Observed Signal · Aug 24, 2022 · Industry Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Six Must-Have, Must-Change Martech Categories for 2022
An August 2022 CMSWire feature by Chitra Iyer highlights six martech categories that marketers should prioritize but also modernize: email marketing, marketing analytics, SEO, video and virtual events, chatbots/conversational AI, and podcasts. The article argues that legacy tools like email still matter in a first-party data world, but their tech and strategy must evolve around privacy and CX. It cites Twilio's 2022 report finding 63% of consumers want personalization based on first-party data, a Juniper Research projection that chatbot-facilitated retail spend will reach $142B by 2024, and McKinsey's estimate that short/live video will drive 20% of online conversions by 2026. Experts from MessageGears, Twilio, and Sinch offer advice on upgrading email, analytics, and conversational AI, while Barry's Bootcamp is highlighted for growing memberships 6x via video.
Provides strategic guidance and market data on six martech categories relevant to MarTech and CX decision-making, but contains no breaking industry news, funding, or major platform changes.
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Key Takeaways & Evidence Grounding
- The article was published on August 24, 2022, and identifies six martech categories: email, marketing analytics, SEO, video/virtual events, chatbots/conversational AI, and podcasts.
- A 2022 Twilio report found 63% of consumers are happy with personalization but want brands to use first-party data.
- Juniper Research projected chatbot-facilitated consumer retail spend would grow from $2.8 billion in 2019 to $142 billion by 2024.
- McKinsey estimated 20% of all online conversions would be driven by short and live videos by 2026.
- Barry's Bootcamp saw 6x growth in memberships by investing in videos that mirror its in-person class experience.
Connected Companies & Entities
3 Entities mapped“Eyal Manor, Chief Product Officer at Twilio, cautioned against keeping large lists of inactive customers, and a 2022 Twilio report is cited ...”
“Pieter Buteneers, director of engineering in machine learning & AI at conversational AI and CX platform Sinch, endorsed the growing sophisti...”
“The article references a McKinsey estimate that 20% of all online conversions will be driven by short and live videos by 2026....”
Ontology Mapping & Concepts
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