Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Marketing Operations » 5 key themes shaping the future of marketing

Opinions expressed in this article are those of the sponsor. MarTech neither confirms nor disputes any of the conclusions presented below.

5 key themes shaping the future of marketing

From NFTs to first-party data and everything in between, these are some of the most engaging themes that marketers can’t afford to ignore.

Zeta Global on December 8, 2021 at 7:00 am

Marketers and business leaders came together at Zeta Live ‘21 to discuss the evolution to a digital-first world and trending topics on the future of marketing. From NFTs to first-party data to the Metaverse and everything in between, here are some of the conference’s most engaging themes that marketers can’t afford to ignore.

1. E-commerce enters the experience era

The last 20 years of ecommerce and the technological progress made within the industry have offered solely static experiences for consumers. Enter the “experience era.”

The experience era enables marketers to give consumers the branded experience they crave. In the What Comes Next for Social Commerce session, industry experts from Verishop, Snap Inc., ThirdLove, and Yahoo! explain what’s next, with emphasis on one-to-one interactivity, sustainability, the Metaverse, and livestream selling being the holy grails. 

2. Web 3.0, NFTs, and blockchain technology go mainstream 

Web 3.0 represents the next iteration of the evolution of the internet as we know it. Built upon the core concepts of decentralization, openness, and great user utility, the real value coming out of web 3.0 will be blockchain. 

At the center of this blockchain technology now sits non-fungible tokens, better referred to as NFTs. In our session 2022: The Year NFTS Take the Mainstage, industry leaders from TIME and CNBC weighed in on the ability of crypto technology to create a new type of relationship with consumers through exclusivity. Michael Rubin, CEO of Fanatics, supported this positioning in his session on Sports Marketing in The Digital Era, sharing why he is launching NFT trading cards to strengthen the fan experience. While we’re still a few years out, NFTs and other Web 2.0 products platforms will inevitably disrupt the MarTech industry as we know it.

3. The next wave of customer engagement in the Metaverse 

Despite an uptick in big news surrounding the Metaverse lately, the reality is that this shift to virtual experiences won’t come overnight. Bob Sherwin, CMO of Wayfair, noted in the session on The Future of Commerce & Creativity that the home goods brand has offered these experiences to its shoppers for years. Yet, the question of ‘when do consumers want to engage with it?’ still remains.

4. Identity plays a pivotal role in the digital economy

Identity-based marketing – especially through the use of first-party data – has become increasingly important as consumers accelerate their transition to digital for everyday conveniences, transactions, and social interactions.

In the session Navigating the Golden Age of Identity, marketing experts from Zeta, LiveRamp, AWS Data Exchange, and T-Mobile unpacked the significance of identity being the only thing that unifies the customer experience. 

5. CDPs become the marketer’s North Star

Whether it’s added complexity that slows down processes, or siloed processes that lead to mono-channels, marketers are breaking through these roadblocks by implementing a Customer Data Platform (CDP) to power their martech stack. In the session Technology Bets for the Modern Marketer, industry experts from Carter’s, Email Connect, Healthgrades, and SIMON weigh in on the importance of having such a CDP platform at the core of their marketing infrastructure. 

Access all the Zeta Live ‘21 session recordings until December 17th by navigating to the “theater” area of our virtual experience here.


New on MarTech

    Take web hosting to the (NVMe) extreme

    Freeing agile marketing from its software development roots

    Marketing budgets climb in 2022

    Pega addresses accelerating business complexity

    Why we care about AR and VR: A guide for marketers

About The Author

Zeta Global
Zeta Global Holdings Corp. (NYSE: ZETA) is a leading data-driven, cloud-based marketing technology company that empowers enterprises to acquire, grow and retain customers. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. The ZMP analyzes billions of structured and unstructured data points to predict consumer intent by leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.

Related Topics

Customer Data Platform (CDP)Marketing OperationsSponsored Content

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.