{"id":26095,"date":"2022-12-27T16:34:49","date_gmt":"2022-12-27T16:34:49","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/27\/how-organizations-will-transform-their-martech-stacks-and-digital-experiences-in-the-new-year\/"},"modified":"2022-12-27T16:34:49","modified_gmt":"2022-12-27T16:34:49","slug":"how-organizations-will-transform-their-martech-stacks-and-digital-experiences-in-the-new-year","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/27\/how-organizations-will-transform-their-martech-stacks-and-digital-experiences-in-the-new-year\/","title":{"rendered":"How organizations will transform their martech stacks and digital experiences in the new year"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" alt=\"MarTech's 2023 predictions\" class=\"wp-image-357442\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-600x338.jpg 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-768x432.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-1536x864.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-150x84.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions.jpg 1920w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg\" alt=\"MarTech's 2023 predictions\" class=\"wp-image-357442\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-600x338.jpg 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-768x432.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-1536x864.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-150x84.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions.jpg 1920w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><\/figure>\n<p>Even if marketers thought they\u2019d found the perfect formula in the technology and strategies they used in 2022, they still have to switch it up in the new year, for one major reason. That\u2019s because the customer will change. New tech platforms, devices and trends will generate new behaviors by consumers, and marketers will have to keep up.<\/p>\n<p>Below are some of the top ways that experiences and behaviors will change for consumers in 2023, and what marketers will do to adjust and maintain a competitive edge.<\/p>\n<h2 id=\"h-more-enterprises-will-adopt-composable-infrastructure\">More enterprises will adopt composable infrastructure<\/h2>\n<p>Updating and implementing new technology is a bigger ask for enterprises because of all the people and systems involved in organizations of their size. Look for more enterprises to adopt composable architectures in 2023 to mitigate the costs of digital transformation.<\/p>\n<p>\u201cEnterprises that don\u2019t keep up with the quick changes coming will fall behind,\u201d said Tam Ayers, field CTO, North America for enterprise integration platform as-a-service company Digibee.\u00a0<\/p>\n<p>According to Gartner, organizations that adopt a composable approach in 2022 will <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2021-10-18-gartner-identifies-the-top-strategic-technology-trends-for-2022\" target=\"_blank\" rel=\"noreferrer noopener\">outpace their competition by 80%<\/a> in new feature implementation, Ayers said.<\/p>\n<p>In 2022, digital experience platform (DXP) Sitecore <a href=\"https:\/\/martech.org\/sitecore-adds-new-products-to-its-composable-dxp\/\" target=\"_blank\" rel=\"noreferrer noopener\">expanded its composable offerings<\/a>, which allow organizations <a href=\"https:\/\/martech.org\/cirque-du-soleil-spotlights-its-digital-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">like Cirque du Soleil<\/a> to pick and choose among various digital ecosystems instead of committing to one vendor for all of their digital architecture.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a href=\"https:\/\/martech.org\/marketing-collaboration-and-experimentation-in-action\/?swpmtx=e221f16410c05fecf5d2df48e3c409ce&amp;swpmtxnonce=442877823f\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>Marketing collaboration and experimentation in action<\/em><\/strong><\/a><\/p>\n<p>\u201cAs adoption of composable infrastructure grows, we will see a shift towards a more centralized IT model,\u201d said Ayers. \u201cWhile IT won\u2019t disappear, the old system will change. Instead, more responsibility will rest within the business where we\u2019ll see the hiring of technical people, developers, and others who support and embrace the new approach.\u201d<\/p>\n<h2>AI will be used to improve discovery in more mobile experiences<\/h2>\n<p>Consumers are back out in droves looking to shop in-person but to look things up on their phones while doing it. Digital touchpoints were the only connection that retailers had with their customers during pandemic lockdowns. Now, consumers take those connections around with them wherever they go.<\/p>\n<p>This makes mobile experiences more important than ever for retailers, even if their in-store foot traffic has rebounded. One of the most important tasks mobile touchpoints have is to recommend products and next best actions. They help consumers discover things.<\/p>\n<p>The challenge is that everybody has different interests, so the surfacing of new products and messages has to be tailored to the individual. Retailers will be deploying more AI in these experiences to be smarter about their users\u2019 interests at scale.<\/p>\n<p>\u201cThe ability to explore, discover and find the right fit can turn consumers into loyalists very quickly, so brands will be expected to keep AI for customized customer experience in brick-and-mortar to deliver a better discovery process,\u201d said Richard Jones, CRO for performance marketing company Wunderkind.<\/p>\n<p>AI will also increasingly be used for content marketing. But this will trigger a backlash long-term and a return to content basics.<\/p>\n<p>\u201cGenerative AI will see rapid adoption in 2023, with AI replacing SEO-focused content historically created by human beings,\u201d said Venkat Nagaswamy, CMO at Canadian telecommunications company Mitel. \u201cSo much so, that we will have a content glut in a couple of years, and we will eventually come back to basics, focusing on higher quality but lower volume of content.\u201d<\/p>\n<h2>Consumers will be more price-conscious and commerce will respond<\/h2>\n<p>\u201cA looming economic [downturn] has made consumers price-conscious, leading to frugal behavior and secondhand shopping \u2014 tripling the resale market since 2020,\u201d said Jones. \u201cThis will create new opportunities for up-and-coming resale apps catering to the younger generation.\u201d<\/p>\n<p>Not only will new opportunities open up catering to frugal shoppers, but many brands will pivot their message and focus on price.<\/p>\n<p><strong>\u201c<\/strong>While corporate social responsibility continues to be important to U.S. shoppers, it\u2019s not a top priority as cost concerns grow,\u201d said Laura Connell, consumer trends manager for consumer intelligence company GWI. \u201cBrand blunders, however, continue to show that reduced consumer prioritization doesn\u2019t mean companies are devoid of social responsibility, authenticity and inspiration; rather, brands will adjust how they communicate with consumers.\u201d<\/p>\n<p>She added, \u201cWhile morale is currently low and consumers hold wallets tighter than ever, many will continue to look for a positive distraction. In 2023, we can expect consumers to reprioritize what, when and how much they buy as they look for an escape [from] the world they\u2019re living in, impacting music choices, travel and other behaviors in 2023.\u201d<\/p>\n<p>\u201cLoyal shoppers are trusting brands for cheaper product recommendations and incentives that match their lifestyle and budgets,\u201d said Jones. \u201cHassle-free returns and loyalty programs will be used to keep customers coming back in 2023.\u201d<\/p>\n<h2>Live shopping will come to the forefront of retail marketing strategies<\/h2>\n<p>\u201cWe expect retailers to increasingly prioritize live shopping in the year ahead as it has the potential to be\u202fa major source of revenue,\u201d said Alexander Frolov, cofounder and CEO of paid campaign tracking company HypeAuditor.\u00a0<\/p>\n<p>A buy button or shopping bag icon, <a href=\"https:\/\/martech.org\/sprout-social-taps-into-social-commerce-with-shopify-and-facebook-shops-integrations\/\" target=\"_blank\" rel=\"noreferrer noopener\">when placed near a creator\u2019s video<\/a>, can make any social platform a social commerce play for retailers. These partnerships <a href=\"https:\/\/martech.org\/salesforce-partners-with-tiktok-for-social-commerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">have built up in recent months<\/a> and they will come to a head in the new year.<\/p>\n<p>\u201cAmong the hurdles retailers will face will be the necessity to provide a seamless omnichannel experience and adaptability of traditional retail features on social media platforms,\u201d said Frolov. \u201cTikTok and Instagram do provide good creation tools that retailers can rely on, but they also need to ensure an optimized integration with their own website.\u201d<\/p>\n<h2>Low-code customer experience processes<\/h2>\n<p>We\u2019ve already seen above how enterprises will be using composable infrastructures to transform. This need to adapt quickly will also lead to adopting low-code customer experience (CX) processes.<\/p>\n<p>\u201cNext year, we\u2019ll see an increase in user-friendly, low-code processes and systems to create a seamless customer experience across a myriad of touchpoints and systems. Vendors will embrace industry-standard APIs to allow enterprises to integrate their CX ecosystem connecting internal and external systems painlessly.\u201d<\/p>\n<p>\u201cI think composable technology will be an increasing area of strategic CX investments in the coming year,\u201d said Deanna Ballew, SVP of product at SaaS company Acquia. \u201cIt enables organizations to mix and match components from different sources, which allows them to be more agile while avoiding vendor lock-in. This approach helps marketing teams accomplish more, in partnership with IT teams.\u201d<\/p>\n<p><em><strong>Dig deeper: <\/strong><\/em><a href=\"https:\/\/martech.org\/no-code-tools-are-transforming-marketers-into-makers\/?swpmtx=ff6afb4b832aa0053052768bd24d59ab&amp;swpmtxnonce=b41367e09a\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>No\u2013code tools are transforming marketers into makers<\/em><\/strong><\/a><\/p>\n<p>\u201cConsumers want brands to offer different options to consume content \u2013 such as text, audio and dynamic video,\u201d said Chris Savage, cofounder and CEO of video platform Wista. \u201cIn 2023, marketers will need to focus on diversifying their content distribution to reach wider audiences and boost the customer experience.\u201d<\/p>\n<h2>Email verification and mobile optimization<\/h2>\n<p>\u201cThe new year brings an opportunity for email marketers to lean into tech that can increase the chances of their emails being received and read by their target audiences \u2014 such as email verification tools,\u201d said Kate Nowrouzi, VP of deliverability for Email by Sinch. \u201cThese solutions validate whether the email addresses on your lists are real, and determine the likelihood that the recipient will open marketing emails, based on prior behavior. These tools ensure high deliverability, and save their sender\u2019s reputation by making email lists more strategic.\u201d<\/p>\n<p>She added, \u201cIn 2023, mobile optimization for email will be critical for delivering a seamless, truly omnichannel customer experience. In its simplest form, marketers will want to ensure that their emails render the same on any device \u2014 be that a laptop, an iPhone, an Android, and so on. To take this a step further, leading brands will start to lean into interactive email capabilities for mobile. Enabling appointment booking from directly within an email \u2014 rather than taking the customer to a browser to log into their customer portal \u2014 removes pesky friction from the customer experience, making your call-to-action much more actionable.\u201d<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Chris Wood\" width=\"140\" height=\"140\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/01\/Chris-Wood-1-338x338.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/01\/Chris-Wood-1-338x338.jpg\" alt=\"Chris Wood\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/2023-predictions-how-organizations-will-transform-their-martech-stacks-and-digital-experiences-in-the-new-year\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cwtech4&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cwtech4&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\t\t\tChris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country&#8217;s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on &#8220;innovation theater&#8221; at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/2023-predictions-how-organizations-will-transform-their-martech-stacks-and-digital-experiences-in-the-new-year\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even if marketers thought they\u2019d found the perfect formula in the technology and strategies they used in 2022, they still have to switch it up&#8230;<\/p>\n","protected":false},"author":1,"featured_media":26096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-26095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How organizations will transform their martech stacks and digital experiences in the new year - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2022\/12\/27\/how-organizations-will-transform-their-martech-stacks-and-digital-experiences-in-the-new-year\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How organizations will transform their martech stacks and digital experiences in the new year - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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