Observed Signal · Jan 4, 2022 · Market Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
2021 Martech Predictions Review: Hits, Misses and Lessons
This CMSWire article, published in January 2022, reviews how marketing technology predictions for 2021 fared. The author notes that technology became recognized as critical to marketing and business success, driving demand for marketing operations professionals. Privacy changes including GDPR, Apple's App Tracking Transparency, and the delayed removal of third-party cookies pushed companies to rethink data collection and prioritize first-party data. Personalization advanced in both B2C and B2B contexts, while workflow, collaboration, automation, video, and podcasting saw strong growth. The article observes that sales and marketing automation are converging, with HubSpot repositioning as a CRM company and Salesforce and Adobe reframing offerings by function. Machine learning and AI moved into practical deployment. Predictions that did not materialize included the cookie-less future, a return to in-person events, broad AR/VR/XR progress, and low-code/no-code dominance. The author also credits Gartner, David Raab, MarTech Alliance, WARC, and others for their 2021 predictions.
Retrospective analysis of 2021 martech predictions; provides useful validation of major marketing technology trends but contains no breaking industry news.
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Key Takeaways & Evidence Grounding
- The article, published by CMSWire on January 4, 2022, retrospectively evaluates marketing technology predictions made for 2021.
- Google delayed blocking third-party cookies until 2023; Apple's App Tracking Transparency affected app tracking in 2021.
- Marketing technology was widely acknowledged as critical to business success, increasing demand for marketing operations professionals.
- HubSpot repositioned as a CRM company, while Salesforce and Adobe reframed products by function.
- Virtual events improved in 2021, while predictions for in-person events, AR/VR/XR progress, and low-code/no-code dominance did not materialize.
Connected Companies & Entities
11 Entities mapped“At CabinetM we see Monday workflow management software appearing frequently in stacks....”
“HubSpot is now positioned as a CRM company after years of being a marketing automation company....”
“Salesforce and Adobe are reframing their products by function rather than department....”
“Salesforce and Adobe are reframing their products by function rather than department....”
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“Companies instead grappled with the impact of Apple's App Tracking Transparency that shut off app tracking....”
“Google put off blocking third party cookies until 2023....”
“I’d like to thank the following in particular: Gartner, David Raab, MarTech Alliance, WARC, Marketingguys, Rosalyn Page, Singular and Michae...”
“I’d like to thank the following in particular: Gartner, David Raab, MarTech Alliance, WARC, Marketingguys, Rosalyn Page, Singular and Michae...”
“I’d like to thank the following in particular: Gartner, David Raab, MarTech Alliance, WARC, Marketingguys, Rosalyn Page, Singular and Michae...”
“The most common example used in this context is Airtable....”
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