Marketing Tech Trends 2022: Becoming a Digital Champion with the Right Omnichannel Strategy [5 Reading Tips]

Marketing Tech Reading Tips — Source: Unsplash/Adi Goldstein

Marketing tech. Is it just a buzzword or a promising development? Spoiler: the latter. After all, the term is not that new. MarTech is basically the combination of marketing and technology. It specifically refers to important measures and tools for harnessing technology to achieve marketing goals.

But to what extent can MarTech simplify the work of marketing teams in the future? What role does data-driven marketing play in this regard? And which omnichannel strategy will help you impress customers? Today’s reading tips of the week provide answers to these questions.

Marketing Tech as the Evolution of Marketing

Companies are already using a wide variety of technologies that optimise their marketing activities through IT applications. These include everything from traditional customer relationship management scenarios and customer data platforms to marketing mix modelling.

Accordingly, MarTech solutions can be classified into various categories in order to cover all the different areas of marketing:

Sales promotion (technologies supporting PR activities)
Content (content marketing, marketing automation, SEO, DAM)
Commerce (e-commerce platforms, affiliate marketing)
Management (process optimisation, project management)
Data (data analysis & visualisation, business intelligence)
Social (chatbots, social media management, CRM)

In order to specifically show which technologies stood out in 2021, the new edition of the »Marketing Tech Monitor« study was published. It surveyed more than 1000 CMOs and heads of online marketing teams from the DACH area (Germany, Austria and Switzerland), asking them about their marketing activities in quantitative and qualitative interviews.

The respondents stated the following as their overarching business goals for the next two to three years:

Implementation of an omnichannel strategy (65%)
Gaining consumer insights (58%)
Opening up new business fields (57%)
Digitalisation of sales (46%)

All in all, these were goals that were inevitably related to development and MarTech solutions.

Marketing Tech: Becoming a Digital Champion with the Right Strategy

In general, many companies still have some room for improvement when it comes to dealing with strategic, data-driven marketing activities. Nowadays, companies can choose from more than 10,000 different applications when looking for the right MarTech strategy. This does not necessarily make progress any easier. In order to find the right solution, companies must first evaluate their business model and then determine whether they need to digitally revolutionise this business model or at least bring it up to competitive standards to begin with.

The rapid development of markets, technologies and business strategies requires a solid strategic foundation, especially with regard to the implementation of D2C and omnichannel strategies. As mentioned in the section on the »Marketing Tech Monitor« study above, companies that want to be data-driven have omnichannel strategies at the top of their agendas. Wider market coverage and reaching different customer segments with fewer resources are just two arguments in favour of this.

The findings of the »Marketing Tech Monitor« study confirm that companies need to invest in the development of a strategic data-driven marketing concept: 74 per cent of CMOs and heads of online marketing teams from the DACH area consider their companies to be highly aware of the risks of an unsuccessful transformation process. The study also revealed that about two thirds of companies consider themselves to be caught in the »Nirwana der Tech-Verzweiflung« (»nirvana of tech despair«).

In 2022, it is high time for many companies to undergo digital transformation so that they can make data-based marketing decisions using the right solutions.