Trend 09
Automation tools
Automation tools
Marketing technology tools that improve the customer experience.
Trend axes
- Martech
- vCards
- Sensing technologies
- Artificial intelligence
Some figures
66%
Of consumers say their appreciation for well-designed technology has grown as a result of the pandemic, according to a global Deloitte survey.
63%
Of consumers say they use digital technologies more than before the pandemic, according to Deloitte’s 2,400 respondents worldwide.
84%
Of marketers already prioritise marketing technology or have a bigger appetite for using it across the company, according to Clevertouch.
77%
Of the senior CMOs surveyed by Clevertouch say they will increase their investment in martech services during 2021.
Strengthening digital commitment
The digital acceleration brought about by the pandemic forces organisations to have technology tools that speed up the development of marketing strategies. In the new normal, customers seem to value companies’ digital commitment, so they face an audience more willing than ever. Agile marketing is not just a beneficial strategy, it is a means of survival, needed to adapt to the extreme uncertainty and volatility companies are experiencing.
In times of crisis, marketers must move from conventional strategic plans, which have become obsolete, to agile product development principles, which offer a more dynamic way to respond to a changing market.
Understanding which technologies to invest in to meet business goals becomes essential to prepare companies for the future. Today’s marketing has broader and more complex performance expectations. Aligning marketing technology investment with brand strategy is essential to stay competitive.
That is why a diverse, adaptable range of tools that make teams’ work easier, keeping their brands operational and profitable amid a fluctuating market, keeps booming. From website-to-video converters, personalised virtual cards and real-time digital instructions to multilingual translations in a native voice. AI-based tools that speed up marketers’ tasks keep growing…
Cases
01 / 04Zorraquino spotlights
- 01
An increasingly digital world requires an agile marketing technology strategy with tools that enable acceleration and optimise the customer experience.
- 02
After the pandemic, customers will keep relying on digital interactions and brands will have to respond to their demands if they do not want to risk becoming irrelevant.
- 03
Technology strategies and a deep understanding of the market’s fluidity and its digital leanings must guide the roadmaps for agile marketing.
Zorraquino playlist
- AutomationGiorgio Moroder · 1972
- ConnectionThe Rolling Stones · 1967
- The RobotsKraftwerk · 1978
More on the trend
References
- The time is right for marketers to leverage relevant digital tools to make agile marketing a reality
- The State of Martech 2020/21 –budget, challenges, and growth.
- Automatic Video Creation From a Web Page
- Minerva Knows
- Introducing people cards: virtual visiting cards on Google Search
- Resemble Localize
- Marketing Technology Survey 2020
- Develop Your Marketing Strategy With an Agile Approach
- Agile Marketing in 4 Steps
Pages 138–152 of the report
