MarTech & Design

Many companies have created new ways to interact with customers through digital channels. In fact, the pandemic has accelerated digital communication strategies by six years. From this, MarTech was born, combining marketing and technology, or the different systems used to improve customer relations. The digital marketing industry is projected to reach $807 billion by 2026, with an annual growth rate of 9%.

It is estimated that revenues from content marketing will double by 2026, which is strategic marketing based on the creation of content capable of increasing online reputation. In B2B, marketing investments are expected to increase by 10% to 15% per year over the next five years.

Email marketing, which will have an estimated $10 billion market in 2023, is also an effective tool used by 64% of small businesses. Social media is becoming more and more important for companies as it is used by 92% of marketers and almost 38% of consumers. Marketing finds a valid ally in artificial intelligence, whose algorithms are able to analyze large amounts of data.

55% of consumers and 89% of corporate executives see the metaverse as a great opportunity. Among the most innovative marketing trends is Commerce Media, capable of connecting content and commerce in order to generate personalized and privacy-protected offers.

In-person events, recognized globally as a highly valuable strategy due to their effectiveness in generating leads, remain the format of choice for entrepreneurs and professionals worldwide. In fact, in 2023, it is estimated that 62% of corporate events in the United States will be attended, followed by Europe with 53%, Latin America with 49%, and Asia with 37%.

Hybrid events are considered the format of the future with a 190% increase in the last 5 years. Technologies are changing and marketing will have to shift the focus from product promotion to personal involvement thanks to memorable experiences. The goal of marketing, therefore, will be to find the balance between technological and emotional profiles, between data and creativity, and in short, between the human touch and that of the digital.