Seeing you transform your world every year for budgetary, technological or resource reasons, and yet still stay there and do your job every morning, that commands respect. That's why we award each of you a gold medal!
At Actito, we are committed to understanding your issues australia whatsapp number data 5 million and supporting you in your daily challenges. Our mission is to provide you with the tools and expertise necessary to excel in your profession and create memorable customer experiences. Your success is our greatest pride and our reason for being.
2. First-party data, in silver
In second place, we find first-party data or proprietary data . A crucial issue since 2024 will be marked by the "cookie apocalypse", in other words the gradual disappearance of third-party cookies. Consequence: it will be increasingly difficult for brands to precisely target their audiences.
The solution? Reinvest in CRM and first-party data acquisition . First-party data is the data you have and that comes directly from the consumer. The data they give you, that they share with you to do something with it. The only solution is to reinvest in CRM and data acquisition. I am thinking in particular of Qualifio, a sister company of the QNTM group specializing in data collection.
3. The canals, the bronze that counts
On the third step of the podium, we find channels . A subject that has been somewhat eclipsed in recent years by themes such as data or CDP (Customer Data Platform). However, delivering the message to the consumer remains more essential than ever. If we don't deliver the message, everything we did before is strictly useless. We must reinvest in channels.
This reminds me of Jacques Brel and his famous "Le plat pays": "With a sky so low that a canal is lost, that a canal is hanged..." Well that's it, the canal is lost. It went out the door but it comes back through the window! In short, the canals remain essential in customer relations .
4. Le SwaS (Software with a Service)
Fourth trend that I identified: SwaS , for "Software with a Service". Or how to rethink the relationship between technology and service. SaaS is a thing of the past. SwaS is modern, it is software with a service.
Observation: while MarTech solutions continue to gain in complexity and functionality, companies are struggling to keep up in terms of skills and resources. We don't have the talent to do it. Hence the emergence of a new type of AI that I call " agentic AI ", which will support marketers by automating certain time-consuming tasks. Get ready to work with a marketing robot in the coming years!
5. Generative AI
Generative AI , the "elephant in the room" that everyone is talking about... but which still raises many questions. Despite the 3,000 AI solutions that have appeared in one year, concrete and mature applications are still limited.
Several obstacles explain this situation: cultural obstacles (lack of knowledge of the subject), legal obstacles (GDPR) but also doubts about the capacity of AI to produce truly personalized and relevant content. We have seen a lot of images that make you feel sick, a lot of texts that don't rhyme with much... We are in a somewhat mixed situation. But I am convinced that generative AI will gain maturity in a few years.
6. Le composable et le "best-of-both"
The penultimate trend in my ranking: composable , which refers to the notion of a MarTech "stack", in other words the set of solutions that make up a company's ecosystem. A subject that has evolved a lot in recent years.
Before, there were two worlds: the "best-of-suite", with a single solution supposed to do everything, and the "best-of-breed", with cutting-edge solutions that each meet a specific need. Today, we have moved on to the " best-of-both ", the best of both.
Concretely, this means that 80% of companies no longer hesitate to assemble technological bricks from different universes, for reasons of cost, efficiency or ease of use. The status quo is no longer possible, you have to optimize your stack . A trend that will continue in the years to come.
7. The MarTech market as a whole
Last but not least, the MarTech market as a whole continues to grow at a frantic pace. With 14,000 solutions listed in 2024 (compared to 11,000 in 2023), an increase of 30% in one year, it is difficult to ignore the phenomenon.
A market characterized by a double movement: an atomization , with many small players positioned on micro-issues, but also a consolidation around large platforms and their ecosystems. Result: MarTech now weighs 30% of companies' marketing budgets ... and that's just the beginning! In the long term, marketing will become a component of MarTech, and not the other way around.
In conclusion, I would like to reaffirm Actito's desire to be the trusted partner of marketers in the face of these profound changes. Our commitment is to provide you with an innovative platform, expert advice and personalized support to help you make the most of the opportunities offered by MarTech.
Together, let's continue to push the boundaries of marketing and create ever more relevant and engaging customer experiences. The challenges are many, but I am convinced that with the right dose of creativity, technology and humanity, we have all the assets to succeed.
Thank you for your trust and loyalty. The Actito adventure is just beginning and it is with you that we want to write the next chapters of this exciting story. Join us now to put these trends into practice and prepare the future of marketing
