The Future of Marketing and AdTech

AI in Marketing (Source: Smart Insights)

Think about it for a minute. How do you think the future of Marketing and Advertising Technology will look? 

If you’re thinking artificial intelligence, you’re on the right track. But it’s not just that. There are a lot of factors to consider when it comes to the future of marketing and AdTech.

Let’s dive in. 

As we put 2021 well behind us, we can see that there have been significant changes to how marketing and AdTech work. The global pandemic that affected small or big businesses pushed them to a digital transformation like no other. 

Let’s look at trends that’ll shape the future of marketing (we’ll cover AdTech later on).

The Future of Marketing

We’re seeing the change in three primary areas: data, automation, and customer experience. These three areas, combined with changes in work dynamics like remote work, conscious consumers, and artificial intelligence, make the future of marketing even brighter.

The Working Nomad

Working from home is increasingly becoming the norm for a considerable population. And eventually, working from home became working from anywhere. People decided to go out of their way to work in areas that bring them comfort, new scenery, and ease. Some had the option to book hotels, beach resorts, or even cabins – as long as there was a strong internet connection. 

Companies have also worked their way to deploy this arrangement or at least support it. In light of this new notion, a new identity has emerged: The Working Nomad. This new persona craves extended vacations. 

The Conscious Consumer

Another persona that is not so new is the conscious consumer. Conscious consumers are shoppers who aim to make ethical and environmentally friendly decisions. These health-focused individuals will go out of their way to pay extra for products and services created sustainably and ethically. 

This persona supports small businesses and local brands and chooses to buy products known for their quality.

The Power of AI

AI in Marketing (Source: Smart Insights)
AI in Marketing – Source: Smart Insights

Artificial intelligence (AI) in marketing is common in situations where time is of the essence. AI systems employ data and consumer profiles to learn how to engage with customers effectively. It aims to provide customized messages at a set time without the intervention of marketing team personnel, assuring optimal efficiency.’

Take a deeper look: Smart Insights has a wonderful study of Artificial Intelligence in Marketing

The Importance of Data

Data has always been important to marketing. But now, with the rise of artificial intelligence, data is more critical than ever. Marketing teams are using data to automate tasks, personalize experiences, and measure results like never before. AI systems employ data and consumer profiles to learn how to engage with customers effectively. It aims to provide customized messages at a set time without the intervention of marketing team personnel, assuring optimal efficiency.

Changing the Game with Automation

Automation is another big area of change. With the help of artificial intelligence, marketing tasks that were once manual (like segmenting audiences and creating reports) can now be done automatically. Automation frees up time for marketers to focus on strategic tasks that require human intervention.

Customer Experience is the Key

Finally, customer experience is becoming more important than ever. In a world where customers have endless choices, it’s critical that businesses provide a seamless, personalized experience at every touchpoint.

How About the Future of Advertising Technology?

Advertising Technology (AdTech) is a range of software and tools brands, and agencies use to strategize, set up, and manage their digital advertising activities.

And its future lies in the technology that comes along with it. We’ve been seeing it today; engaging photos, videos with profound storytelling, and virtual technology with personalized targeting are what’s working. It leads to high customer engagement. 

So, what trends should we watch out for in Advertising Technology?

Personalized Advertising

Advertising will remain the same but more personalized and futuristic. The one-size-fits-all approach will eventually diminish. It will be replaced with smaller, personalized ads with a bigger budget. Advertisers are moving away from traditional advertising channels like television and print and towards digital channels like social media, search, and programmatic display. This approach aims to create an enticing, targeted experience that pushes for better sales and engagement.

On the other hand, privacy concerns lead many consumers to opt-out of targeted advertising altogether. Ad blockers are challenging AdTech companies to find new ways to reach consumers.

AI-Produced Information

Just like in marketing, artificial intelligence has also made its way into advertising technology. We can now use AI to check user data to create a more cohesive pattern that advertisers can use. It will be able to forecast user behavior to a greater extent than a user may have consented to by looking for patterns in scraps of user data.

Artificial intelligence also automates ad buying and optimization tasks to make programmatic advertising more sophisticated.

Takeaways

Human creativity seems to have no limits, but in an ever-evolving world, it is always best to know the top trends that have the power to change the future. 

So what does all this mean for the future of marketing and AdTech?

The industry is moving towards a more data-driven, automated, and customer-centric approach. And that’s not a bad thing. This shift allows marketers to focus on what they do best: creating unique experiences for their customers.

So how does the future of Marketing and AdTech look? It’s data-driven, automated, and focused on the customer experience – and we think that’s a pretty bright future. What do you think will make a significant change in marketing and AdTech? Let us know by commenting below!

Related Articles

MediaTech Ventures’ Community Spotlight Ep.09 – Ted Cohen

Meet the “Digital Godfather of The Music Industry” himself, Mr. Ted Cohen.

Ted has always found himself in the right place at the right time, and this rings true throughout his career to date. Some of his first live music experiences was the Rollingstones and Beatles first shows in America, at the age of 14. He was so enamored by the entertainment industry, in high school he managed his friend Eric Carmen who wrote “All by Myself”.

37 Min read

MediaTech Ventures’ Community Spotlight Ep.06 – Workscape Designs

It’s one thing to be a professional in a given industry and show up to an office or work from home, and do the best you can everyday. It’s another thing when your job is to design, source, and build work environments that covers the vision of the executive, inspires the client’s team to do their best and love where they ‘go to’ work, with the expectation to bring the ideal workscape to life.

21 Min read

Comments on The Future of Marketing and AdTech

  • andy lee1

    Personalized Advertising might get different approaches due to privacy concerns. Even Google postponed cookie-cutting to 2024, again(https://www.cnbc.com/2022/07/27/google-delays-cookie-cutting-to-2024.html). Actually this would impact 3rd party data most, and data exchange would be not that easy, and 1st party data, clients owned data/CRM, would get more important.
    Media paradigm shift also would change the source of data. In the past it’s browsing & keyword search, but users now would do product search/study on Amazon.com/TikTok/Instagram directly, rather than Google/Bing. Thus, the targeting data would get another missing pieces.
    Some good technologies would be also forbidden, eg., Dynamic Pricing for media, a.k.a. dynamic floor price, is kind of fraud to media, even if it’s so doable and good for media; but bad for the buy-side.
    Luckily, in the fragmented, and chaotic media world, there is always a need for leveraging technology. The accumulated skill-sets to use AI can be applied to many aspects.

The Future of Marketing and AdTech

by Candace Clark time to read: 4 min
1