Marketing technology tools can be game-changers. The technology is continuously changing and adapting to digital audiences and the online landscape. We spoke with CEOs, marketing directors, and other industry experts who shared with us their forecasts on the tools that they believe will change the field in 2024. We’ve compiled the top twelve insights on marketing technology tools that are set to rise next year — from ChatGPT’s content research and copywriting capabilities to new and evolving audience research tools.
- Audience Research Tools Gain Traction
- Conversational AI Enhances Customer Engagement
- Content at Scale for Digital Marketing
- AI-Driven AR Advertising Personalizes Experiences
- MarketingCloudFX Offers Comprehensive Data Insights
- Generative AI Tools Expand in Marketing
- Influencer Marketing Platforms Foster Genuine Partnerships
- Empathy-Driven AI Analytics Understand Emotions
- AI Tools Streamline Open-Ended Survey Analysis
- AI Chatbots Revolutionize Customer Engagement
- IoT Devices Provide Real-Time Consumer Insights
- ChatGPT Optimizes Content Research and Copywriting
Audience Research Tools Gain Traction
I foresee audience research tools gaining considerable popularity by 2024. The reason is simple: Understanding your audience is paramount in any marketing strategy. Audience research tools provide valuable insights into your audience’s interests, demographics, and online behavior.
For instance, in a campaign I ran last year, SparkToro’s deep-dive analysis enabled us to tailor our messaging effectively, significantly increasing engagement. As businesses continue to recognize the power of data-driven marketing, the demand for such tools will likely surge.
With advancements in AI, these tools will become even more sophisticated, allowing marketers to create highly targeted campaigns and deliver personalized messaging. This will improve the customer experience and increase conversion rates.
Another factor contributing to the rise of audience research tools is the increasing emphasis on data privacy. With stricter regulations like GDPR and CCPA in place, businesses need to be more careful with how they collect and use customer data. Audience research tools offer a transparent and ethical way to gather insights without compromising privacy.
Tristan Harris, Demand Generation Senior Marketing Manager, Thrive Digital Marketing Agency
Conversational AI Enhances Customer Engagement
In 2024, one popular tool is Conversational AI. Its simplicity and impact on customer interaction are unmatched. Data suggest a 40% surge in customer engagement for brands that use conversational AI, translating to tangible sales growth.
For instance, deploying chatbots on our site resulted in a 25% increase in customer queries resolved promptly. The real-time, personalized interactions significantly enhance the user experience, creating a seamless journey.
As we step into 2024, Conversational AI stands tall, bridging the gap between brands and consumers effortlessly, making it a must-have in any marketer’s toolbox.
Himanshu Sharma, CEO and Founder, Academy of Digital Marketing
Content at Scale for Digital Marketing
The importance of long-form blog content in digital marketing can’t be overstated. It establishes authority, demonstrates expertise, and earns customer trust. This is where tools like Content at Scale come into play.
This AI-powered tool can quickly generate articles over 2,500 words. Just provide the AI with a keyword, a podcast, a YouTube video, or a source URL, and it crafts an original, well-researched, SEO-optimized article that can even bypass AI content detection checks.
Key aspects that make Content at Scale promising for marketers and likely more popular in the upcoming year include its AI long-form SEO content writing capability, the ability to input multiple sources (like keywords, podcasts, YouTube videos, source URLs), robust SEO tools, reliable AI content detection, and the convenience of end-to-end publishing with integrations for platforms like WordPress and Shopify.
Precious Abacan, Marketing Director, Softlist
AI-Driven AR Advertising Personalizes Experiences
One of the most promising marketing technology tools for 2024 is AI-driven augmented reality (AR) advertising. AR can create immersive and interactive brand experiences for consumers. With AI’s predictive capabilities, businesses can tailor AR content to individual preferences, making ads more relevant and engaging.
This technology offers a unique way to connect with audiences, enhance brand awareness, and drive conversions by delivering personalized, memorable experiences. As AR adoption continues to grow, it’s poised to become a standout tool in the marketing tech landscape in 2024, setting brands apart and driving customer engagement.
Michael Chen, Head of Growth, Notta
MarketingCloudFX Offers Comprehensive Data Insights
New marketing tools are making a name for themselves rapidly. And in this space, I’m particularly excited about MarketingCloudFX (MCFX) for 2024. This tool, powered by IBM Watson, will help present accurate customer data for businesses of all sizes.
When I tested this tool, I found MCFX’s features like marketing automation, email, and call tracking invaluable, considering they provide everything under one platform. They offer a comprehensive view of customer interactions, enabling marketers to craft more effective strategies. The best part is the integration with AI analytics, which can transform raw data into actionable insights, a critical factor in today’s ever-changing marketing environment.
The investment in MCFX is worthwhile for those committed to data-driven marketing. It streamlines your everyday tasks, freeing marketers to focus on creative and other important aspects. For businesses looking to harness advanced marketing technology for growth and efficiency, MCFX is a solid choice.
Bobby Lawson, Technology Editor and Publisher, Earth Web
Generative AI Tools Expand in Marketing
Generative AI tools are going to stay popular and become even more widely used, and I think their user base, especially among marketers, will explode next year. Right now, ChatGPT stands out as the most useful in this category.
Although it’s not as recognized or as useful as ChatGPT at the moment, I expect that Google Bard will also see significant development and improvement next year. I expect it to grow more popular, competitive, and useful as competition in the AI industry intensifies.
Google Bard is an experimental conversational tool that uses data sourced entirely from Google. For marketers, Bard is incredibly handy because it offers access to a vast array of detailed data, allowing for easy, conversational interaction unlike the traditional Google search format. In my use, I’ve found Bard helpful for content research, creation, and structuring.
Google Bard generates unique content, avoiding replication of existing web content. It simplifies the process by enabling direct output to Google Docs and Word, eliminating the need for copying and pasting. This makes it a great tool for sparking creativity.
Alan Redondo, Founder, Ardoz Digital
Influencer Marketing Platforms Foster Genuine Partnerships
Influencer marketing platforms will gain even more popularity next year, as social media’s role in digital marketing continues to grow. These platforms will be crucial in cultivating genuine brand support.
In today’s influencer-driven culture, having specialized influencer marketing platforms is essential. These platforms help to foster genuine partnerships, connecting brands with influencers whose values are in sync. Marketers can use these tools to efficiently manage campaigns, assess their impact, and leverage real advocacy, expanding their brand’s reach with a genuineness that appeals to modern consumers.
For example, Grin is an emerging tool in this space. Grin offers a comprehensive set of influencer marketing resources that aid in discovering and managing relationships with collaborators. Beyond that, Grin also provides additional digital marketing tools for affiliate marketing, branded content, and public relations.
Lucas Ochoa, Founder and CEO, Automat
Empathy-Driven AI Analytics Understand Emotions
Empathy-driven AI analytics is going to gain a lot of popularity. Unlike traditional data analytics, this tool leverages advanced AI to not only analyze consumer behavior but also to understand the emotional context behind these actions.
For instance, we experimented with a prototype of this technology. We were working on a campaign targeting new parents, and the tool revealed that most engagement occurred late at night. Initially, it seemed counterintuitive until the empathy-driven analysis suggested these were moments of solitude and reflection for new parents, often awake for night feedings.
This insight revolutionized our approach. We shifted our content strategy to offer reassuring messages during these hours, significantly enhancing engagement and customer loyalty. Such tools extend beyond mere numbers; they offer a window into the “why” behind consumer behaviors, enabling marketers to craft more nuanced, emotionally resonant campaigns.
Daniel Bunn, Founder and Director, DB IT
AI Tools Streamline Open-Ended Survey Analysis
What I’ve been seeing in the marketing world this year is an increasing number of use cases for AI integration. Let me give you an example of one that has certainly made my life a lot easier: AI tools for open-ended survey responses.
In the past, if you asked a question on a survey where the respondent could answer with free text, it was costly and inefficient to analyze. I have often conducted surveys in different countries, so the process would include not only translation but also coding of the responses so that we could painstakingly try to document trends in the results.
Now, all the major survey tools I have looked at this year, including Qualtrics, Forsta, and InMoment, include translation and text analytics right out of the box. It’s a huge time and money saver for market researchers.
Shannon Listopad, Owner and Founder, November Consulting
AI Chatbots Revolutionize Customer Engagement
In my experience, chatbots powered by AI technology will continue to soar in popularity, especially in the marketing technology sector. They’ve already proven to be effective tools for engaging customers and providing personalized customer service, but their capabilities are expanding. For instance, AI-powered chatbots can handle a variety of tasks, such as answering customer questions, providing recommendations, and even completing transactions.
This efficiency not only saves time and resources for businesses but also elevates the customer experience by providing 24/7 service. I’ve observed an increase in using chatbots in delivering personalized marketing campaigns, predicting customer behavior, and prioritizing leads.
As for concrete data, a study by Juniper Research forecasted that chatbots will be responsible for cost savings of over $8 billion annually by 2022, up from $20 million in 2017.
This shows the significant potential for integrating AI-powered chatbots into marketing strategies. Their benefits are clear, their use is expected to grow, and I strongly believe they’ll continue to revolutionize the marketing industry in 2024.
Matthew Montez, Founder, The MBC Group
IoT Devices Provide Real-Time Consumer Insights
The Internet of Things (IoT) is projected to be one of the top marketing technology tools in 2024. With the proliferation of IoT devices, marketers can gain deeper insights into consumer behavior, preferences, and buying patterns in real-time. These connected devices generate a wealth of data that can improve customer segmentation, personalization, and predictive marketing.
IoT enables brands to interact with their customers in ways previously unimaginable, creating opportunities for innovative marketing strategies. As our world becomes increasingly interconnected, the relevance and importance of IoT in marketing are expected to grow exponentially.
Rehana Aslam, Head of Marketing, Oh My Luck
ChatGPT Optimizes Content Research and Copywriting
ChatGPT is by far the best marketing tool available. With a little bit of programming, it does 30-60 minutes of work in under a minute. In this use case, we use it to research topics that will be written about for our content marketing. The writing is still manual, but the ideas are organized quickly and effectively.
In another use case, we deploy a chat agent for copywriting. The tool is set up to understand copy ad specs for all major search and social platforms. It scans websites for existing content, understands the product, understands the audience, and outputs copy.
From there, we review, edit, and complete the ad copy. The process inside the chat agent takes 2-5 minutes, saving us another 30-60 minutes of manual work.
Robert Brill, CEO, Brill Media
