Top 7 MarTech Trends To Watch Out For In 2020 (And Beyond)

With the industry developing at a remarkable pace, the year 2020 promises some exhilarating marketing technology improvements.

In this article, you’ll find 7 critical MarTech trends you need to take reigns in 2020 (and beyond).

1. Voice Search Will Overtake Traditional SEO

In 2020, Voice Search Optimization (VSO) is likely to dominate nearly half of global search. And the voice-based commerce market will grow to a whopping USD 40 billion.

This year, customers will expect more relevant, voice-optimized, and personalized answers everywhere – including the search bar on your company website.



What does this mean for you in 2020?

You’ll have to reach target audiences by optimizing your online presence for how customers speak verbally.

Favor natural language instead of keywords in web content, dumping excessively technical language. Think about the terms that people use in real conversation when you optimize your website.

For example, you may prefer to be called a veterinarian but the real pet owners are very likely to search something like “Which Singapore vets do spay and neuter?” -which includes the term ‘vet’.

Here’s what you can do about it

You can use a tool like that helps people buy from your site using voice search.

Jetson leverages AI to create contextual and cognitive awareness with continuous conversation and provides smart recommendations for end users over time.

2. Data Unification Will Pave Way For Better Customer Experience

The year 2020 will necessitate data unification and consolidation into a single view.

Here’s a screenshot of Tealium iQ, a powerful enterprise tag management system, that shows how this ‘single view’ would look like

Tealium iQ offers pre-configured, turnkey integration with 100+ major online vendors

What does this mean for you in 2020?

You can collect all data from your web and app analytics, CRM, and other systems into a single location like Google Cloud to derive rich and valuable insights about your consumers.

Multiple data sources can be consolidated into Google Cloud

Here’s what you can do about it

You can also use advanced tools like Data Management Platforms (DMPs), Customer Data Platforms (CDPs), and Customer Intelligence Platforms (CIPs) that automate data management and consolidation.

Some of the popular CDPs are Exponea, Optimove, and Emarsys. If you want to take it to the next level, you could also create a custom application for your team. You can use an app development cost calculator to see what this might cost you.

3. Lead Gen Campaigns Will Be More Personalized

In 2020, almost 51% of customers expect that companies will anticipate their needs and make relevant suggestions before they make contact.

Expect using more interactive content to create highly personalized lead generation campaigns this year.

What does this mean for you in 2020?

Think about personalizing all your lead gen efforts to make your prospects feel more valued.

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Consider creating interactive content such as a quiz. It’ll not only help you segment your list but also create a stronger email marketing strategy for the future.

Here’s what you can do about it

You can use tools like Survey Anyplace and LeadQuizzes to effortlessly design quizzes. Both these platforms have a straightforward and user-friendly interface that makes navigation a breeze.

If you’re struggling with lead generation, check out some of our top B2B lead generation tips or learn how to perform an effective sales audit.

4. Influencer Marketing Will Be Even More Popular And Relevant

With social media becoming a more integrated part of our lives, expect influencer marketing to become more popular and relevant this year.

Customers are turning to their adored Instagram celebrities, Twitter personalities, and YouTube superstars for guidance and recommendations on buying decisions.




What does this mean for you in 2020?

Leverage influencer marketing and think about ways to measure campaigns, create analytics to scale campaigns, and explore how to manage relationships between your brand and influencers.

Here’s what you can do about it

Not sure where to find top influencers relevant to your niche? Use tools like BuzzSumo. It helps you find influencers either through their bios or the content they share.

BuzzSumo Dashboard showing the list of top influencers

5. AI Will Be More Prevalent In Advertising

Artificial Intelligence (AI) will transform what’s possible in the world of advertising at every level, from ad creation to audience targeting to ad buying.

What does this mean for you in 2020?

Consider using AI tools to smartly identify and segment audiences, build ad creative, split-test variations, enhance performance, and optimize cost -automatically, in real-time, and at scale.

Here’s what you can do about it

You can use Reveal Bot that leverages AI to give you live updates on the progress of your Facebook ad campaigns. You can integrate it with Slack and receive reports on all key metrics.

Reveal Bot interface showing how to optimize your Facebook ads

6. Chatbots Will Skyrocket Lead Generation

Chatbots are going to get hotter as powerful conversational marketing tools.

Companies will be increasingly using them to engage leads and present prospects with information/answers that’d help them go down the sales funnel.



What does this mean for you in 2020?

Think about building a chatbot that offers personalized customer experience.

Here’s what you can do about it

You can use tools like InstaBot that leverages AI and natural language processing to understand your users, and then curates information, answers queries, captures contacts, and schedules meetings instantly.

7. Video Personalization Will Supercharge Customer Engagement And CTR

This year, expect personalized videos to increase email conversions, boost landing page sign ups, increase event attendance, make nurture more personal, improve customer satisfaction, and so much more.

What does this mean for you in 2020?

Consider personalizing your marketing efforts via video. This includes creating videos that encourage visitors to submit their info on your website. Or, you can deliver special offers via video for better impact.

Similarly, you can thank customers with personalized video after they purchase your product.

Here’s what you can do about it

You can use a tool like Vintom to create your very own personalized videos. Put customer data to work and create unique videos tailored for each individual viewer.

Check out their video below that’s personalized for the banking sector.

While we can’t look into a crystal ball and promise the future, we certainly know that these seven MarTech trends are going to stay relevant in 2020 (and perhaps for years to come).

So, how do you intend to embrace or stay ahead of MarTech trends this year? Share your thoughts with us in the comments below or email us at

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