Opportunity Out of Difficulty: Four Martech Trends to Follow in 2021

2020 didn't turn out to be what was expected, however 2021 presents marketers with an opportunity to take the year's challenges and improve their processes. Emerging themes in analytical marketing technology are the foundation of progress in 2021, focusing on optimization and modernization rather than complete transformation.

Machine-learning is becoming mainstream in marketing, allowing for better customer and prospect value prediction, more segmentation and personalization. Attribution is also becoming obligatory to align sales and marketing departments, while conversational AI is improving digital engagement tactics.

Revisiting and modernizing processes, controlling and attributing costs, increasing conversions and repurposing technology will be the focus for 2021. Data and analytics will continue to be key for brands to gain desired insight.