4 Trends Shaping the Future of Marketing Technology in 2018

  • 20 July 2017
  • Matthew Mazerolle

Marketing technology has undergone some radical changes over the past decade, and just as “video killed the radio star,” internet is gradually replacing TV as the dominant marketing platform. It’s estimated that roughly 46% of people on earth are connected to the internet. Facebook alone has roughly 1.86 billion users or 14% of earth’s population. The potential is enormous, but we’ll get back to the numbers later.

Marketing tech has undergone so many changes even over the past few years that it can be difficult to imagine what’s next. To help ensure you’re well prepared for what’s coming, I’ve put together a list of 4 marketing tech trends that will continue to shape the industry in 2018 and beyond.        

Mobile Marketing and the Platform Wars

Mobile marketing is king at the moment, I don’t think there’s any disputing that.  As of 2015, 51% of internet users accessed the net through a mobile device as opposed to just 42% via desktop or laptop. Since then, mobile ad spending has grown to represent over 50% of all digital ad spending and according to Marketing Land, that number should reach 72% by 2019.

As shown above, mobile advertising is the dominant digital marketing tool. However, the way we access media on our smartphones or tablets is very different from the way we did on our desktops. Mobile users spend 89% of their media time in an app and just 11% browsing websites. Traditional web ads just won’t cut it in the smartphone age. Marketers will need to find what platforms their targets are using and get ready to meet them there(and the savvy marketers will simply build their own).

The days of digital marketing strategies that hinge on simply casting the “widest net” are gone, it’s time for…        

Ultra-personalization Through Big Data

Marketers have always been at the forefront of the “big data revolution.” According to the Direct Marketing Association, data-driven marketing accounts for 20% of all marketing spending in the US or $1.3 trillion per year. In the era of the attention economy, a marketing strategy that doesn’t have a firm base in data analytics is guaranteed to fail.

The general populace(especially millennials) is becoming increasingly adept at ignoring generic ads and irrelevant content. While there may be more eyes on your digital ads than ever before, most of those eyes aren’t giving your ad a second glance… or a first one for that matter. As mobile marketing becomes more segmented into specific apps and platforms, the need for ultra-personalization will only increase.        

Immersion Through VR/AR

As I mentioned earlier, we are in the era of the attention economy. Between billboards, TV, gaming devices, computers, phones, and tablets, the modern consumer is constantly being subjected to advertisements and other distractions. Any tool that gains your audience’s full, undivided, undistracted attention for even 30 seconds is worth its weight in gold.

What better way to gain someone’s complete attention is there than to pull them into your own little world? New augmented and virtual reality tech like the Oculus Rift or Google Daydream present a unique opportunity to do just that. As the tech progresses and the price drops, VR advertising should experience tremendous growth.  

Community Growth Through Live Streaming

Live streaming was originally used for sporting events and has seen major success in the video game world. However, the potential that live streaming has in marketing is surprisingly untapped. Live streams give viewers across the globe the opportunity to really connect with a business and feel like they’re part of a community. As brands like Harley Davidson and Apple have shown us, a solid community of brand ambassadors is worth more than any advertising campaign.

Like all things tech, marketing technology has been advancing at an exceptional pace in recent years and that growth isn’t expected to slow anytime soon. I hope this article will help you stay ahead of the curve.  


About Matthew Mazerolle

Matthew Mazerolle is a staff writer with Disruptor Daily - and their resident Canadian. When he's not writing about disruptive startups you'll still find him at the computer gaming or catching up on current events.