A study conducted by global affiliate platform www.Awin.com, in which 250 senior marketers and business owners from medium or large MarTech companies were asked their opinions in 2021 so far.
Overall, 81% respondents said that they have been more or less impacted by iOS14 or updates around tracking their social media advertising campaigns over the past year. The “opt-out” privacy feature installed in the iOS 14 update has reduced advertisers' ability to personalize and retarget social campaigns.
One of the recent highlights is the impact the iOS 15 update has had on the industry, despite only launching in September 2021. 73% senior marketers involved in the study agree that they have noticed a surprisingly high increase in email open rates thanks to the update.
The update allows users to enable 'mail activity protection', whereby Apple automatically loads images and CSS, making it appear as if the email has been opened.
More than half (55%) of marketers who have noticed inflation in open rates stated that they have completely abandoned “click-through rate” and “conversion” metrics. 28% senior marketers also announced that they switched to a subscription model shortly after the software release, saying that customer retention was the 'only way' to get the information they required.
Along with the impact the changes have on the industry through 2021, senior marketers were also asked their thoughts on the trends that prevail in 2022.
Some of the most popular trends are:
VR: 65% senior marketers predict this as a trend for 2022
For example, there are already a number of apps that let consumers see how an item might look in their home, or apps that let users scan the Internet for deals on their favorite shoes. they are just by a photo.
Chatbots will be able to handle more complex problems: 22% senior marketers predict this as a trend for 2022
It's likely that next year, users could see chatbots being trusted with payments, becoming fully voice-controlled and improving their emotional intelligence.
Growing demand for Marketing Architect roles: 15% senior marketer predicts this as a trend for 2022
Although slow to gain acceptance by some companies, the number of Marketing Architect roles will increase with increasing demand from companies attempting to navigate some of the trends above such as term.
Original post: https://www.businessleader.co.uk/what-does-the-future-hold-for-the-martech-sector/
Translator: Phan Hoang Bach
