Predictions: How organisations will transform their martech stacks in the new year //

Marketers may think they have the perfect strategy and technology in 2022. But they will need to change it in 2019 for one reason. Because the customer will change. Consumers will adopt new habits through the use of tech platforms, trends, and devices, and marketers will need to adapt accordingly.

Here are the top consumer experiences and behaviors in 2023. And here’s what marketers can do to adapt and keep a competitive edge.

Composable infrastructure will be adopted by more companies

Because of the number of people and systems involved in large organizations, updating and implementing new technology can be a more difficult task for enterprises. To reduce the cost of digital transformation, expect more companies to adopt composable architecturals by 2023.

“Enterprises who don’t keep pace with the rapid changes coming will fall behind,” stated Tam Ayers (North America field CTO for Digibee’s enterprise integration platform-a-service company Digibee).

Gartner estimates that organizations who adopt a composable approach by 2022 will surpass their competitors by 80% when new features are implemented, Ayers stated.

Sitecore , a digital experience platform (DXP), has expanded its composable offerings in 2022. This allows organizations such as Cirque du Soleil, to choose from a variety of digital ecosystems rather than committing to one vendor to their entire digital architecture.

Deeper: Marketing collaboration and experimentation in practice

Ayers stated that “as the adoption of composable infrastructure increases, we will see an shift towards a more centralized IT model.” The old IT system will not disappear, but it will shift. We’ll instead see more responsibility within the business, where we’ll see the recruitment of developers and technical people.

AI will be used for better discovery in mobile experiences

Consumers are returning in large numbers to shops in person, but they also use their smartphones to check out information on the web while shopping. During pandemic lockdowns, digital touchpoints were all that retailers had to their customers. These connections are now carried by consumers wherever they go.

Mobile experiences are more important than ever to retailers, even if in-store foot traffic has increased. Mobile touchpoints are expected to make recommendations for products and the next best actions. They assist consumers in discovering things.

Everyone has different interests so new messages and products must be created for each person. These experiences will see retailers deploying AI to better understand their customers’ needs at large.

“The ability for consumers to discover, explore and find the right match can turn them into loyalists very quickly,” Richard Jones, CRO at Wunderkind, a performance marketing company, said.

Content marketing will become more automated thanks to AI. This will cause a backlash in the long-term, and there will be a return to content basics.

According to Venkat Nagaswamy (CMO of Canadian telecoms company Mitel), “Generative AI” will be adopted rapidly in 2023. AI will replace SEO-focused content that was created by humans. “So much so that we will experience a content glut within a few years. We will eventually return to basics, focusing more on quality and lower volumes of content.”

Commerce will respond to the price conscious consumer.

Jones stated that consumers are price conscious due to the imminent economic downturn. This has led to secondhand shopping and frugal behavior — tripling resale markets since 2020. This will open up new markets for resale apps that cater to the younger generation.

Many brands will shift their focus to price, not only will they have new options for catering to frugal shoppers but also many other opportunities.

“ While corporate social responsibility is still important to U.S. consumers, it’s no longer a top priority as costs rise,” stated Laura Connell, consumer trends manager at GWI. “Brand blunders continue to demonstrate that a reduced consumer priority doesn’t mean companies lack social responsibility, authenticity, and inspiration. Instead, brands will adapt how they communicate with customers.”

She said, “While morale and consumer wallets are tighter than ever, many will still look for a positive distraction.” We can expect that consumers will reprioritize the things, when, and how much they purchase in 2023 as they seek an escape from the world in which they live. This will impact music choices and other behaviors in 2023.

Jones stated that loyal shoppers trust brands to provide them with product recommendations and incentives at a lower price. In 2023, customers will continue to return with loyalty programs and hassle-free returns.

Retail marketing strategies will include live shopping

Alexander Frolov (cofounder and CEO HypeAuditor), stated that retailers will be more likely to prioritize live shopping over other forms of shopping.

A shop button or shopping bag icon placed next to a creator’s video can turn any social platform into a social commerce platform for retailers. These partnerships have been growing over the past months, and will continue to grow in the new year.

Frolov stated that retailers will have to overcome the challenges of providing an omnichannel experience as well as adaptability of traditional retail features via social media platforms. While TikTok and Instagram are great tools for creating, retailers must also ensure a seamless integration with their website.

Processes for low-code customer experiences

As we’ve seen, enterprises will use composable infrastructures for their transformation. This will allow enterprises to quickly adapt and lead to low-code customer experience processes (CX).

“Next year will see an increase of user-friendly, low code processes and systems that create seamless customer experiences across a multitude of touchpoints. Vendors will accept industry-standard APIs that allow enterprises to seamlessly integrate their CX ecosystem between internal and external systems.

Deanna Ballew (SVP product, SaaS company Acquia) stated that composable technology would be a growing area for strategic CX investments in 2017. It allows organizations to mix and match components, which allows them more flexibility while avoiding vendor lock in. This partnership helps IT and marketing teams achieve more.

Deeper: No-code tools transform marketers into makers

Chris Savage, CEO and cofounder of Wista video platform, stated that consumers want different ways to consume content. “Marketers will need to diversify their content distribution in 2023 to reach a wider audience and improve the customer experience,” said Chris Savage, cofounder and CEO of Wista.

Mobile optimization and email verification

“The new year presents an opportunity for email marketers, to lean into technology that can increase their chances of their emails getting received and read by target audiences — such email verification tools,” stated Kate Nowrouzi (VP of deliverability at Email by Sinch). These solutions verify that email addresses are genuine and help to predict if recipients will open emails from you. These tools improve the deliverability of email lists and help save reputations.

She said, “In 2023 mobile optimization for emails will be crucial for delivering seamless, truly multichannel customer experiences. Marketers will need to make sure that their emails display on all devices, including an iPhone, Android, and a laptop. Leading brands will begin to embrace interactive mobile email capabilities. Allowing appointment bookings to be made directly from an email, rather than having the customer go to their customer portal via a browser, removes friction and makes your call to action more concrete.

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