Four Data Trends Transforming Martech in 2022

    Four Data Trends Transforming Martech in 2022

    With data becoming a critical component of marketing strategy as well as influencing its future, B2B brands must keep up with the latest trends that will help them to improve their strategy.

    The increasing complexity, as well as volume of data is forcing B2B marketers to rethink their approach to how they use it. 2021 saw organizations increasingly utilizing machine learning and seeking new avenues and alternatives to cookies and adjusting to changes driven by the COVID-19 to better understand and engage with customers. However, the rapid changes in the marketing landscape make it difficult for marketers to get the needed insights.

    As per a 2022 survey from Gartner, only 14% of the organizations have been able to get a 360% view of their customers. Advancing in 2022 and beyond will require organizations to not only comply with the latest regulations but also to optimize data efficiently. So for data-driven brands looking to achieve success in the coming years, they need to consider below trends:

    Also Read: Three Ad-Tech Trends Shaping the Digitally Engaged Era

    First-party data will be at the center of marketing strategies 

    The increasing strict data privacy regulations and identity framework restrictions have made it crucial for B2B marketers to pay attention to how they source their data. In addition, Google announcing the elimination of third-party cookies by the end of 2023 is leaving organizations with no option but to leave behind legacy advertising with a more customer-focused approach.

    Organizations will struggle to find data talent 

    With digital platforms becoming the only touch point to reach out to users, B2B brands have to rapidly accelerate and improve their digital offerings. This has contributed to the growing demand and shortage of skilled data talent, especially engineers.

    Even in the absence of a talent shortage, industry experts predict that the number of data roles and specializations will continue to increase, prompted by architectural shifts in the data stack. In 2022 and beyond, the job roles such as data product manager, Artificial Intelligence (AI) operations manager will become much more common at large enterprises.

    Maintaining a balance between personalization and privacy will be a priority

    B2B brands have become accustomed to amassing a significant amount of data than what is needed to develop personalized experiences. However, this has led to dissatisfaction among customers since they believe organizations are accumulating more data than necessary to deliver good service.

    Also Read: Building and Scaling an Efficient and Successful Marketing Team

    As customers have had enough organizations continuously extracting their information, B2B brands will have to build strategies that ensure data democratization and balance personalization and consumer privacy.

    The importance of campaign attribution tools will increase immensely

    B2B marketers can determine how a given campaign has influenced prospects and desired results by measuring campaign attribution. B2B marketers incorporate it into their metrics to identify the success of a campaign. However, it is a little challenging to measure as B2B marketers need to attribute a value at every step of their customer journey, since it enables them to understand which one is the most effective for their organization.

    Going into 2022 and beyond, B2B marketers will continue to concentrate on maximizing their impact while minimizing costs. The rest of 2022 will witness an increase in investment in campaign attribution tools.

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