Emerging Technologies in Marketing: Top Trends for 2024 with AI, Automation, and Personalization

Illustration of Marketing Analytics with graphs and a laptop

What drives us to talk about marketing technologies? ensun aims to speed up global business progress. Our web crawlers gather data, and our text-based algorithms organize it systematically. By combining our internal data with external sources, we offer insights into the latest technologies and spotlight the top innovators behind them.

For this report, we've analyzed over 3.091+ relevant companies for marketing technologies.

But what is marketing technology (martech) defined as? The website MarTech.org defines it as a “technology employed in the service of marketing. Martech is used to create, execute, manage, orchestrate, and measure the performance of online and offline content, campaigns and experiences.

It is difficult to imagine marketing that is not technology-powered. So, with no discernible separation between campaigns and the tools used to execute them, concluding that ‘martech is marketing’ isn’t a stretch.”

With this in mind, let’s dive into forecasted developments for marketing technologies.

Forecasted Developments for Marketing Tech

Marketing automation is gaining momentum, with Statista predicting that industry revenue will reach $8.23 billion in 2024, climbing to over $21 billion by 2032. This growth reflects the rising adoption of AI and automation in marketing. However, despite this rapid expansion, a marketing report by SEMrush suggests that roughly 31% of marketers are uncertain about how to use AI in their content marketing approaches. Showing the importance of businesses investing in AI education and training to fully leverage the surging possibilities of marketing automation.

This focus on automation becomes more apparent when considering its impact on business outcomes. According to Salesforce, 97% of marketers witnessed an improvement in those outcomes due to personalization. By combining AI and automatization, companies can personalize marketing efforts and automate manual tasks, enabling them to better engage with customers. This approach not only boosts customer loyalty but also helps marketers to concentrate on creativity and strategy instead of repetitive work.

In fact, a study by Kibo Commerce found that 70% of companies that implemented advanced personalization experienced an ROI of 200% or more. This high return on investment highlights the direct link between personalized marketing and business success. AI-driven insights into customer behavior help create highly targeted campaigns, ultimately leading to increased customer engagement and loyalty.

A report from Intuit Mailchimp in Harvard Business Review underscores these benefits, noting how AI and automation can help businesses scale personalization and creativity in marketing. This report also discusses examples of companies that have effectively leveraged AI. Jopwell, a career advancement platform, uses AI to automatically organize and segment audience data, achieving a nearly 30% email open rate, which is significantly higher than the industry average. MovingWaldo, a digital concierge service, employs AI to manage interactions in French and English, enabling tailored messaging through automated A/B testing.

The rising adoption of AI and automation in marketing presents businesses with new opportunities for efficiency and accelerated growth. These technologies boost customer engagement and lead to improved business outcomes, resulting in greater returns on investment. This trend also suggests positive economic impacts, with industry revenue growth and the potential for new technology-related jobs. For consumers, AI-driven marketing means more personalized and relevant experiences, enhancing their satisfaction and interactions with brands.

Latest Marketing Technologies and their Top Innovators

Since innovation drives economic growth, let's explore some cutting-edge advancements gaining traction within industries but not yet widely recognized by the public. We'll delve into these exciting trends and highlight the leading companies at the forefront of each technological wave.

So, let's take a closer look at very promising technological trends. 

Customer Journey Mapping

Customer journey mapping involves visually representing the processes, needs, and perceptions of customers throughout their interactions with an organization. It reveals the steps customers take, both visible and invisible, when engaging with a business. This helps businesses understand their customers' experiences, identify pain points, and uncover opportunities for improvement to enhance customer satisfaction.

Typically, the journey map consists of five broad stages: Awareness, Consideration, Decision, Retention, and Advocacy. Each stage shows various interactions between the customer and the business, tracking how prospects become paying customers and beyond. This comprehensive overview allows businesses to adapt their strategies to meet customer needs at every touchpoint, fostering stronger relationships and driving long-term loyalty.

Top Innovators

  • Coefficient Marketing is a team of experts in product marketing strategy, revenue generation, and scalable processes. They specialize in supporting the full buyer journey for businesses.
  • AGENTE is a leading developer of web and mobile products, renowned for creating user-friendly interfaces and innovative design concepts. They prioritize a deep understanding of client needs to deliver AI-powered solutions that exceed expectations.
  • Kindred Strategy is a digital marketing consultancy that partners with experts to deliver human-centered content and integrated solutions, focusing on data-driven decision-making and engaging campaigns.

Digital Marketing Software

Digital marketing software refers to a suite of platforms designed to aid in the planning, creation, execution, and tracking of marketing campaigns. They streamline processes, automate customer communication, collect market data, and facilitate the coordination of marketing activities. By utilizing digital marketing software, businesses can effectively manage their online presence, target specific audiences, and optimize their marketing efforts for better results.

Various tools are encompassed for digital marketing that play a crucial role in enabling marketers to analyze data, target potential customers, plan campaigns, and assess performance. Those provide valuable insights into customer behavior, competitor analysis, keyword research, and campaign effectiveness, empowering marketers to make informed decisions and drive successful marketing strategies in today's digital landscape.

Top Innovators

  • Ofeasy stands out by offering innovative digital marketing and software solutions, focusing on user-friendly design, creativity, and high client satisfaction.
  • WASK.CO revolutionizes campaign management with a SaaS platform that uses smart features to optimize advertising, resulting in significant performance and revenue improvements.
  • Sinorbis is an award-winning software company enabling international marketing teams to engage their audience in Asia efficiently.

Marketing Analytics

Marketing analytics examines data to assess the success of marketing campaigns. Using technology and analytical methods, businesses gain insights into consumer behavior, allowing them to fine-tune strategies and maximize return on investment. A marketing analyst plays a key role by analyzing data to identify trends, measure profitability, and uncover growth opportunities.

Marketing metrics focus on numerical data from daily activities and campaigns, while marketing analytics delves deeper to extract actionable insights. For instance, marketers can track customer engagement, but it's the analysis of these metrics that guides strategic decisions. It's important to note that marketing analytics is distinct from general data analytics, with the former specifically aimed at optimizing marketing efforts while the latter covers a broader range of business needs.

Top Innovators

  • Toumana Consulting stands out by offering personalized, data-driven marketing strategies, customizing solutions to meet clients' unique goals, and optimizing their marketing performance.
  • Polymath Marketing excels in multichannel strategies, leveraging data analytics and innovative technology to help high-growth companies consistently exceed revenue goals.
  • ChannelMix is a marketing analytics platform that offers comprehensive insights through its Marketing Impact Modeling™ (MIM), allowing users to make strategic decisions, accurately predict ROI, and optimize marketing spend.

Text Generation

Text generation involves the creation of new written content by leveraging existing patterns and phrases learned from vast amounts of text data. These models, trained on extensive datasets, employ techniques like recurrent neural networks (RNNs) and transformer models to generate human-like text. This process enables AI systems to produce coherent and meaningful content, mimicking natural human language patterns and styles.

By harnessing the power of text generation, AI systems can autonomously produce various forms of written content, ranging from articles and product descriptions to dialogues for chatbots. Through training on massive text collections, these models can grasp grammar rules, stylistic nuances, and contextual cues to generate text that closely resembles human communication. With its ability to generate content efficiently and effectively, text generation stands as a testament to the advancements made in natural language processing and AI technology, altering marketing strategies with personalized and targeted content creation.

Top Innovators

  • Syllabs specializes in AI-driven text generation, automating the creation of high-quality content. This allows users to focus on higher-value tasks while leveraging the platform's capabilities for text creation.
  • Textmetrics enhances communication through words, focusing on clarity and accessibility for all. They prioritize confidentiality, integrity, and availability of information, aiming to revolutionize writing and its impact on relationships and understanding.
  • Ella Media's AI model, Gaspito, delivers unique and SEO-optimized content to help businesses increase search engine visibility and attract new customers.

The marketing industry is evolving rapidly, with technology at the forefront of innovation. Companies that embrace emerging martech trends can enhance customer engagement and boost ROI. Successful marketing strategies now rely heavily on data-driven insights and automation tools. Staying ahead requires continuous learning and adaptation to the latest technological advancements.

But this is not the only field evolving technologically. Our B2B search engine unveils you suppliers for the exact technology you are looking for – globally and inter-industrial.

Start searching here now.

FAQ about MarTech

Marketing technology, also known as MarTech, encompasses a wide range of software and tools used to plan, execute, analyze, and measure marketing activities. Some main categories include Core Marketing Tools, Analysis and Optimization, Advertising and Promotion.

Marketing technology teams are the tech-savvy wizards behind the scenes. They pick the best marketing tools (CRM, email marketing, etc.), analyze data to optimize campaigns, and automate repetitive tasks, freeing up marketers for strategic thinking. They're the bridge between marketing and technology, ensuring everything runs smoothly and efficiently.

MarTech and AdTech are two sides of the digital marketing coin. MarTech encompasses the tools for the entire marketing journey, from managing leads to analyzing campaigns. AdTech focuses solely on delivering targeted ads through platforms like DSPs (demand-side platforms). While distinct, both rely heavily on data to personalize experiences and optimize results, leading to a growing overlap and a more data-driven approach to marketing.

SEO belongs to MarTech, not AdTech. While AdTech revolves around paid advertising and uses demand-side platforms to deliver targeted ads, SEO focuses on improving a website's ranking in organic search results without direct payment. AdTech aims to maximize clicks through paid campaigns, whereas SEO attracts qualified traffic by enhancing a site's relevance to search engines. This focus on organic growth and optimization aligns SEO with MarTech's broader goals, offering a cost-effective way to drive traffic without relying on paid ads.

No matter what you are looking for. Our scouting intelligence will find the right solution.