Martech Landscaping Trends to Look Out For in 2022

    Martech Landscaping Trends to Look Out For in 2022-01

    When evaluating the martech landscape and their martech stack for any potential gaps, marketers must stay up to date with all the latest trends. It’s always best to approach developments in marketing with a proactive mind-set rather than reacting to trends when they have a tangible impact on the company.

    The term “martech” refers to the combination of technology with marketing with the goal of achieving marketing objectives through useful tools. These tools, however, are not one-size-fits-all; marketers must choose from a larger martech marketplace to meet their specific needs. When examining the entirety of the marketplace, one essentially looks at the martech landscape.

    With so many tools available, even a little bit of knowledge goes a long way. Let’s take a closer look at a few marketing trends that should be considered while selecting marketing technology in 2022.

    More Tools and More Spending

    According to “Gartner CMO Spend Survey 2020-2021: Technology and Digital Channels Withstand Budget Cuts,” marketing technology is already a substantial line item for most marketing teams, accounting for 26.2 percent of the average marketing budget. Despite the fact that it consumes a large percentage of the budget, leaders insist on increasing their martech stack.

    Also Read: Foundational B2B Elements: Laying the Groundwork for Success

    The martech landscape is expanding not only as a result of new and creative solutions hitting the market, but also as a result of the disruptions created by COVID-19 pandemic. Marketers needed to be much more strategic with their digital marketing spending, and obtaining specific marketing technology solutions was critical to attributing, analyzing, and executing in the new marketing environment. Additional investment in martech was unavoidable for most.

    As a result, marketers should expect their competitors to expand their martech stack and also consider expanding their own. Furthermore, if they intend to purchase new marketing technology, they should keep in mind that it’s becoming increasingly vital to examine their current stack and estimate the difficulty of integrating an expanding number of interconnected but independent tools.

    Personalization and Data Access in a Cookie-Less World

    Big data is the norm, and it appears that there are opportunities to collect or purchase data everywhere. However, some business leaders believe that change is on the way — and it isn’t simply because of GDPR or the CCPA. These leaders are now concerned about the ramifications of a world without cookies.

    Cookies have been one of the most prevalent ways for marketers to gather insights on marketing-related engagement. That, however, is coming to an end. Third-party cookie tracking has already been removed in browsers like Safari and Firefox, and Google Chrome has declared it will eliminate third-party cookies by 2022. Marketers will have less than a year to rethink their data collection strategy and discover tools to support it.

    Also Read: Identifying the Core Marketing Message Rules

    Marketers should look for a martech tool that can collect and attribute consumer data without the use of cookies. Having a solution that can measure both individual and aggregate data will provide the freedom to make accurate and timely decisions with fewer cookies throughout this transitional period.

    Prepare for Unexpected Events

    No one will soon forget how COVID-19 jolted the entire world throughout 2020 – 2021 and marketers were particularly affected by the disruption. Most brands were unsure what to do next after consumers changed their lifestyles and purchasing habits practically overnight.

    It’ll only be a matter of time until another controversy arises. If the team does not search the martech landscape for tools that can help them prepare for unanticipated situations, they may end up blindsided.

    Performance Marketing

    Businesses are fearful of losing revenue due to COVID-19, but performance marketing may provide a solution. The company only pays for advertising that produce a specific outcome in performance marketing. This form of marketing will result in more effective campaigns that spend less money. When compared to other methods of marketing, performance marketing offers a reduced risk and a higher return on investment (ROI).

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