7. Dynamic content creation is a must
According to Lenovo ISG Asia Pacific CMO, Sachin Bhatia, real-time dynamic content creation and presentation will move into deployment cycles by 2022.
The industries that Bhatia expects to dominate this trend in 2022 are e-commerce, entertainment and food technology companies.
8. Hybrid experience management is here to stay
Even as marketers develop digital games, it is clear that a combined strategy for customer experience management persists, continued Xiang Woon.
Lenovo's Bhatia also believes that a clear implementation of mixed marketing use cases will be crucial for B2B marketers in the two years since the global pandemic began.
9. More powerful marketing measurement tools
Accompanying better use of martech is the need for better ways to demonstrate effectiveness. Tecala senior marketing expert, Jemma Healy, says greater insights and powerful reporting tools as the importance of ROMI and marketing accountability become more pervasive is increasing. advance the mission to ensure systems are not only better integrated by 2022, but also provide better performance measurement and reporting.
Woon agrees that building a complete set of marketing metrics that incorporate new ways to monitor and drive marketing performance should become standard process.
10. Emphasis on enhanced integration and deployment
Full Circle's Crater identifies the consolidation of the technology stack as a further outcome from the desire to achieve better and more streamlined measurement.
Likewise, the Security Center's director of marketing and sales operations, Jill Taylor, says an effective martech implementation is a must for marketing functions.
11. Optimized, more automated customer view on the go
ActiveCampaign's APAC regional marketing director, Natalie Ng, says many marketers have struggled to orchestrate effective, real-time customer experiences due to their inability to connect behavior with individual customers and Real-time customer engagement visibility is limited.
It is said that it cannot come soon. According to Forrester Research, three-quarters of personalized engagement strategies are expected to fall short of their ROI goals by 2022.
12. AI overcomes the barrier of human trust
Driving all of this is artificial intelligence (AI). SugarCRM's product manager, Rich Green, is confident that AI will finally overcome the human trust barrier by 2022.
SugarCRM highlights several application areas of AI in sales-marketing-service in the coming year: Analysis of lead quality and conversion probability; improve the effectiveness of the campaign, especially in terms of attribution and adjustment; churn analysis; psychoanalytic pipeline forecasting and analysis for situational handling and next best actions; abnormal detection; and conversational AI.
One example Green points out is that a business development rep can manually go through a list of 1200 leads or use AI to help create the ideal customer profile to prioritize contacts. before. Green also shows that AI is more active in detecting and adding solid data to an organization's CRM.
Original post: 12 martech trends to watch in 2022 – CMO Australia
Translated by: Phan Cong Duy
