Blog / Leadership & Transformation

MarTech Trends You Need to Know in 2020

In today's post, Marilia Dimitriou from email marketing platform Moosend gives an overview how new technolodies are rewriting some marketing practices. Read about the MarTech trends you shouldn't miss out on in 2020. In the past few years, technology has changed the way we work, simplifying tedious tasks, saving valuable time and increasing our productivity. Digital marketing is no exception. As technology evolves, marketing technology or MarTech has seen a huge rise, favored by every business regardless of size and revenue. Leveraging powerful tools allows companies to achieve more and reach their goals faster than ever. If you take a look at the available software out there, you’ll come across a variety of options focusing on improving different aspects of a company.Compared to 2011, MarTech has grown significantly with the number of solutions reaching 7.040 in 2019. As consumer behavior shifts, businesses need to adapt to the new reality adopting different strategies to meet their needs. To do so, you need to get yourself familiar with some of the latest MarTech trends that will shape the new decade.Businesses have always harnessed the power of technology to achieve their marketing goals. One of these goals is how to deliver more personalized messages to their audiences to get them to take any action that will result in conversions. To personalize the customer experience, marketing automation has enabled companies to segment their audiences and divide them into groups with similar interests and preferences. By combining AI with customer data, businesses can automate their processes, predict customer needs, and improve decision making. As the need for marketing automation grows, more and more businesses invest in the right tools to target customers with relevant content. Most free email marketing services out there already allow their users to leverage data and create amazing workflows that will deliver the right message to the right person. With hyper-personalization becoming more relevant than ever, businesses will leverage automation even more to curate better content, build more relationships and achieve higher ROI.The success of a business doesn’t only rely on the number of customers or sales. If your customers are the lifeblood of your company, then your teams are the gears that will help it function properly. The better your departments collaborate with each other, the more productive and efficient they will be. AI has contributed to the creation of various collaboration tools meant to improve project management, internal communications, and productivity. Using such software has offered employees the chance to automate tasks and increase interaction. For instance, through video conferencing software, marketers can communicate with their teammates regardless of location making meetings smarter and more efficient. What’s more, using marketing technology for internal collaboration has begun to break down the organizational silo that prevents companies from promoting cross-departmental collaborations and delivering amazing user experiences. Investing in tools that will minimize the silo effect and, ultimately, break it down is possible through AI-driven collaboration solutions. For instance, cognitive collaboration software and content collaboration tools will give businesses the opportunity to reduce friction points, improve efficiency and inspire teams to achieve more. With 72% of business leaders believing that AI will give them a critical advantage, AI-driven collaboration software is and will be more relevant than ever in 2020.The way businesses use videos has changed a lot in the past few years. If you look around, you’ll see that the majority of companies have a video content strategy that powerups their social media and email marketing efforts. According to statistics, 84% of people report that watching a brand’s video has convinced them to buy a product or a service, with 66% preferring short videos with pleasant voiceovers. The need for monitoring video marketing performance has given rise to new emerging technologies that gave video analytics a huge boost. More specifically, video analytics have shot up from 858 million in 2025 to almost 2 billion in 2019. This rise shows that technologies that are connected to user experience and marketing will grow faster, giving marketers more tools to attract and convert their audience.To achieve growth, businesses need to use a range of tools to achieve their goals. These tools, though, will not always integrate with each other, reducing your efficiency. Technologies that integrate will help you scale your business and help you collect data, perform tasks and keep everything in check a lot faster.However, the lack of powerful integrations is one of the most crucial issues that businesses have to deal with when choosing various tools. For instance, 51% of marketers who have adopted an omnichannel marketing approach, identify non-integrated platforms as one of their biggest obstacles. The rapid need for integrated software has slowly led to more integrations between tools. But that’s only the beginning. As marketing evolves, businesses will no longer ask for integrations but demand them. This will lead to new software integrations and collaborations between various tools that will aim at increasing performance and simplifying complex marketing processes.Marketing technology today focuses on providing instant solutions to common problems. However, using technology will not only give you the opportunity to automate tedious tasks but it will also help you increase your reach, engage with your customers and boost your growth beyond measure. So, if you want to keep up with MarTech trends, get yourself acquainted with some of the most important digital marketing technology that will shape 2020 and beyond.

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Marilia Dimitriou Creative Writer at Moosend


Zigurat Global Institute of Technology