Technology marketing trends for 2025 are here. We look at macro and micro trends for marketers to consider as part of strategic planning on the path to growing their brands and how they might fit into their own goals.
Technology marketing, or martech, evolves like any other area of technology. Every year brings new changes and trends to the martech market, and those who don’t keep up will inevitably fall behind. Luckily, we’re here to help you stay up to date on the latest trends in technology marketing.
1. Increasing use of artificial intelligence (AI)
By now, you’re probably tired of hearing the term “AI.” You’re not alone: there’s no escaping it. Every tech company is incorporating AI into everything they sell, and tech marketing companies are no exception.
These companies are increasingly deploying AI tools to stay relevant. Some of these tools may be superfluous, but others have valid uses. For example, AI is great for tasks like predictive data analysis (more on that later).
It’s not a trend that necessarily requires immediate action, but it is important to be aware that we will see much more use of AI in marketing tools.
2. Hyperpersonalization
Personalization has always been key in marketing. Campaigns tailored to specific customers are much more effective at driving conversions. But a recent trend in tech marketing is hyper-personalization, which takes personalization to an extreme level.
This level of personalization is made possible, in part, by the AI mentioned above. It relies on the use of advanced data analytics to personalize campaigns at an individual level. This can be reflected, for example, in web elements that adjust based on users’ past behavior.
Given the rise of this trend, it would be smart to invest in tools that allow you to improve personalization in your campaigns.
3. First-party data integration
Collecting data is crucial to driving successful marketing campaigns. And the best kind of data you can get is first-party data – data obtained directly from your customers’ interactions with your campaigns.
As such, integrating first-party data is becoming a bigger priority for marketers in 2024. Marketing technology companies are also improving their capabilities to collect this data, with platforms like Google Ads and Facebook Ads making it easier to use for more precise ad targeting.
To follow this trend, look for effective ways to collect more first-party data and use it extensively in your analysis.
4. Prioritizing return on investment (ROI)
Return on investment (ROI) has always been important, but it’s now gaining more attention in the tech marketing world. When you pay for a tool, you want to make sure it generates more revenue than it costs. If it’s not profitable, it’s not worth it.
Part of this focus on ROI is that companies expect to see substantial results in less time. If a tool doesn’t generate profits within a few months, many companies decide it’s not worth keeping.
Should you follow this trend? It depends on the tool. Some take longer to deliver results, but are still worthwhile. Evaluate each tool on its own merits to decide what kind of ROI to expect and in what time frame.
5. Customer data enrichment
Back to data, another big trend is customer data enrichment, which involves combining first- and third-party data to learn more about your audience. In other words, it’s about getting a wider variety of data to get a more complete view.
Many companies settle for basic data like age, gender, and behavior. But you can go further, collecting information like:
- Occupation
- Location
- Interests
The same applies if you’re selling to businesses rather than individuals. You need to gather information about the industries they belong to and their unique position within them. The more information you have, the more effective your marketing strategy will be.
6. Optimization for voice searches
Not all tech marketing trends are about the tools you use, but about the ones your audience uses. That’s why voice search optimization remains a key trend.
More and more people are using assistants like Alexa and Siri to perform online searches. This means that to stay competitive in SEO, you need to optimize for these searches.
The best way to do this is to focus on keywords that form complete sentences, particularly questions. Make sure you address those questions clearly and directly in your content.
7. More efficient data management
Given the importance of data in marketing, it is essential to manage it well. Repetitive, inaccurate or disorganized data will not be of much use.
One of the biggest trends is therefore a focus on efficient data management. This includes keeping data organized and cleaning it to remove inaccuracies or repetitions. Companies that do this are seeing significantly better results in their analytics.
8. Forecasts and predictive analysis
While this page talks about the future of marketing technology in general, it’s also important to consider the future of your individual campaigns. That’s why many companies are increasing their focus on predictive analytics, which uses past data to predict future outcomes.
Data forecasting is key to planning budgets, campaigns, and overall strategies. The more accurate your forecasts are, the better you can plan. Fortunately, advanced AI capabilities are making this process much easier.
