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In order to stay ahead of the curve, companies must continuously update and adapt their strategies. The ever-changing landscape of marketing means that there are always new tools to explore and new ways to reach and engage with customers. In the coming years, commerce is going to look quite different than it does today. It will be powered by cutting-edge technologies that will take the industry to a new level. In 2023, you will be able to reach your clients more effectively with MarTech (marketing technology) and target your ads better with AdTech (advertising technology). Customer Data Platforms (CDP) will help you collect and manage customer data more efficiently, AI (artificial intelligence) will automate your marketing tasks and SuperApps like Rakuten Viber will help you reach your clients on their mobile devices.With the increasing popularity of digital and <a href="https://www.forbusiness.viber.com/en/blog/post/trends-that-are-shaping-the-mobile-marketing-industry-right-now/">mobile marketing</a>, it is no surprise that MarTech and AdTech are two of the most important tools in a company’s toolbox. They allow businesses to automate and optimize their marketing efforts, making it easier to reach and engage with customers. A customer data platform is another powerful instrument. It helps businesses collect, manage, and analyze information about their clients, which can be used to understand their behavior, preferences, and needs. With a CDP, businesses can segment their audience and create targeted marketing campaigns that are more likely to result in conversions. Meanwhile, AI is a tool that can be to create targeted marketing campaigns, personalize content, and even predict customers' actions. With AI, businesses can save time and resources while still delivering high-quality marketing messages to their clients. For those who want to stay ahead of the competition, in this article we talk about some of the most important tools to have in your marketing toolbox in 2023.<h2 style="text-align:justify;">The Future of Marketing &amp; Advertising: MarTech &amp; AdTech</h2>The internet has drastically changed the way we do business. In the past, companies would rely on traditional marketing techniques to reach their target audience. However, with the rise of technologies, brands now have access to a whole new world of marketing and advertising opportunities. This is where MarTech and AdTech come in. While not new in 2023, now they are becoming absolutely essential to a successful marketing campaign. AdTech is focused on the advertising aspects of marketing, such as creating and managing campaigns, measuring results, and optimizing for conversion. MarTech, on the other hand, is all about the technical aspects of marketing, such as managing customer data, developing new generation of website platforms, and automating marketing processes. Both AdTech and MarTech are necessary for a comprehensive and successful strategy. By using these technologies, businesses can more effectively reach their target audience and track the results of their marketing and advertising campaigns.The continued evolution of MarTech and AdTech is an amazing thing to watch. And, it's inevitable. As the world becomes more connected, the need for more sophisticated marketing and advertising tools will only continue to grow. Luckily, these industries are always progressing to meet the needs of the ever-changing marketplace. Some of the most recent innovations in MarTech and AdTech include integration of artificial intelligence (AI) and machine learning (ML) capabilities. These technologies are being used to help businesses automate tasks, personalize messages, and better target prospects and customers. Additionally, they are helping brands to track and measure results like never before.As these industries continue to grow and change, businesses will need to be sure to keep up with the latest trends and best practices. Additionally, they will need to be careful not to over-invest in these tools and technologies. However, the benefits of MarTech and AdTech far outweigh the challenges. These industries are helping companies to reach new heights and connect with their customers in ways that were once impossible. As they continue to grow and evolve, the possibilities are endless. From data-driven insights to AI-powered automation, the latest MarTech and AdTech tools are helping marketers and advertisers stay ahead of the curve and deliver more engaging, more effective campaigns. Here's a look at some of the most exciting developments in the field:<ul><li style="text-align:justify;">Data-driven insights: Information is becoming increasingly important in the world of marketing and advertising. With the help of data-driven insights, marketers and advertisers are able to better understand their audiences and deliver more relevant, targeted campaigns.</li><li style="text-align:justify;">AI-powered automation: AI is changing the way marketers and advertisers work, making it possible to automate many tasks that were previously manual. It can help brands save time and improve efficiency, allowing them to focus on more strategic tasks.</li><li style="text-align:justify;">Virtual reality: VR is starting to make its way into the world of marketing, giving advertisers a new way to engage with their audiences. It can be used for everything from product demonstrations to immersive brand experiences, and it's only going to become more popular in the years to come.</li><li style="text-align:justify;">Augmented reality: AR can be used to enhance traditional marketing materials like print ads and billboards, giving them a more interactive and engaging experience.</li></ul>These are just a few of the many exciting developments in the world of MarTech and AdTech.&nbsp;The crucial thing is to choose the right tool for your project. There’s no point in investing in AdTech if you’re not going to use it to its full potential. And there’s no point in financing MarTech if you’re not going to use it to support your marketing initiatives. Each instrument has its own strengths and weaknesses, so it’s important to choose the right one for you. Base your choice on your goals, your target audience, the type of data you need to track, and, of course, your budget. If you’re not sure which tool is right for you, speak to a marketing expert who can help you make the best decision for your business.&nbsp;Plus, to get better results, don't be afraid to integrate all of your MarTech and AdTech tools with each other and with other systems. This will help you work more efficiently and effectively, and avoid duplication of effort. With the wide availability of APIs, this should be possible with most platforms. Some of the benefits of this strategy include higher efficiency and productivity, better data quality, greater insights into your marketing campaigns, and improved decision making. Plus, it can help businesses get a more holistic view of their customers and their needs and save time and money by automating some of the more tedious and time-consuming tasks. As the world of advertising continues to evolve, so too will the technologies that power it.&nbsp;The industry is being inundated with new software and tools, each promising to revolutionize the way businesses operate. It can be difficult to keep up with the latest advancements, but it’s important to stay ahead of the curve if you want to stay competitive. At Rakuten Viber, we do our best to keep our followers updated on what’s new and interesting. <a href="https://b2b.viber.com/newsletter-opt-in">Sign up for our newsletter</a> and follow <a href="https://www.linkedin.com/company/rakuten-viber">Rakuten Viber on Linkedin</a>.<h2 style="text-align:justify;">Customer Data Platforms: A Modern Approach to Marketing</h2>Before we talk about data, it’s important to mention that we always advocate for getting customer consent – it is very important that your audience knows what data you are collecting, how you will be using the data, and how they can remove their information from your database.If you’re a business owner or a marketer, you understand the importance of having a single, centralized view of your customer. But you may not know how to get there. A customer data platform (CDP) is your best friend when it comes to working with client information. It collects data from multiple sources and unifies it into a single picture. This gives you a complete image of your audience so you can deliver more relevant, personalized messages. It is a centralized system that gathers data from various sources and provides a 360-degree view of the customer. This information can then be used to create targeted personalized marketing campaigns and improve your relationship with your audience.Your business will get many benefits when using a CDP, including:<ol><li style="text-align:justify;">Improved customer experiences: With a complete view of the client, you can deliver more interesting experiences that improve their satisfaction and loyalty.</li><li style="text-align:justify;">Increased marketing efficiency: You can avoid duplicate efforts and work with your budget more effectively.</li><li style="text-align:justify;">Greater insights: A CDP gives you access to rich customer information that can be used to generate insights that improve your strategy.</li><li style="text-align:justify;">Enhanced security: A CDP can help you keep your customer data safe and secure, ensuring compliance with privacy regulations.</li></ol>There are different types of customer data platforms, each with its own set of features and capabilities. The most common type of CDP is a marketing-focused one, which is designed to help you segment, target, and personalize your marketing efforts. Other types include data management-focused CDPs, which help organizations manage their customer data, and analytics-focused ones, which help organizations analyze it.There are many different types of CDPs on the market, so when you want to choose the right one for your business, there are a few things to consider:<ol><li style="text-align:justify;">Data sources: Make sure the CDP you choose can collect data from all the sources you need, including your website, CRM, and social media.</li><li style="text-align:justify;">Data types: Choose a platform that can handle all the different types of information you want to collect, including demographic data, behavior data, and transaction data.</li><li style="text-align:justify;">Analytics: Select a CDP that includes powerful analytics tools to help you generate insights about your customers.</li><li style="text-align:justify;">Integration: Pick a platform that can be easily integrated with your other marketing tools and systems.</li><li style="text-align:justify;">Support: Look for a CDP provider that offers excellent customer support in case you need help using the tool.</li></ol>When you’re ready to take your marketing to the next level, a customer data platform is a way to go. By unifying your client information, you’ll be able to deliver more relevant, personalized experiences that improve the satisfaction and loyalty of your audience.Our Rakuten Viber business clients that use a CDP, consistently report much better results thanks to their use of more targeted content and communications.<h2 style="text-align:justify;">How Artificial Intelligence Will Change the Way We Market</h2>Artificial intelligence is already starting to change the landscape of marketing as we know it. Businesses are beginning to leverage it in order to automate marketing tasks, personalize content, and improve the overall effectiveness of their campaigns. As AI continues to evolve, we can only expect that its impact on marketing will become even more pronounced. And in the not-so-distant future, it may very well become the driving force behind the most successful campaigns. If you're not already using AI in your marketing, now is the time to start. Those who fail to do so will likely find themselves at a serious competitive disadvantage.&nbsp;In recent years, the role of AI in providing marketing insights has become increasingly important. By analyzing large data sets, it can help brands better understand customer behavior and preferences. Additionally, AI can be used to automate tasks, such as email marketing and social media campaigns. By using it to provide marketing insights, businesses can improve their strategies and better target their audience. By analyzing customer data, AI can help marketers to identify patterns and trends that would otherwise be difficult to spot. This allows brands to create targeted campaigns that are more likely to resonate with customers. Overall, AI is providing a major boost to the field of marketing. By helping businesses to better understand their clients and to create more effective campaigns, it helps to drive better results.There are many different types of AI-powered marketing tools available to businesses today. Here are some of the most popular ones:<ol><li style="text-align:justify;">Chatbots: <a href="https://www.forbusiness.viber.com/en/chatbots/">Chatbots</a> are AI-powered software programs that can mimic human conversation. They're commonly used to provide customer support or lead generation. Chatbots have evolved significantly over the years, from <a href="https://www.forbusiness.viber.com/en/blog/post/the-chatbot-evolution-from-simple-interactions-to-sentient-like-conversations/">simple interactions to sentient-like conversations</a>.</li><li style="text-align:justify;">Predictive analytics: Predictive analytics uses past data to make predictions about future behavior. It can be used to identify trends, optimize campaigns, and personalize messages.</li><li style="text-align:justify;">Customer sentiment: AI can be used to analyze large amounts of data to understand customer sentiment as well as track brand mentions.</li><li style="text-align:justify;">Email marketing: Email marketing tools can use AI to personalize messages, target specific customers, and automate send times.</li><li style="text-align:justify;">Ad targeting: Ad targeting tools use AI to target ads to specific customers based on their past behavior, thus improving ad relevance and click-through rates.</li></ol><figure class="image"><img src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/Examples_of_AI_powered_Viber_chatbots_401285f6df.png"><figcaption>Examples of AI-powered Rakuten Viber chatbots</figcaption></figure>If you're not sure which AI-powered marketing tool is right for your business, ask around for recommendations. Talk to other businesses in your industry and see which tools they're using. By taking the time to consider your business goals, budget, and team’s skills, you can narrow down your choices and find the AI-powered marketing tool that’s right for you. By keeping these factors in mind, you can be sure to find the perfect solution for your business.<h2 style="text-align:justify;">Rakuten Viber: The Perfect Marketing SuperApp</h2>In a rapidly developing world, people are constantly on the lookout for new ways to stay connected with those who matter most. Rakuten Viber is a SuperApp that changes the game when it comes to communication. It offers instant messaging, calls, video calls, and more, all in one convenient app. With Rakuten Viber, people can connect with anyone in the world, whether they are a friend, family member, or colleague. Rakuten Viber is proud of our commitment to security and privacy. With end-to-end encryption, you can be confident that your private conversations are protected, and with encryption it transit we provide the <a href="https://www.forbusiness.viber.com/en/blog/post/how-brands-can-find-the-most-secure-messaging-app-for-business-use/">highest possible security for your business</a> messages. Besides this, with our recent launch of <a href="https://www.forbusiness.viber.com/en/blog/post/rakuten-viber-to-launch-payments-for-secure-app-based-transactions/">payments on Rakuten Viber</a>, customers in select countries can easily and securely make payment within Rakuten Viber. The new service enables users to make payments, purchases, and free peer-to-peer transfers—all without leaving the comfort of their Rakuten Viber app.No wonder businesses from all over the world choose Rakuten Viber as a perfect platform to connect with customers. Here are some of the features that make it ideal for marketing:<ol><li style="text-align:justify;">Reach a global audience. Viber lets you reach out to people all over the world with your marketing.</li><li style="text-align:justify;">Connect with customers on a more personal level. Our messaging platform lets you have <a href="https://www.forbusiness.viber.com/en/blog/post/how-to-create-effective-customer-conversations-with-viber-business-messages/">one-on-one conversations</a> with your audience, which can help build relationships.</li><li style="text-align:justify;">Send engaging content. With our app, you can send images, videos, gifs to your clients. This makes it easy to create engaging content that will capture their attention.</li><li style="text-align:justify;">Stay top of mind. Rakuten Viber’s notifications ensure that your messages will always be seen by your contacts, keeping your brand afloat.</li><li style="text-align:justify;">Track your performance. Our built-in analytics let you see how your messages are performing, so you can adjust your strategy on the fly.</li></ol>Rakuten Viber is a powerful marketing tool that offers a variety of features perfect for marketing purposes. Its user-friendly interface makes it easy for businesses to create and manage their campaigns. If you are searching for a cost-effective and powerful marketing instrument, Rakuten Viber is the right choice for you. With our app, businesses can reach a wider audience, build strong relationships with customers, and stand out from the competition.As the world of marketing and technology continues to evolve, it's important for businesses and marketers to keep a pulse on the latest tools and trends. The MarTech and AdTech landscape is always changing, and new platforms and technologies are emerging all the time. Messaging apps can be a powerful, innovative tool bringing businesses and their customers together. Rakuten Viber has a wealth of experience doing just that, and this expertise—along with a rich messaging platform, of course—is what we offer to our clients.

2023 Marketing Toolbox: MarTech and AdTech, CDP, AI, SuperApp

2023 marketing toolbox. Martech, adtech, the rise of personalization, SuperApps, and AI

2023 Marketing Toolbox: MarTech and AdTech, CDP, AI, SuperApp

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