Martech and Adtech Predictions 2019

15 Jan,2019



Over the years, mobile marketing leader InMobi has been releasing its annual research and predictions on the state of mobile marketing. Here we bring you the executive summary from The InMobi Almanac for Marketers 2019. It delves into the top trends emerging from the consolidation of adtech and martech solutions. The ones that InMobi thinks will define the industry for years to come.


Here goes:

Today, marketing is no longer a one-sided game. The power dynamics have shifted – with the consumer now having more control over what they consume. As consumers seamlessly hop, skip and jump between various digital and offline channels, they leave behind a treasure trove of data in their wake. And with all this data at the marketer’s disposal, marketing can no longer remain a pre-planned agenda but an agile and real-time network.. The industry stands at the cusp of a transformation, and data is at the center of it all.


As pioneers of the mobile advertising platform – we have witnessed the transformation of this industry first-hand. In this year’s report, we share our predictions on what lies ahead for marketers in 2019 and a repository of information that taps into these learnings – all witnessed first-hand by our in-house business leaders, balanced by industry perspectives from renowned thought leaders. It’s a quintessential guide capturing trends and innovations that will shape the global ad tech and martech sector in the coming years.


InMobi Predictions

Owning Customer Experiences Will Be the Future of Marketing

Today, in our connected worlds, marketing efforts without a unified view of the customer is not only unfathomable but equivalent to a crime. The growing focus on customer experience requires a 360-degree view of the customer, which today has been made possible by a combination of factors like the ubiquity of mobile, technological advancements in processing speed and AI, and the proliferation of various tools and platforms that offer solutions to specific needs in the marketing journey. In addition, the recent spate of acquisitions, along with data partnerships in martech, are paving the way for a more hopeful future. It is time for marketers to rethink their siloed approach to data if they haven’t already, or else they risk losing the race to owning personalization.


Consolidation in Martech Will Increase Marketing Efficiencies

In the coming years, oversaturation in point solutions will drive changes in the industry. If companies have a relevant proposition in the market, they’ll likely be bought by the big players. And, if not, the effects of the investment drought will see them shrivel away as the industry rids itself of dead weight. The outcome will be a far scaled-down version of the Lumascape. Cutting out the noise will, ultimately, drive better revenue for all industry sectors, and provide a greater experience for the consumer. In today’s over-stimulated martech landscape, it’s easy for marketers to lose sight of their martech stack’s ultimate goal: ROI. On collecting data on their current tech stack, marketers can then focus on connecting these various technologies and eliminating data silos.


The Rapid Diffusion of OTT Will Diversify the Marketing Mix

For the marketer, OTT brings to the table an array of advertising opportunities characterized primarily by video ads. OTT also provides them with opportunities to better understand the consumer’s journey and path to purchase. The consumer may view video content on a tablet, engage with social media through a phone but eventually use a laptop to make a purchase. They can gain greater insights across all touchpoints – so long as they have knowledge across all of these devices and interactions. However, the ability to track overall media consumption behavior comes with the additional need to be connected in terms of systems, technologies and partners. But, if done right, the future of OTT is an optimistic one.


Voice-Activated Tech Will Become the New Normal

A perfect example of technology that caters to how humans work naturally – is voice technology. Communicating through voice is more natural to us than say, typing. With the onset of AI and IoT connectivity, more and more people are now replacing the act of typing with voice. The connected home and smart speakers are also penetrating Wi-Fi enabled households and are here to stay. Not only is voice tech gaining popularity in the consumer’s purchase journey (voice commerce), it also acts as a advertising channel with great potential. Brands can now have the window to interact with the consumer through dialogue – a very unconventional brand-consumer relationship compared to other marketing tactics.


5G Will Pave the Way for a New Era of Connected Cars, IoT and More

5G, with speeds up to 20 times faster than 4G, could offer a quantum leap, especially when it’s developing alongside continuing advances in AI and the worldwide rollout of IoT devices. Smart 5G wearables, 5G-powered IoT devices and AR/VR/mixed reality will empower mobile advertisers with unprecedented access to consumers, their personal interests and their activities. In addition, many rural areas who missed out on the broadband revolution can be brought online since since it’s much easier to set up a wireless network. Forward thinking in terms of preparing adequately and planning out possible strategies will get businesses that initial step ahead of the competition. With 5G, the possibilities are seemingly endless.


Data Privacy, Trust and Accountability Will Change Consumer Relationships Forever

Increased consumer awareness surrounding data privacy, coupled with growing concerns about data protection, has mobilized countries and companies to be more stringent about safeguarding consumer privacy. The EU’s GDPR, for example, is a  crucial step in giving consumers more control over their personal data. In order to establish a more trustworthy relationship with the consumers, marketers will have to consider some best practices, the primary of them being a consistent adherence to data privacy regulations. In the absence of such regulation, companies must handle consumer data with a greater sense of responsibility and accountability in order to continue enjoying the consumer’s trust.


The Enabler of the Future: Artificial Intelligence and Machine Learning

What’s particularly interesting about these trends is that they are panning out alongside continuing advances in Artificial Intelligence and Machine Learning. AI and deep learning technologies will be the underlying engines of the changes to come and the transformations waiting to happen. Whether it is to predict the consumer’s next move, to prevent fraud or to enable customer-centric personalization, AI & ML will continue to be adopted more and more by the marketer.



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