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6 implications for selecting and managing today’s and tomorrow’s marketing technology

We’ve been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You’ve almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it’s a USEFUL infographic – it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack.

When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way… It prompts that “OMG how do I cope?” fear amongst marketers and business owners due to its complexity. But, for me, from a positive POV, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It’s inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools across our RACE planning framework. We also have another post looking at auditing the Martech stack which includes another Scott Brinker framework – the 6C categories of Martech.

Our ‘Essential Digital Marketing Tools‘ infographic aims to show the choice in martech today in a different way since it differs from Scott Brinker’s awesome infographic in that it is:

Simpler – fixed in size and  structured around our RACE marketing management framework

More practical – Blending tools which give marketing insight with marketing operations management tools

Less corporate – it focuses recommendations of free, low-cost tools but also will include ‘enterprise technologies’

So, that’s our tool, but you will be wanting to see the latest version from Scott, with 5000 different tools, DRUMROLL, here it is…

If you want the hi-res 30Mb version, see Scott’s post: Marketing Technology Landscape (2024).

It’s great Scott to see the passion that Scott and collaborators have to update this each year given the speed at which technology changes. You can see the work involved from the number of new tools he has added each year:

Implications from previous versions of the Marketing Technology landscape

Here, for comparison is the 2024 Marketing technology landscape infographic which we think provides a great framework to help managers think through the best technology to improve their marketing and to review the leading technology vendors in each category.

How do you find this? Is it scary to you because of the potential expense and business case preparation? Not to mention the challenges of managing implementation and integration of these systems. Or is it an opportunity to use technology to compete and create more relevant engaging customer experiences than your rivals.

The tool is useful in its own right, but I think it’s useful to prompt marketers to think about how they manage the complexity and range of options in technology which I explore in this post.

Categories of marketing technology

The first implication of this “infographic like no other” is that when you’re reviewing your approach to using technology, it’s useful to audit your technologies across these 6 categories and the 42 subcategories

The six main categories to review are described like this by Scott:

Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management.

Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.

Marketing Backbone Platforms such as CRM, marketing automation, content management, and e-commerce engines. [These are quite different in their application, so need to be reviewed separately].

Infrastructure services such as databases, big data management, cloud computing, and software development tools.

Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment. [How you integrate with these key platforms]

Selecting the best marketing technology

Beyond this, there are many other implications about how you select technology or make recommendations to your clients. The answers will vary a lot by type and size of company, but the implications are similar. Technology is a significant marketing investment, so it needs a structured, not piecemeal approach.

1. A solid business case and review approach is needed. Define a process and template for technology business case that avoids wastage and duplication and prioritises the technologies that will give the biggest returns. In larger companies this needs to be centralised to a great degree to avoid maverick purchases.

2. A technology roadmap is required as part of digital strategy. Starting from scratch, it would take years to implement these technologies. A technology roadmap helps prioritise and make it achievable.

3. All-in-one vs Best-of-breed solutions. One approach to reduce complexity is to use all-in-one solutions such as the Marketing Cloud services that many of the large technology companies like Oracle, Salesforce and Adobe are now offering. But these may be overkill for some businesses who may be best using simpler tools, for example, an email service provider rather than a full-blown marketing automation system.

4. Open source options can give significant savings. Open source can give significant savings in some areas such as content management or video hosting. But savings in licensing need to be offset against potential lack of support.

5. Businesses need to get the value from their technology investments. Implementing the technology is just the start. If a technology isn’t used by the business to get the value from it, then that’s bad management, not the fault of the technology or vendor.

6. Change management and education are as important as the technology. None of these technologies work without human intervention or intelligence. Customisation is needed, so encouraging ongoing adoption is key, although not all technology vendors support this as well.

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2008 In Review, Surveying The Os Landscape

It started sensibly enough with the launch of Microsoft’s Windows Server 2008 in February. The new OS was generally well received, even if no one actually seemed to be implementing it. Server 2008 introduced several important new features, like the Server Core installation option — the key feature of which was that it got rid of all the important new features — and Hyper-V, Microsoft’s important new virtualization offering. Perhaps the most notable thing about Hyper-V though was that it was a virtual feature: It wasn’t ready for the release of Server 2008 and didn’t see the light of day in its final form till June.

June saw the day-to-day retirement of Bill Gates from Microsoft, and the transformation of the ubergeek to one half of the world’s most unlikely comedy double act, with the formerly funny Jerry Seinfeld making up the other half. The world was treated to the site of Gates wiggling his tochas as a sign to Jerry that in the future computers would be … edible. It is rumored that this was part of a campaign to get people to buy more copies of Vista, although the campaign was canned before its meaning became clear.

UNIX had a rather depressing year, with server spending on the platform down 8.7 percent in the third quarter according to IDC’s Worldwide Quarterly Server Tracker. Still, with 30 percent of the market based on spending (10 percent less than Windows), the senior citizen of the server room is still beating the pants off little Linux, which accounts for just 14 percent of server revenue. All three platforms saw declines in spending compared to the same quarter last year, but UNIX revenue fell the fastest, according to IDC’s figures.

The year’s real loser was Sun. The company lost market share and saw its value drop by almost 90 percent during the year. At its current share price, the company that once powered the Internet is worth little more than a bag of Twinkies.

Another UNIX company that may not have much of a future at the end of 2008 is SCO. Come to think of it, SCO didn’t start the year with much of a future either. It started hostilities with the Linux world way back in 2003 when it demanded $1 billion from IBM, and its battle may finally have come to an end: In November, a federal judge ruled that SCO actually owes Novell $2.5 million plus interest. Confused? All you really need to know is that SCO is not UNIX, and given that it apparently doesn’t have $2.5 million, the top candidate for title of the world’s most unpopular software company now appears to be in serious trouble.

2008 was the year that Apple tried again to make an impact on the enterprise OS world, with typically comical results. The Cupertino consumer gadget-maker has been offering server products for years despite failing to register anything more than the tiniest blip in terms of market share.

In June, it released version 2 of its iPhone firmware, which includes a couple of “business” features, such as improved support for VPNs and compatibility with enterprise e-mail systems, apparently in the hope that this would lead to wide-scale adoption of its server products. But probably thanks to an almost complete lack of enterprise-grade management and security tools, the iPhone has yet to be adopted to any extent in the enterprise market, and Apple’s server market share remains minuscule.

With Crash Bandicoot Nitro Kart 3D and Virtual Pool replacing Super Monkey Ball among the top-selling apps for the iPhone, the signs are that Apple’s converged mobile business device is turning out to be nothing more than a Nintendo machine that can make calls.

In the Linux world, Red Hat Enterprise Linux and Novell’s SUSE Linux Enterprise Server continued to dominate the enterprise Linux market place. Novell continued its strategy of dancing with the devil by agreeing to take up to $100 million of Microsoft’s closed-source-derived money in exchange for support coupons to give away or sell to its customers. Lower down the Linux food chain, Canonical released Ubuntu 8.10 Server Edition — codenamed Intrepid Ibex — in October. This is available in tandem with its longer-supported “Gutsy Gibbon” server OS, released in April.

The latter part of the year turned in to something of a Microsoft fest, with the Redmond giant holding a Professional Developers Conference (PDC) in early October, followed by the Windows Hardware Engineering Conference (WinHEC) in November. PDC saw the announcement of Microsoft’s Azure cloud computing platform, and there was much talk of new Office Web Applications. Details were few and far between, but there’s no doubt the company has seen what Google, Amazon and others are up to in the cloud, and wants to make sure that it is a part of (or should that be “central to”) it.

And let’s not forget self-proclaimed Linux “god “Linus Torvalds. In an effort to make things interesting and to keep Linux in the limelight during the year, he light-heartedly called all BSD developers “masturbating monkeys,” and all Digg-users “wanking walruses.” Perhaps not the nicest way of addressing other members of the technology community, but you can’t help thinking that in years to come these would make excellent code names for future release of a certain well known open-source, Linus inspired operating system. Forget Gutsy Gibbons and Intrepid Ibexes: “Ubuntu 11.4 Server Edition: Masturbating Monkey,” anyone?

B2B Technology Marketing And Media – Market Spotlight: China

B2B Technology Marketing and Media – Market Spotlight: China Jon Panker

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An interview with Shirley Xie – Country Manager, TechTarget China

In this 2024 Market Spotlight series we’ll be giving in-depth interviews with regional marketers on the current state of B2B technology marketing in countries around the world.  This series is meant to provide regional background understanding of unfamiliar markets that you, as a marketer, might be purchasing or working within. 

Can you give a current market landscape? What is going on today in the market?

You might have already heard a lot about China economic slowdown. It’s true that there are many economic uncertainties and challenges. The stock market is down; investments and growth have slowed. However, let’s put things in perspective. China’s GDP growth target this year will still be 6%. A lot of countries would love to be anywhere close to that type of growth. Much of the local growth is spurred by infrastructure investment. Worldwide IT spending is forecast to decline in 2024, according to Gartner and IDC. However, our recent survey on 2024 IT priorities in China shows that 58% of respondents will increase tech spending in 2024 compared to 2024. Big data and cloud computing, which have triggered changes in IT infrastructures and operations, will lead the charge.

And how has Chinese publishing changed over the last 5 years?

Radically! Digitization is at the heart of the change. Traditional print media is still hanging on – but barely and with dramatic revenue declines. The rise of the Web and proliferation of mobile devices has ushered in a new era of more niche and in-depth content.  The old notion of a portal homepage overwhelmed with ludicrous amounts of Chinese characters and graphics all on one seemingly never-ending page has become far less common. Publishers have moved towards higher quality content and user- friendly navigation.

The unique landscape of China social media (the market has no Facebook, Twitter, Instagram or Snapchat thanks to the Great Firewall) also caused great changes in Chinese publishing. WeChat, an instant messaging app owned by Tencent that launched in 2011, is the dominant social media player in China. It allows companies and individuals to sign up an official account to publish content and engage with users directly. According to the official WeChat Impact Report published by Tencent in January 2024, monthly active users of WeChat reached 468 million. Nearly every company has a WeChat official account to communicate with its target audience. In fact, some influential individuals have gained as many as 200K followers within a year and generated more revenue than a mid-size publishing company. Clearly WeChat has shaken up the traditional publishing industry. However, it’s important to note that for serious B2B IT research unbiased information websites remain critical. It’s tough to consume long-form, pre-purchase content on a mobile device.

Who are the current B2B IT media companies in the market?   How has this changed?

There aren’t too many global players still investing in the China enterprise IT market. IDG used to be the leader in IT publishing. It brought the first foreign IT publication to China. But IDG’s China team has shifted its core business to the venture capital market. CBSi sold its subsidiaries in China last year. ZDnet China is now owned by local publishers and is very news-oriented with a B2B/B2C mix. The same could be said for another local player, Chinabyte. Others like CSDN and 51CTO have big audiences that mainly consist of developers and programmers. TechTarget sits in a unique position within the market. Our content is 100% focused on solving IT problems and supporting IT purchases. Our editors handpick the best global TechTarget pieces to translate and then supplement that content with locally generated insight from the China tech market. Our audiences come to our network with a clear mission of leveraging technology to better support their businesses.

How does Chinese culture affect marketing spend?

“Guanxi” (which translates to “relationship”) still plays an important role here in China. Face-to-face meetings and building out a network of trusted colleagues is the key to getting things done. Offline events remain popular, but increasingly Chinese tech buyers will have done significant pre-purchase research online prior to attending those events. They’re combining independent content consumption with personal connections. That’s why successful China marketers are right sizing their investment in events and ensuring they also have a strong digital footprint.

What are the current B2B IT buying trends and priorities in the market?

Economic pressure has increased the focus on ROI. And IT buyers are now a bit more cost conscious. However, we’ve seen that once an IT project is identified, the buying cycle moves pretty fast, especially for the local private-owned companies as opposed to state-owned enterprises.

Data center consolidation, big data and mobility are the top 3 IT priorities according to our 2024 IT priorities survey:

As China’s digital economy grew rapidly, data centers sprung up. It’s estimated there are 400,000 data centers in the country, but some are falling behind international standards for energy efficiency. The China government has issued a set of guidelines calling for green data centers, which is the big push for data center consolidation initiatives.  Organizations are being forced to explore how to control the high costs of energy use and old hardware and how to optimize data center management.

Like other markets, big data is also driving IT spend, especially in the finance and e-commerce industries. Last year, the government announced its national Big Data strategy aimed at improving public data sharing and management.  We’re seeing this market move from strategy discussions to actual implementations.

Finally, there’s mobility. This is a country with 1.3 billion mobile users. According to IDC, China’s enterprise mobility service market reached USD $685 million in 2014 and will grow rapidly in the next several years. Our research finds that within the enterprise the deployment of mobile device management software and the roll out of mobile enterprise applications are the main spending priorities for mobility.

APAC, TechTarget China

Technology 2050: Awesome Innovations In The Future

These technology innovations will pave for a safer future.

A decade ago, the disruptive technologies we have now were unimaginable. Sure, we had the concept of artificial intelligence and robotics back then, but the sophistication those technologies now have was unfathomed. In contrast,

1. Bionic Eyes

A trend started by Alastor “Mad-Eye” Moody from Harry Potter; researchers are actually working on it to make this a reality. In January 2023, surgeons from Israel implanted the world’s first artificial cornea into a blind 78-year-old man. After the surgery, the man was able to read and recognize family members as the implant is

2. Airport for Flying Taxis

Back in the black and white era, flying cars were proposed to become a reality. But speculators didn’t think the technology was strong enough. But as cities are now getting congested, drones for delivery and flying electric taxis are becoming a reality with its first Urban AirPort receiving funding from the UK government. The ones that are in the making are powered by a hydrogen generator, as a clean alternative to fuel.  

3. Bricks with Energy

Smart devices? Move On! It’s time for smart bricks. Scientists have found a way to store energy in the bricks that make houses. Researchers from Washington University in Missouri have developed a brick that can act as batteries. Although this technology is still in its initial phases, in the future, it can store substantial amounts of energy.  

4. Sweat Powered Smartwatches

Gym enthusiasts and technically lazy people unite, engineers at the University of Glasgow have developed a new type of smart wearable that stores energy with sweat. It replaces the electrolytes found in conventional batteries and can be fully charged with just 20 microliters of fluid. The sweat is going to reach the device through its cloth covering.  

5. Living Robots

According to

6. Heart Monitoring Attire

Heart monitoring watches are not new now, but the accuracy is questionable. Using a single lead ECG printed on the fabric, KYMIRA is working on making a smart t-shirt. This piece of clothing will accurately measure heartbeats and upload them to the cloud via Bluetooth. Algorithms will analyze the data, look for abnormalities in the heart rate and alert the user.  

7. Super-Fast Charging Car Batteries

The issue with electric cars is their charging speed and a fast-charging battery will solve the issue. Rapidly charging lithium-ion batteries degrade their life. Hence, researchers at Penn State University have found that if the batteries could heat to 60 degrees celsius for 10 minutes and cool down to ambient temperatures, the heat damage can be avoided. The battery will use a self-heating nickel foil and a rapid cooling system will be designed inside the car.  

8. Silicon Chips with Artificial Neurons

Researchers have found a way to attach human-like neurons onto silicon chips that will mimic the electrical properties of a real neuron. “Until now neurons have been like black boxes, but we have managed to open the black box and peer inside”, said the leader of the project, Professor Alain Nogaret. If this application becomes a success, this can treat heart failure and even Alzheimer’s.  

9. Sound Technology for Forest Fires

Forest fires are a major threat to human life and the environment. With traditional methods, it takes weeks and even months to put out a massive fire, but researchers at George Mason University are working on a sonic extinguisher. Because sound is made up of pressure waves, it can disrupt the air in the fire, cutting off its supply around the fire, at the right frequency.  

10. Self-Healing Concrete

A decade ago, the disruptive technologies we have now were unimaginable. Sure, we had the concept of artificial intelligence and robotics back then, but the sophistication those technologies now have was unfathomed. In contrast, imagine the scenario a decade in the future . Will we live like the Jetsons with flying cars? Will food scarcity end with floating farms? Will we live in smart-bio bubbles? The possibilities are endless, but practically there are some cool innovations that might become reality. Excited?A trend started by Alastor “Mad-Eye” Moody from Harry Potter; researchers are actually working on it to make this a reality. In January 2023, surgeons from Israel implanted the world’s first artificial cornea into a blind 78-year-old man. After the surgery, the man was able to read and recognize family members as the implant is capable of fusing with the human tissue Back in the black and white era, flying cars were proposed to become a reality. But speculators didn’t think the technology was strong enough. But as cities are now getting congested, drones for delivery and flying electric taxis are becoming a reality with its first Urban AirPort receiving funding from the UK government. The ones that are in the making are powered by a hydrogen generator, as a clean alternative to fuel.Smart devices? Move On! It’s time for smart bricks. Scientists have found a way to store energy in the bricks that make houses. Researchers from Washington University in Missouri have developed a brick that can act as batteries. Although this technology is still in its initial phases, in the future, it can store substantial amounts of chúng tôi enthusiasts and technically lazy people unite, engineers at the University of Glasgow have developed a new type of smart wearable that stores energy with sweat. It replaces the electrolytes found in conventional batteries and can be fully charged with just 20 microliters of fluid. The sweat is going to reach the device through its cloth covering.According to Hollywood movies , this is a terrible idea. According to science, this is a great growth for technology. Small hybrid robots made of stem cells from frog embryos can one day swim around in human bodies for medical purposes or in the ocean to collect microplastic.Heart monitoring watches are not new now, but the accuracy is questionable. Using a single lead ECG printed on the fabric, KYMIRA is working on making a smart t-shirt. This piece of clothing will accurately measure heartbeats and upload them to the cloud via Bluetooth. Algorithms will analyze the data, look for abnormalities in the heart rate and alert the chúng tôi issue with electric cars is their charging speed and a fast-charging battery will solve the issue. Rapidly charging lithium-ion batteries degrade their life. Hence, researchers at Penn State University have found that if the batteries could heat to 60 degrees celsius for 10 minutes and cool down to ambient temperatures, the heat damage can be avoided. The battery will use a self-heating nickel foil and a rapid cooling system will be designed inside the car.Researchers have found a way to attach human-like neurons onto silicon chips that will mimic the electrical properties of a real neuron. “Until now neurons have been like black boxes, but we have managed to open the black box and peer inside”, said the leader of the project, Professor Alain Nogaret. If this application becomes a success, this can treat heart failure and even Alzheimer’s.Forest fires are a major threat to human life and the environment. With traditional methods, it takes weeks and even months to put out a massive fire, but researchers at George Mason University are working on a sonic extinguisher. Because sound is made up of pressure waves, it can disrupt the air in the fire, cutting off its supply around the fire, at the right frequency.Researchers have created living concrete using sand, gel, and bacteria. According to experts, this material will have load-bearing and self-healing features, which will be completely safe for the environment. The need for such an invention has come from the fact that concrete is the second-most used material on Earth, besides water.

Wearable Technology Statistics And Trends 2023

What can we expect from the wearables market in 2023? These are the top wearable statistics to inform your 2023 technology and media innovations strategy

Download Business Resource – Marketing Technology and Media Innovations guide

The guide outlines 6 of the most important new technologies marketers should consider when planning for future investment in customer-facing marketing experiences and communications to encourage brand engagement and purchase. At the start of the guide, we also explain different planning techniques that will help you take the right strategic decisions when evaluating new technology investments.

Access the Marketing technology and media innovation guide

Which marketing trend will be most important to you and your business in 2023?

We have asked this question over the past few years and it’s been really interesting to see what ‘rocks your digital world’ since there are some common themes amongst the top 3 and some activities surprisingly low. The question we asked was around the most important commercial trends. We had around 850 votes from marketers in different types of business from around the world. Only 2% of respondents answered that wearables will have the largest commercial impact on their business in 2023. Respondents preferred to focus on content marketing and big data – overlooking the potential that wearable technology can achieve.

Top 10 stats from 2023 to inform your marketing strategy for 2023

The worldwide wearables market reached a new all-time high as shipments reached 33.9 million units in the fourth quarter of 2024 (4Q16), growing 16.9% year over year (Buisness Wire, 2023)

Tractica also forecasts an increase of the wearables devices until 2023, with total shipments for all wearable devices to 560 million in 2023, which means an estimated device revenue of  $95.3 billion in 2023 (wearable technologies, 2023)

Its forecast projects sales of 310.4M wearable devices worldwide this year, generating a total of $30.5BN in revenue — of which it expects $9.3BN to come from the smartwatch category specifically (Techcrunch, 2023)

By 2023, Gartner estimates that sales of smartwatches will total nearly 81M units — representing 16% of total wearable device sales, according to its forecast (Techcrunch, 2023)

The market for wearable technology will reach accelerated growth with a yearly growth of 23 percent through to over $100bn by 2023 and, reach over $150bn by 2026 (IDTechEx, 2024)

102.4 million wearable devices were sold in 2024, a 25% increase over the year before, growth that was driven primarily by higher sales for Xiaomi and other budget wearables makers (Relate, 2023)

Just under 50 million wearable devices were shipped in in 2024 and over 125 million units are expected to ship in 2023 (Forbes, 2024)

By 2023, smart eyewear will account for 40% of total revenue of the wearables market (i-scoop, 2024)

This vibrant market is expected to grow in value from just over $10 billion in 2023 to almost $17 billion by 2023 (wearable technologies, 2023)

Key trends to watch out for in 2023? More wearable devices

As more money is spent on wearable devices and consumers start to adapt there will be an increase in the range of devices available to consumers. The range available will increase to different ranges, body parts and needs. According to i-scoop wearable technologies will shift to new markets and areas of the human body by 2026 (i-scoop, 2024). This year we have seen Fitbit, Alexa, Google home and Apple Watch 2 take off, people are increasingly using them more as part of their everyday lives.

Reshaping healthcare New data for retailers Fitness tech will continue to grow

The boom in wearable technology has been mainly fueled by fitness, such as wearable gadgets’ that monitor your heart rate or track your exercise. These gadgets have been successful because they are helpful to the user and easy to integrate into everyday life. According to IDC, the market’s growth will be fuelled almost exclusively by smartwatches and wrist-worn fitness trackers. Having tech on your wrist, the smartwatch allows for precise data to be collected about the user. This is likely to radically impact the retail experience as hyper-personalized offerings become commonplace.

What does this mean for marketers?

Although wearables might not have fully taken off this doesn’t mean that wearables are dead. Some business maybe seeing significant success – especially those in the health and fitness sector.

But if you have been unsure of the transition to wearables brand should be doing something with wearables maybe start thinking about whether or not you have the tools, tactics, and support in places to be successful in this industry.

You also need to ensure you use cross-platform marketing. As technology evolves, it would be foolish to focus all your marketing efforts one single technology. embrace the new and look to adapt and change in the future. TechCrunch reported ‘Current low adoption by mainstream consumers shows that the market is still in its infancy, not that it lacks longer-term potential’.

If you are unsure how to prioritize marketing investments in innovative marketing technology use our marketing technology and media innovations guide to help you make informed decisions for 2023. It works through planning frameworks to will help your business think strategically and make the right decisions about how to invest. The guide also outlines the key technologies marketers need to consider when planning for the future.

Download Business Resource – Marketing Technology and Media Innovations guide

The guide outlines 6 of the most important new technologies marketers should consider when planning for future investment in customer-facing marketing experiences and communications to encourage brand engagement and purchase. At the start of the guide, we also explain different planning techniques that will help you take the right strategic decisions when evaluating new technology investments.

Access the Marketing technology and media innovation guide

How Technology Is Changing Marketing And How To Keep Up

Technology is continuing to change the way we view digital marketing at breakneck speed, but the future is bright for digital marketing 

It’s quite apparent that technology has brought the marketing field a long way. We wouldn’t be immersed in the digital marketing field without it. However, many marketers, particularly those in small businesses, don’t recognize just how much and how often technology is changing. For that reason, they have a very difficult time keeping up, which could be their biggest marketing mistake. 

With the ever-present changes in data-driven marketing and technology, it’s more important than ever to have the proper training in IT and technology, even for those not working in an IT department. Technology is changing marketing at a speed that we can barely keep up with.  

Most Recent Advancements

In a blink of an eye, the marketing strategy you’ve been using could become outdated. That’s why it’s important to know exactly what changes are happening now and how those changes are affecting you and your company.  

Mobile Technologies

Big Data and the Internet of Things

Both of these data sets are great for marketers. Thanks to the ability to collect consumer information, even without their knowledge, marketers have the knowledge necessary to make changes to their content, products, and services in order to improve the overall consumer and commercial experience.

The Future of Digital Marketing

Perhaps even more important than keeping up to date with current marketing trends is keeping up with the future of digital marketing. If you and your company can forecast the future now, you’ll have an easier time assimilating when it happens.

Wearable Technologies

When they were first introduced, wearable technologies didn’t seem like they would be successful. Now, however, it seems that they are one of the most important commodities to watch in digital marketing.  

“As a digital marketing professional or business owner, you’re going to need to stay up to date and flexible,” says Anna Johansson, a featured writer on ImediaConnection. “Nobody can predict how fast these [wearable] technologies will be adopted, or how great an impact wearable devices will have.”

As the technology continues to progress, it’s extremely important for digital marketers to be prepared to market towards wearable technology, which will require even more optimisation and quick thinking than the shift to mobile devices. 

Faster Everything

Studies show that the average page-load speed for retail websites today is seven seconds, which is four seconds above the ideal speed. The future shows a dire need for faster loading times in order to stay ahead of the competition. The difference is costing retailers billions. As a result, faster loading times are becoming a necessity.

Furthermore, there is a greater need for faster turnaround and immediate service in commercial business. Because of the convenience technology creates in every field, consumers are no longer willing to wait for their goods and services. If you don’t have the lightening-quick speed they want, they’ll go somewhere else.

Global Reach

Scientists and big businesses are currently working to create low-flying satellites that will bring fast, affordable broadband to even third-world countries. This means that your marketing strategy will need to reach an even further audience to accommodate the vast number of people your products and services could reach. As a result, you’ll need to come up with a separate, but equal marketing strategy to reach each individual audiences around the world.

Cultural Outreach

Because technology will soon reach around the globe, it’s integral for you to have a solid understanding of different cultures. This goes beyond learning to speak the language. It encompasses a need to understand, maybe even live among a variety of cultures, and learn their customs, religions, social views, economics, and more.

Once you understand the culture, you’ll be able to craft a marketing plan for each audience. Don’t wait to start learning about this one. Global reach will happen, and the time to act is now if you want to be ahead of the game when it comes to marketing.   

Larger Focus on Marketing

 A study performed earlier this year estimates that companies will be increasing their marketing budgets by an average of 80 percent over the next few years in order to keep up with changes. 

This is great news for marketing departments who now have the ability to hire top talent. A budget increase will make it possible to reduce marketing employee turnover and improve overall strategies. If you want to keep up with your competitors, it might be a good idea to take a look at your marketing budget and determine if a raise is in order.  

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