MarTech, FinTech, MediaTech: Top Industries Trends for 2023
2023 presents many new challenges. There have been high-profile layoffs in the world's top companies, and the war in Europe in a pile with the economic recession is undermining business. How will the tech industry deal with new challenges and develop this year? What new things to expect, and what are the forecasts? And what should we be looking out for MarTech, FinTech, and MediaTech? Here are the top trends for each industry.
- Generative AI
- Personalization and zero-party data gathering
- No-code platforms
- Ecosystems & Communities
- No-code platforms
- Emerging technologies
- Blockchain and cryptocurrencies
- Regulatory technology
- AI-based solutions
- Contactless payments
- Digital-only banking
- Super apps
- Everywhere commerce
- Artificial Intelligence
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Given last year's rapid evolution of generative AI technologies, AI is expected to have a powerful effect on the MarTech industry in 2023. The successful use of AI tools is confirmed by the AI content platform Jasper, which raised $125M in the fall of 2022; Notion, the productivity application, which has seen users top 30 million in the past year, has implemented AI solutions into its software.
According to Scott Blinker, although such tools can generate different types of content, they are not meant to replace human creators. But they can become powerful assist tools to speed up content production and free up employees' time for high-level work.
The same applies to chatbots, which have become quite helpful virtual assistants for marketers and entrepreneurs during the last few years. It confirms the recently launched ChatGPT, a dialogue-based AI chat interface for the GPT-3 family of large language models. It uses machine learning and internet data to generate personalized and detailed responses to messages. Despite the limitations of this solution, such chatbots turned out to be a great communication channel that will continue to grow in 2023.
Personalization and Zero-party Data Gathering
Over the pandemic years, businesses have focused their efforts online. Due to the heavy presence of brands, getting the consumer's attention has become difficult. That is why a one-size-fits-all marketing plan is less effective in attracting the target audience's interests. Instead, personalization is the king, especially product recommendations and tailored content.
At the same time, due to global privacy regulations, collecting customers' data has become more difficult for businesses. The solution is a data value exchange. People will likely share their data in exchange for something valuable to them. Companies should give them the incentive to tell more about themselves. That allows finding the target audience's specific needs to create a personalized offer more likely to appeal to the consumer.
Ecosystems & Communities
According to Blinker, Adobe, Salesforce, and HubSpot have developed app ecosystems around core technologies for years. Nowadays, this also affects niche software tools, which offer libraries of apps that connect to their services.
In the long term, it's a win-win trend for all-size market players. It allows focusing on development and avoiding unnecessary competition. Moreover, once most of the tools in MarTech are surrounded by ecosystems, it permits extensive customization of each service.
Time savings and the ability to create products with no-programming skills by in-house specialists are significant advantages of low or no-code platforms. Tools like HubSpot CMS, Webflow, and more are easy-to-integrate with other instruments and can be mastered quickly. They give marketers the power to build apps, experiences, etc., to be flexible, and improve the speed of applications.
According to Blinker, the main idea of no-code platforms is to enable nonspecialists to cover their needs across a wide range of things. He also believes that the potential of no-code tools continues to increase.
Despite a vast Web3 and metaverse announcement at the beginning of 2022, they remained experimental and will not have a global impact on the industry in 2023. Even more, according to Blinker, they may even be the anti-trend of the year.
Instead, VR, AR, and NFTs technologies are developing and improving daily. According to the Gartner survey, more than 59% of marketers are interested in exploring and implementing these emerging technologies.
Blockchain and Cryptocurrencies
Blockchain technology is capable of securely storing data as well as conducting reliable transactions without third-party involvement. In addition, many FinTech organizations use blockchain to simplify business processes, reduce fraud risk, and more.
According to PwC analyses, blockchain technologies could boost the global economy by US$1.76 trillion over the next decade. The banking industry holds the highest distribution of blockchain market value (29.7%) and is continually growing. Consumers increasingly use blockchain wallets (jumping from 8 million worldwide in 2016 to 68 million by 2021). Thus, it can be expected that blockchain technology will gain a powerful impact on FinTech and promote innovation in various fields.
Regarding cryptocurrency, there was a collapse in the cryptocurrency market last year. However, the fall of the crypto world was largely dictated by the state of the global economy. At the same time, blockchain technology, on which cryptocurrency is built, continues to develop and show prospects in various areas.
A recent PR Newswire study shows crypto's value in the global market. More than 52% of respondents consider crypto an alternative to traditional ways of sending money abroad. That's not all, though. In 2021, Mastercard announced the launch of credit and debit cards with crypto conversion into traditional currency. And in October 2022, Google announced a collaboration with the well-known cryptocurrency company Coinbase.
Thus, in 2023, cryptocurrency and blockchain will be a substantive component of the FinTech industry.
RegTech is a subgroup of FinTech that uses technology to oversee regulatory procedures. RedTech companies tackle the industry's most serious challenges, including tracking, reporting, and compliance.
An increasing amount of regulation in the FinTech industry is a prerequisite for the rise of RegTech. Companies face higher compliance costs and considerable fines for non-compliance. Thus, the demand for companies that will cover this need is increasing.
It is expected that the RedTech market will grow to $44 billion by 2030 (compared to $8.2 billion in 2021). Therefore, compliance software can be considered one of the main trends of 2023, especially for the B2B FinTech industry.
AI-based solutions allow the automation of complex and costly processes. In finance, AI supports chatbot interactions, personalized customer service, and more. AI also helps financial institutions combat cybercrime, money laundering, and fraud.
The presence of AI in the industry is expected to increase by 25% over the next two years. The highest growth is primarily expected for AI Decision-making and Conversational AI.
Contactless payments have steadily risen since the COVID-19 pandemic. According to the Payments in Unattended Retail study, the number of contactless transactions increased by 11% from 2020 to 2021 and continues to grow. Consumers use NFC or RFID technology to “tap to pay,” such as a credit or debit card with a chip or a mobile wallet.
This trend will continue in 2023. A new report from Juniper Research says that cashless transactions will grow to 92% (from 26 billion in 2021 to 49 billion in 2023). In addition, tokenization reduces the number of payment security requirements. That means that in 2023 tokenization will become more widespread (up to 99%).
Digital-only banks show the potential to replace traditional institutions due to numerous advantages, for example, simplified paperwork, minimal fees, few-clicks operations, and more.
In fact, by 2024, 2.5 billion people worldwide are expected to use digital-only banking. Thus, professionals with expertise in software development will be in high demand as more digital applications launch to the market.
Gamification is how media and entertainment engage audiences with a unique experience. Here are some successful cases from top market players for 2022:
- Spotify acquired Heardle, a music-based game that asks users to guess a new song daily.
- The New York Times has acquired the word game Wordle.
- Samsung launched an Xbox App, a streaming app for Samsung 2022 Smart TVs that allows connecting a Bluetooth controller and playing without Xbox.
AR and VR technologies also show tremendous potential. In 2020, the VR industry earned $1.8 billion in revenue. It's expected that by 2024 VR revenues will exceed $12 billion. In addition, Google, HTC, and Apple are releasing VR headsets in 2023 that will likely make the VR experience more immersive and comfortable. Thus, AR and VR are set to become one of the fastest-growing areas over the 2020-2025 period.
Simplifying and improving user experience is one of the main trends of 2023. According to a recent report by Dentsu, that's all about super apps, that is, apps that mix different functions. For example, they can combine messaging, commerce, bookings, and payments. This way, the user doesn't need to download many specialized applications and can complete all they planned in one place.
An example of this is TikTok. It has evolved from a video content app to one including commerce and video streaming. And recently, the parent company has trademarked TikTok Music in several markets, including the United States.
According to a new study by Grand View Research Inc, the size of the global social commerce market will grow to US$6,243.94 billion by 2030. In addition, from 2023 to 2030, the average annual growth rate is expected to increase to 31.6%.
Entertainment combined with impulse buying habits is driving demand for social commerce. Nowadays, shopping has become more accessible than ever — just a click away. Brands should use this tendency to create shopping offers adapted to different devices.
One of the options is Smart TV. According to Hub’s study, 62% of US households use Smart-TVs — up a third from 2020. Thus, businesses should consider setting up specially adapted stores. It will allow consumers to buy without switching to third-party services.
The media industry works with a lot of content, and often this data needs to be more structured. In turn, this opens up great opportunities for the implementation of AI. It can be an excellent tool for searching, filtering, and verifying data, which will speed up and improve the work of media industry specialists.
What's more, AI can help with personalization. Algorithms can collect user data and generate more relevant advertising and content according to the interests of a specific audience.
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