate and manage multiple tools effectively. This fragmentation can lead to inefficiencies and increased complexity, making it difficult for smaller companies to compete and scale their operations. Consolidation and platform integration are potential solutions to these challenges.

Q: Why is understanding human behavior important in marketing?

Understanding human behavior is important in marketing because it enables marketers to craft messages that resonate with their audience. By comprehending the motivations, emotions, and decision-making processes of consumers, marketers can create targeted campaigns that effectively influence and engage their target market. This understanding is key to building strong connections and driving consumer actions.

Q: What core skills should marketers develop?

Marketers should develop core skills such as video production, copywriting, SEO, SEM, and event planning. These skills provide a foundation for creating impactful marketing campaigns and allow marketers to contribute effectively to their teams. Alongside these technical skills, marketers should also have a broad understanding of marketing principles and human behavior to adapt to changing trends and consumer needs.

Summary & Key Takeaways

• The Martech landscape is evolving with a focus on removing friction in customer interactions. Companies are bringing marketing efforts in-house to maintain consistency and control over their brand. Understanding human behavior and creativity are becoming more crucial in marketing strategies as technology becomes a standard tool.

• Voice search has not significantly benefited marketers, and there is a trend towards unifying marketing approaches by reusing content across multiple channels. The Martech landscape is highly fragmented, presenting scalability challenges for small companies.

• Marketers need to develop a core skill set along with a broad understanding of marketing principles. The ability to understand and influence human behavior remains essential, and creativity is a key differentiator as technology becomes widely accessible.