As more marketers begin to leverage emerging marketing technology (martech), new research suggests that some types are experiencing more growth and adoption than others.
Chief Martec recently published “The State of Martech 2022” report, and statistics indicated that over the past two years, management martech has experienced more growth than any other type. This was followed by content and experience, commerce and sales, and social and relationships martech. However, it is worth noting that every category of martech has grown over the last two years, in general.
“The growth in management tools is likely a result of marketing teams operating their day-to-day work in an ever more digital fashion — including greater support for remote work,” wrote the researchers behind the report.
Leveraging Artificial Intelligence for Marketing Purposes
Artificial intelligence (AI) is one type of martech that marketers continue to invest in, and previous research suggests that many are doing so to personalize the customer experience.
Persado and Coresight Research collaborated to conduct the “AI-Powered Language: A New Era of Enhanced Customer Engagement” report, and statistics indicated that most marketers (53.9%) are already using AI to provide a more personalized customer experience. Nearly 38.8% claimed that they intend to eventually leverage AI to do the same.
“AI automates simple, repeatable tasks and expedites pattern recognition, which helps businesses improve their marketing initiatives and provide the right offer to the right person at the right time in the right channel,” wrote the authors of the report.