As 2022 comes to an end, marketing leaders are having a firm grip on new Adtech and MarTech trends that are set to shape 2023. While many marketing principles remain the same each year, the tools and tactics to achieve marketing success evolve over time. The platforms which were once commonplace for marketing have now been replaced with new-age tech channels that play a critical role in business marketing functions. 

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Looking ahead to the next year, the advertising industry is expected to undergo a significant shift with the advancement of AI technology. Tech-led tools are set to revolutionize the way creative agencies function, streamlining and automating certain tasks related to content creation. These AI-powered platforms use machine learning algorithms to generate original text, design assets, and even video content, allowing agencies to produce high-quality materials at a faster pace. While these tools are not meant to replace human creatives, they can assist with tasks such as copywriting and concept generation, freeing up time for more strategic and high-level work.

Talking about the upsurge in MarTech activities, Amit Dhawan, Partner & CEO of Art-E, said, "The advertising industry has seen a steady increase in spending in the past year, a trend that has been amplified by the attention drawn to major sporting events such as the FIFA and ICC T20 World Cups. MarTech, the intersection of marketing and technology, has also seen a significant uptick in activity and there has been a significant chatter around it."

There has also been a rise in direct-to-consumer (D2C) brands and corresponding advertising spending, he said. 

"These D2C brands often bypass traditional retail channels and sell their products directly to consumers through their own websites or online marketplaces. This model has become increasingly popular in recent years, as it allows brands to have more control over their pricing, distribution, and customer experience,” he added.

New-age technologies have proven to solve a myriad of problems and complexities for marketing professionals. It has brought enormous transformation in how organisations balance engagement, automation and human interaction with scalability agenda. 

"Overall, the advertising industry is continuously evolving as brands seek new ways to reach and engage with their audiences. With the integration of AI technology and the growing popularity of D2C brands, the coming year is sure to bring exciting developments and new opportunities for marketers," he said.

Present-day marketing professionals do not believe in cookie-cutter tools or teams to execute marketing campaigns. With the onset of the Covid-19 pandemic, the accelerated digitalization of marketing has resulted in the exponential use of MarTech tools.

Several changes have come to the structure of teams and other marketing stints to bring success to the organization.

According to recent survey findings – over 75 per cent of marketers say their marketing technology initiatives directly affect sales.

Additionally, more successful startups invest more than 25 per cent of their marketing budget in deploying MarTech. 

Commenting on marketing digitalization, Shashank Sharma, Co-Founder & CEO of Expedify said, “We have observed how 'Digital' has become a key channel not just for customer acquisition and engagement but also for conversion and retention. As India’s digital economy fortifies, the assimilation of marketing and technology better known as MarTech is also anticipated to witness robust growth."

MarTech is seen to be playing a much more significant role in Data Integration and analytics along with automating processes for increasing marketing productivity.

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