11 Key MarTech Trends for 2022-2025 Flashcards
- New Influencer Marketing Platforms Enter The Marketplace
- Search growth for the term “influencer marketing” is up 290% in 5 years
- 65% of businesses plan to increase their influencer marketing budget
Despite influencer marketing being “the next big thing” in digital marketing…
it remains a very labor-intensive process to pull off
For influencer marketing to work, a brand needs to:
- Find influencers in their space.
- Filter out those with a minimum (or maximum) number of followers.
- Reach out one-by-one via email or DM.
- Negotiate rates and terms.
- Track the results.
Influencer Marketing Platforms
These platforms attempt to take a lot of the legwork out of finding and contacting influencers.
Ex: Sparktoro or Upfluence
Search growth for “Upfluence” has increased by 333% in 5 years.
- Chatbots Continue To See Growth
Searches for “chatbot” have increased by 1,116% in the last decade.
And largely for good reason: a number of chatbot companies are growing rapidly.
ManyChat
ManyChat is one of many fast-growing chatbot startups.
ManyChat has raised over $23 million to date.
And recently acquired customer attribution tool, Converlytics.
While most chatbots are associated with complicated machine learning/AI capabilities…
there’s also demand for simple chatbot tools.
Landbot
“accessible chatbot” tool
Google searches for “Landbot” have increased by 1,566% over the last 5 years.
Relatively simple decision-tree system - chatbot is more “intuitive” than its AI-focused competitors
- Increased Demand For Social Media Scheduling Tools
Many social media scheduling tools are growing (in terms of users and revenue) super quickly.
And like many SaaS products, these tools can have potentially high-profit margins.
To be clear: this space isn’t new.
What’s new is that this new batch of scheduling tools has advanced features (like the ability to automatically recycle previous posts).
Many of the brands in this space are geared towards agencies and pros.
- Podcast Tech Takes Off
33% of American adults listen to podcasts on a regular
Search growth for “podcast hosting” is below its all-time peak but is still relatively high.
(Anchor.fm)
A podcast needs more than hosting to function..
A professional podcast also needs a high-quality microphone, editing software and more
Blue Microphone USB Mic has taken off
(Descript)
- New Software Makes Video More Accessible
Businesses cite expense and lack of time as their two main obstacles for creating video content
Marketers and CMOs increasingly want to get into video. But technical barriers tend to prevent these campaigns from taking shape.
Artgrid
Artgrid is a library of tens of thousands of stock video clips that can be used for YouTube videos, Facebook ads, or social video campaigns.
Youtube
YouTube itself is attempting to lower the bar for creating professional videos
recently-expanded YouTube Studio has a fairly robust video editing platform
Viddyoze
focus more on stock animations vs real-life footage (designed for creating social media content)
Viddyoze also has editing features built into the platform.
Which, again, is designed to make video creation a bit more accessible.
In this case, by making it so users don’t need to learn how to use a separate piece of video editing software (like Adobe After Effects).
- Email Marketing Software Makes A Comeback
Growing largely due to the growing number of niche email service providers entering the market (these providers focus on one key feature - like a newsletter design or simplicity)
Substack
separates itself from the Mailchimps of the world by focusing on a relatively niche use-case: people that have a list of paid newsletter subscribers
Instead of charging a monthly fee, Substack takes a cut of revenue from each customer
users can get started for free. And the platform takes care of sending, billing and other tasks required to run a paid newsletter
Mailbrew
essential “Twitter (and everything else) over email”
Users pay $5 per month to receive the top tweets from people they follow.
But they get all of this content in email newsletter format.
You can also receive the latest YouTube videos from specific channels
personalized to your specific needs in terms of frequency and format.
SendFox
a traditional ESP that focused on content creators (like YouTubers) who often neglect email promotion.
Over the next decade, content creators will likely consolidate their audiences on a property they own: email.
We’re even seeing specialized email service tools moving to…
the forefront in the paid advertising space too
Paved
bring Facebook-level demographic targeting and automation to email
a marketplace that connects newsletters and advertisers
- Ad Campaign Automation Becomes The Norm
things like automated bidding and programmatic ads mean that certain aspects of running an ad campaign can be handled with AI
To be clear: a human still needs to manage the campaign and to develop ad creatives, write copy and calculate ROI.
But a good chunk of ad management, from split testing to finding the right target audience on Facebook, is becoming automated.
- Brands Double Down On Personalization
Personalization is the #1 way that marketers improve their email marketing performance.
That’s because, when done right, personalization can dramatically improve the customer experience. Increase conversions.
ConvertKit
Number of basic personalization option
But its price point, branding and ease of use make it clear that ConvertKit is geared towards single-person businesses over enterprise customers.
