2019 Martech Predictions
January 23, 2019
Looking Back to Move Forward: Martech Predictions for 2019, from the desk of GeekHive’s CEO
For organizations looking to lead the way with their digital transformation efforts in the coming year, we feel that it is important to share what we have learned about martech in 2018, along with what we predict organizations should focus on using in 2019 to advance their marketing technologies and inspire organizational change.
Here are 3 trends that we believe defined martech in 2018, in addition to our expectations for 2019:
Digital Transformation Understanding is Maturing
The “what” is more clear, the “how” is still a question
Two years ago, no one really knew what they needed to improve their digital marketing efforts, and the term “digital transformation” was still very much a buzzword that left much unknown. Eventually, marketing organizations recognized the need for a shift–a digital shift–in order to reach their goals and embrace digital transformation with all it has to offer. Yet, while key stakeholders within organizations knew that they needed something, they had no real understanding of what that something was.
Today, marketing professionals realize the necessity for robust, digitally-integrative martech programs in their organizations. Ready to embrace digital transformation with all it has to offer, organizations understand that marketing technologies can help them achieve–and exceed–their sales goals. Yet, many find themselves overwhelmed with the vast array of options available. So, while marketers are finally able to identify what their organizations need, many are still unsure how to successfully implement and accomplish a digital transformation with all of its promises.
Everybody Feels Behind
But now’s the time to surge ahead
If you’re feeling like you’ve already missed the boat to capitalize on digital transformation efforts and surge ahead of your competition, you’re not alone. In fact, many of your competitors are probably feeling the same way. It is very common for people to be in the early stages of digital transformation and most marketing orgs are not as behind as they think they are.
While it’s true that some organizations are further along in their digital transformations and have a better understanding of their overall objectives than others, most organizations fall within the “making progress but still struggling with creating real change” arena.
But that’s no reason to get complacent. While the majority of organizations are still figuring things out, our experience indicates that more and more organizations are driving towards improved and better orchestrated customer interactions by syncing their marketing technologies, removing organizational silos, creating an effective martech stack, hiring the right individuals and, overall, taking the necessary steps to connect with customers in real and meaningful ways. Of course, all while capturing the data of those interactions for future improvements.
So what does this mean for your organization? In order to stay competitive, you must also get moving. Just don’t panic, the playing field is still fairly level. Over the next few years, your organization should focus on getting the right people, processes and technology aligned and in place, so that you can utilize your collected data to orchestrate customer interactions that will increase your marketing org’s ROMI.
It’s All About Predictive Analytics and AI Marketing
Set the data up to utilize in the coming years
As marketers continue to take a deeper dive into the science side of marketing, and marketing practices shift to become more predictive and reactive, we will naturally become more data-reliant. The technological tools to support this transition are maturing and most marketers are already preparing for this change by gathering what they need in order to be able to best use predictive analytics and AI marketing.
A lot of this preparatory work involves getting data in the right place, at the right time, and setting our organizations up to use these technologies, namely artificial intelligence and predictive analytics. Think of it as getting the house in order to be able to leverage tech that will be available to make marketing orgs even more competitive two to three years from now, once data-driven marketing “capes” are considered the norm.
Narrowing the Focus in 2019
Advancing forward into 2019, initiatives for martech-inspired digital transformations are more important than ever before. Now that marketing organizations have a clearer understanding of their specific martech goals and a vision of their digital transformation, they can map out the necessary steps that will orient them in the right direction, towards their desired destination. Marketers should ensure that their 2019 digital marketing strategies leverage integrative and advanced technologies that will not only automate workflows and streamline marketing efforts for their internal team, but will also ensure cohesive brand experiences for their customers. With predictive analytics tools now available and AI marketing concepts in continual development, marketing organizations will soon have unlimited data resources available to provide their customers with personalized journeys and seamless multi-channel engagement at every touch point and across every device.
The capabilities of martech enablement are just beginning and marketing orgs that prepare for the advent of data-driven change with strategic, forward-thinking conceptual plans will gain a competitive edge by carving out their path for digital transformation.
Click here to download our free eBook and learn how martech enablement can set your organization up for digital transformation success.
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