The hottest martech trends for 2023

Sascha H. Funk
8 min readNov 7, 2022

What will the martech landscape look like in 2023? This is a question that we get asked a lot, and it’s one that we’re always happy to answer. After all, part of our job here at MarTech Advisor is to stay on top of the latest trends and developments in the martech industry. So, without further ado, here are our predictions for the hottest martech trends of 2023:

Augmented Reality and Virtual Reality

With the release of Pokémon GO, augmented reality (AR) took the world by storm and demonstrated just how powerful this technology can be. AR allows users to overlay digital content on top of the real world, and it has a wide range of potential applications in marketing and advertising. For example, brands can use AR to create interactive experiences for consumers or to provide product demonstrations.

Virtual reality (VR), on the other hand, transports users into a completely simulated environment. While VR is not yet as widely adopted as AR, it has great potential for marketers who want to create immersive brand experiences. For example, retailers could use VR to give customers a virtual tour of their store before they even step foot inside.

Big Data and Analytics

There’s no doubt that big data and analytics are two of the hottest trends in martech right now. But what exactly are they?

Big data is simply a term used to describe the massive amounts of data that businesses now have at their disposal. This data can come from a variety of sources, including social media, website traffic, customer transactions, and more.

Analytics is the process of turning this data into insights that can help businesses make better decisions. This can be done through a variety of methods, including descriptive analytics (which looks at what has happened), predictive analytics (which tries to forecast what will happen), and prescriptive analytics (which recommends what should happen).

So why are big data and analytics so important? There are a few reasons:

1. They can help businesses make better decisions. With so much data available, businesses can now get a better understanding of their customers, their markets, and their own operations. This allows them to make more informed decisions that can improve their bottom line.

2. They can help businesses save money. By understanding their customers better, businesses can adjust their pricing accordingly and target their marketing efforts more effectively. This can lead to significant savings on advertising and marketing costs.

3. They can help businesses create new products and services. By understanding customer needs and desires, businesses can develop new products and services that they know will be in demand. This can lead to increased revenue and market share.


As the world becomes increasingly digitized, so too does the way we communicate. More and more, we are communicating with others through digital channels like email, social media, and text messages. This trend is only going to continue, which is why businesses are turning to chatbots as a way to connect with their customers.

Chatbots are computer programs that can simulate human conversation. They are designed to handle simple queries or tasks so that humans can focus on more complex issues. For example, a chatbot could be used to help a customer book a hotel room or make a restaurant reservation.

One of the benefits of chatbots is that they can operate 24/7/365. This means that they can provide assistance to customers at any time of day, no matter where they are located. Additionally, chatbots can scale to meet the needs of businesses of all sizes.

Another benefit of chatbots is that they can help businesses save money. Automating simple tasks like booking reservations can free up employees’ time so that they can focus on more important tasks. In addition, chatbots never get tired and they make very few mistakes.

If you’re looking for a way to improve your customer service and save money at the same time, then chatbots may be the right solution for you.

Cloud Computing

The cloud is one of the hottest topics in tech right now, and for good reason. Cloud computing can help businesses save money on IT infrastructure costs, and it provides employees with greater flexibility and access to work files from anywhere. In addition, the cloud is becoming increasingly secure, making it a viable option for businesses of all sizes.


When it comes to martech, cybersecurity is always top of mind. As businesses become more reliant on technology, the need to protect data and systems from cyberattacks becomes more important than ever.

There are a number of trends in cybersecurity that businesses need to be aware of in order to stay ahead of the curve. Here are some of the hottest trends in cybersecurity:

1. Cloud-based security: As businesses move more of their operations to the cloud, cloud-based security solutions are becoming more popular. These solutions provide businesses with an added layer of protection against cyberattacks.

2. Artificial intelligence: Artificial intelligence is being used more and more to help businesses detect and defend against cyberthreats. AI-powered security solutions are constantly improving and becoming more widely available, making them a valuable tool for businesses of all sizes.

3. User education: One of the best ways to protect against cyberattacks is to educate users on best practices for security. This includes things like using strong passwords, not clicking on links from unknown sources, and being cautious when sharing personal information online.

4. Cyber insurance: As the threat of cyberattacks increases, so does the demand for cyber insurance. This insurance can help cover the costs associated with an attack, such as recovery expenses, legal fees, and damages paid to customers or clients.

5. Regulation: In response to increasing concerns about data privacy and security, governments around the world are starting to introduce new regulations

The Internet of Things

The internet of things, also known as the IoT, refers to the interconnectedness of physical objects and devices that are embedded with sensors and software that allow them to collect and exchange data. The IoT has the potential to revolutionize the way we live, work, and play by providing us with real-time insights into the world around us.

According to a recent report by Gartner, there will be 20.8 billion connected devices by 2020. This means that the IoT is no longer a futuristic concept — it’s quickly becoming a reality. And as more businesses begin to adopt IoT technologies, we’re seeing a new wave of martech trends emerge.

Some of the hottest martech trends in the IoT space include:

1. Connected cars: With connected cars, you can get real-time information about traffic conditions, directions, and more — all from your car’s dashboard. You can even use your smartphone to unlock your car doors or start the engine.

2. Smart homes: Imagine being able to control your home’s temperature, lighting, and security system using just your voice or smartphone. That’s what smart homes are all about. And with the help of AI-powered virtual assistants like Amazon Alexa or Google Home, controlling your smart home is easier than ever before.

3. Connected health: Connected health devices allow you to track your fitness goals, monitor your vital signs,

Photo by Carlos Muza on Unsplash

Mobile Marketing

With more and more people using their mobile devices to access the internet, it’s no surprise that mobile marketing is one of the hottest martech trends for 2023. Mobile marketing allows you to reach your target audience where they are — on their mobile devices.

There are a number of different ways to do mobile marketing, including SMS (short message service) campaigns, MMS (multimedia messaging service) campaigns, app-based push notifications, in-app ads, and more. You can also use location-based targeting to deliver your message to people when they are near your store or other location.

Mobile marketing is an effective way to reach your target audience with timely and relevant messages. If you’re not already using mobile marketing, now is the time to start planning your campaigns for 2020.


Personalization is one of the hottest martech trends because it allows businesses to tailor their marketing messages to specific individuals. This approach can result in more effective marketing campaigns and higher conversion rates. There are a number of different ways to personalize marketing messages, including using customer data,Behavioral data, and demographics.

One way to personalize marketing messages is to use customer data. This data can be used to segment customers into different groups so that they can receive more targeted messages. Additionally, businesses can use customer data to create custom audiences for their campaigns. For example, a business could create a custom audience of customers who have made a purchase in the past 30 days.

Another way to personalize marketing messages is to use behavioral data. This data can be used to understand how customers interact with your website or app. Based on this information, you can send them targeted messages that are more likely to convert them into customers. For example, if you know that a customer has visited your website but not made a purchase, you could send them a message offering a discount on their first purchase.

Finally, businesses can also use demographics to personalize their marketing messages. This information can be used to target specific groups of people with particular interests or needs. For example, if you sell products for women over 50, you could target your advertising toward this demographic group. By using personalization techniques like these, businesses can increase the effectiveness of their marketing campaigns and boost their conversion rates.

Programmatic Advertising

Programmatic advertising is one of the most popular martech trends for 2020. This type of advertising allows businesses to automate the process of buying and selling ad space, making it more efficient and effective.

With programmatic advertising, businesses can target their ads more effectively, reaching the consumers who are most likely to be interested in their products or services. This type of advertising is also flexible, allowing businesses to change their campaigns on the fly to respond to changing consumer behavior.

Businesses of all sizes are turning to programmatic advertising to get ahead of their competition. If you’re not already using this type of advertising, now is the time to start.

Social Media Marketing

There’s no question that social media marketing is one of the hottest martech trends right now. With the rise of platforms like Instagram and Snapchat, businesses are finding new and innovative ways to reach their target audiences.

But with so many options out there, it can be tough to know where to start. That’s why we’ve put together a list of some of the most effective social media marketing strategies for 2018.

1. Use influencers to reach your target audience.

2. Create engaging content that speaks to your customers’ needs and interests.

3. Use data and analytics to track your results and optimize your campaigns.

4. Take advantage of new features and technologies, such as live video streaming and Stories.

5. Keep your finger on the pulse of emerging trends in social media marketing so you can stay ahead of the curve.

Voice Search

Voice search is one of the hottest martech trends for 2019. With the proliferation of smart speakers and other voice-enabled devices, more and more people are using voice to search for information online.

What does this mean for marketers? First, it’s important to optimize your website for voice search. This means using natural language keywords and phrases, rather than keywords that are optimized for traditional search engines.

Second, you need to think about how people will use voice search to find your business. For example, someone might say “Where’s the nearest [restaurant/store/etc.]?” or “What are the hours of [business]?” Make sure your website provides the information that people are looking for when they use voice search.

Finally, keep in mind that people use voice search differently than traditional text-based search. When someone speaks into a device, they’re usually looking for quick answers to specific questions. So, your website content needs to be concise and to the point. Focus on providing the information that people are looking for without making them wade through a lot of superfluous text.



Sascha H. Funk

Head of Media Studies | BKK | New Media & ED #Volleyball, #MuayThai. — hosting @FunkItPod | it’s not rain, it’s liquid sunshine