Our knowledge center

Keep up-to-date with the latest digital insights and resources.

  • Adobe Analytics
  • Martech
  • Personalisation
  • Resourcing

The MarTech Playground: Top Trends for 2024 and Beyond!

28 Jul 2023

1. Introduction

After 2020, we feel like we have entered a new age along with a new decade. With technology connecting us globally like never before, there have been vast advancements in just three years. As we are in 2023, it’s important for us to stay up-to-date with the latest trends in order to efficiently navigate the martech world. From the rise of AI technologies to personalised customer experiences and the growing momentum of analytics, we will delve into the key trends that MarTech companies need to lookout for. So, let’s dive in and explore the exciting world of MarTech!

2. Using artificial intelligence for enhanced customer experience

For years, artificial intelligence has been a buzzword in the MarTech business, but in 2023, we will witness a change towards employing AI to improve the customer experience. While AI has been used in the back end for tasks such as automation and analytics, its potential for increasing consumer experiences is increasingly becoming mainstream. Businesses may now use AI-powered chatbots and other digital assistants to understand and answer to client questions in a more natural and customised manner.

Also, speech and facial recognition technologies are emerging as important tools for enhancing the sales experience. Businesses can modify how they communicate to better suit client needs and preferences by assessing client feedback and emotions using these technologies. Further, as machine learning advances, AI-based optimisation will guide clients to conversions by personalising their journey while protecting their privacy.

3. Could Data is personalisation's new best companion

Cloud data warehouses are reshaping the MarTech industry by allowing businesses to easily gather, analyse, and conquer mountains of data. In 2023, the emphasis has shifted to interactive components that personalise experiences. Businesses can tap into the possibility of customisation at scale by integrating customer relationship management systems, customer data platforms (CDPs), and other marketing technologies to data warehouses.

The ability to seamlessly integrate consumer and content data offers up new possibilities for providing customised, real-time experiences. This thorough approach enables businesses to maximise the value of their data by providing highly targeted interaction and optimising customer journeys. Cloud data warehouses will be crucial in allowing MarTech businesses to provide customised experiences that increase customer satisfaction and loyalty.

4. Data-driven insights and analytics platforms are on the rise

Data-driven insights and analytics platforms are expected to be a major development in 2023. This technology is increasingly becoming a must-have for any modern business as it it has the ability to deliver essential data into customer behaviour and assist businesses in making better decisions that will drive conversions.

Analytics platforms enable businesses to detect patterns and trends in their consumer data, providing them a competitive advantage. We can gain better knowledge of our customers by combining customer data with other sources of information such as social media, market research, and customer feedback and this data may then be used to create strategies that are specific to our target audience.

Data-driven insights provide businesses with the ability to measure the success of campaigns in real-time, giving them an immediate understanding of whether a marketing campaign is resonating with the audience. This feedback allows us to quickly goals and strategies, ensuring they are always on point. As we become increasingly reliant on data for decision-making, these platforms will become more popular and widespread.

5. "Productisation" - a new way to sell marketing

Productising marketing is creating marketing strategy that involves converting automated tasks into sellable products. AI tech enable marketers to create specialised content on a large scale, reducing the time it takes to develop blog posts, landing pages, email newsletters, and other types of marketing material. This technique allows businesses to concentrate on crucial tasks while providing customers with personalised experiences.

This may help businesses generate additional income and enhance productivity. Marketers may free up time for strategic efforts such as delivering highly targeted and relevant information to clients by automating repetitive operations. Productising marketing allows businesses to develop scalable solutions that can be readily copied and deployed across many campaigns and platforms, resulting in consistent message and better customer experiences.

6. Data governance and security are the main thing

With the changing data gathering landscape and big players like Google discontinuing support for third-party cookies, data governance and security are becoming increasingly crucial for MarTech organisations. To ensure privacy compliance and create personalised experiences in 2023, organisations will need to rely increasingly on robust zero- and first-party data strategies. It will be critical to properly manage first-party data and encourage customers to submit valuable zero-party data. Companies will also need to navigate the new second-party data market paradigm as both buyers and sellers.

As a result, new solutions such as data clean rooms, data networks, and data exchanges are gaining popularity. These solutions require robust data masking, encryption, and secure transfer practices to protect customer data. Strong data governance processes will be essential to avoid the consequences of mishandled customer data, as seen in high-profile cases like Amazon’s GDPR violation.

7. Emerging technologies to watch

In addition to these five key trends, there are several emerging technologies that MarTech companies should keep an eye on in 2023. While these technologies may not reach maturity this year, they have the potential to shape the future of MarTech:

  • Conversational AI: Chatbots and virtual assistants powered by conversational AI are becoming more sophisticated, enabling businesses to interact with customers in a natural and personalised way.
  • Generative AI Shopping: Google recently introduced generative AI technology that displays clothing from various brands on models, allowing virtual “try-ons.” Additionally, guided refinements help shoppers fine-tune products using inputs like colour, style, and pattern, allowing them to find the perfect piece.
  • Big Data: Advancements in big data analytics will continue to revolutionise the way we collect data, analyse, and utilise data, enabling more targeted and effective marketing strategies.
  • Voice Search Optimisation: As voice assistants like Alexa, Siri and Cortana have become increasingly popular, optimising content for voice search queries will be essential for businesses to ensure their products and services are discoverable.
  • No-code Platforms: No-code tools are empowering marketers with limited technical expertise to build apps, experiences, and automations without writing code, increasing their productivity and efficiency.
  • AI Art Generation: AI-powered platforms that can generate unique artwork based on language prompts present exciting opportunities for creative marketing campaigns and storytelling.


To flourish in the ever-changing marketing landscape in 2023, MarTech businesses must stay up with the newest trends and technologies. Brands can differentiate themselves and promote innovation through implementing AI, data governance, and productising marketing. Cloud data and emerging technologies can potentially provide a competitive advantage to MarTech businesses.

Be curious, keep learning, and be ready to embrace the future of MarTech in 2023 and beyond!