If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year – and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?
According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer resources for these investments in the upcoming year.
To get the most bang for their buck, many businesses are looking into marketing orchestration technology. This essentially synchronises data from all sources to create a stronger hub for strategy and collaboration.
But as with any good technology, these solutions have changed, adjusted, and improved based on current opportunities. So, here is what marketers can expect to see from marketing orchestration technology for the upcoming year.
As teams stay remote, collaboration is crucial
It seems that many businesses will keep some (or all) teams remote – even past the pandemic. Remote work has helped to lower costs without compromising on productivity. But unfortunately, many remote marketers are having trouble collaborating with their teams.
According to Buffer’s report on remote work, the leading challenge workers faced was trouble with communication and collaboration. Marketing orchestration systems will become even more popular to fill this need.
Shafqat Islam, CEO of Welcome Software, which recently rebranded and shuffled its offering after leading the content marketing space for years with NewsCred, said in his ‘State of Marketing 2020’ research report: “(Marketing orchestration) can help marketers overcome these fundamental issues by thoughtfully combining (and synchronising) the best capabilities of martech — specifically, by harmonising marketing teams, the content they create, the channels they activate, the data they analyse, and the technology that powers it all.”
At its core, marketing orchestration lays the foundation for a more seamless digital collaboration experience. It allows team members to easily share data, access documents, and keep an eye on all campaigns from the same platform. Considering that 74% of businesses will likely keep employees remote through 2021, solutions like this will be more than critical.
Marketing orchestration will fuel personalisation to the next level
Experts are already predicting that personalisation is going to become even more precise and prominent throughout all aspects of the customer experience. Most companies are utilising personalisation in some form or another at this point – but only 15% of CMOs think that they are headed in the right direction with this strategy.
In the near future, many consumers are only going to interact with marketing if it has personalisation in some manner. Everything from apps to mobile interactions to promotions needs to be customised to fuel better engagement.
The only way to make this happen is through comprehensive data incorporation. Marketing orchestration systems allow marketers to integrate internal and external data more seamlessly into messaging, ads, targeting, and interactions. Expect to see AI-powered marketing orchestration capabilities, too, to make personalisation even more advanced.
Search intent will impact SEO further: Content marketing needs to be data-driven
People are losing their patience with irrelevant results, especially with the increasing popularity of voice-enabled search tools. In 2021, we can expect that search engine algorithms are going to become even pickier regarding ranking signals.
Google has already confirmed that they will be rolling out a new Page Experience update in May, which will shake up their ranking factors significantly.
While the details of this update are unknown (as always), it is a logical assumption that Google will be prioritising the user experience by analysing semantics, contextual meaning, and the overall design of a website. This means that all website content needs to be fueled by data to meet Google’s higher standards.
Marketing orchestration software is going to play a crucial part in content campaigns to optimise intent signals. This type of martech solution can provide marketers with robust data needed for SEO – and it supports integration throughout all aspects of marketing.
Due to all of the changes that occurred during this past year, marketers know that collaboration and communication tools are crucial for success. However, many businesses are struggling to make ends meet – and barely have room in their budgets to allocate towards martech and new systems.
This is where marketing orchestration comes in.
This type of solution provides the “best of both worlds” by making it easier for marketers to create data-backed strategies and monitor the results of their campaigns through an integrated tech solution.
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