A lot has changed in the technology landscape over the past 10 years, especially in the world of marketing. So, as we enter a new decade, what awaits marketing professionals?

It would be a dream for many to have a 2022 –Martech vision that could predict the future, but that might be a bit ambitious. However, from what we have learned from the past decade, it is possible to make informed predictions for the next five years as we approach the Roaring Twenties.

Artificial Intelligence

Her first forecast centres on a very busy term: artificial intelligence. Although you may be aware of famous AI applications like Alexa, you may not know that AI also has various MarTech uses. AI has the ability to facilitate the lives of marketers from chatbots which allow businesses to give 24/7 assistance to hyper-specific advertising.


AI’s incrementality is a statistic that allows companies to understand campaign effectiveness in greater depth. In order to refresh the effects on driving in stores, the uplift monitors ad exposure. However, the whole customer narrative isn’t told — and here’s incrementality. Incrementality demonstrates if a campaign has altered consumer behaviour in fact, demonstrating if new consumers have led to incremental shop visits.

Increased data utility

The next ten years will be the age of data utility while big data and data gathering was in the 2010s. The freshest and cleanest data will win the business that can act. The increase in the use of data moves the focus from big data to big business. As data gathering matures, organizations will likely focus on managing data and increasing the number of applications, automation and processes that will work throughout the company in the coming years.

Increased focus on martech ROI

ROI might be misinterpreted and it is merely tactical campaign-focused all too frequently. This may be essential, but it restricts thought, frequently for anecdotal purposes only. Replacing this measurement with content curating, activity benchmarking, campaigning and sophistication of preferences, marketing attribution, data confidentiality and management will become even more widespread versus its sector counterparts.

Top 2021 marketing forecasts for Gartner's

Gartner was one of the first to enter into the marketing industry and to testify to their predictions. In Gartner’s 2021 forecasts, six short tales are presented, here are the top two to keep an eye on:

Now Be Here

The first forecast for Gartner: “Before 2023, 60% of businesses turning into virtual events will combine their virtual events in real-time or in a real place.”

In 2021, a virtual version adapted 55% of marketers their individual events. However, in spite of such quick development, most customers have claimed that the real thing is still not replaced by virtual equivalents.

This might allow the race to develop the optimum engaging experience for virtual events. The race might well be started if the current funds put into this sector are anything to do.

Do not break, Blend

The following forecast of Gartner was: “The consumer omnichannel behaviour of 60 per cent of B2C firms would move to a functional organizational structure rather than a channel-based one by 2025.”

So, what are we expected to have? The organizational and financial channel-centred model performs well according to Gartner. Not only that, KPIs that concentrate on one channel neglect the halo impact of all channels.

The bottom line

Many came even stronger out of the catastrophe. One reason is more CDPs might be deployed to deal with the growth of consumer data than ever before in 2021.

Companies are now obliged to respond wisely, using unified platforms, since consumers’ attention on the digital channels is unparalleled.