In a digital marketplace, it’s essential for agencies to leverage the latest software and technology tools to plan, carry out, track and measure their marketing campaigns. From artificial intelligence tools focused on communication to CRM software, the right martech stack can ensure agencies stay on top of their rapidly changing industry and continue to delight clients.

Martech tools and trends constantly expand and evolve, so keeping a sharp eye on new and upcoming developments is essential. Below, 13 members of Forbes Agency Council discuss some of the latest trends in martech that are impacting the industry (or soon will be) and how agencies leverage them.

1. Conversational AI

One of the latest trends in martech is the use of conversational AI—chatbots and virtual assistants in particular. By simulating human conversation, these technologies allow businesses to interact with customers in a more natural and personalized way. Agencies can train conversational AI models to handle more complex tasks and improve the customer experience. – Venkata Bhonagiri, Mindshare

2. Big Data

Advancements in big data will surely be among the hottest trends in 2023. Investing in platforms and tools that allow for expanding target markets at scale while delivering a new level of personalization to those markets can help agencies deliver results and value to clients. The marketing possibilities embedded in AI and data analysis technologies are on the brink of advancement. – Kathleen Lucente, Red Fan Communications

3. A Shift To Search, Demand-Generation And Performance-Driven Channels

Brands are realigning their spending, moving from big brand awareness campaigns to search, demand-generation or performance-driven channels. This will be a significant shift in 2023. Brands and their agency counterparts in competitive and crowded markets, such as direct-to-consumer, are going to need to shift their focus to measurable results and must prove to business leadership that their marketing spending is producing an ROI. – Ajay Gupta, Stirista

4. A Focus On CRM Improvement

Companies are now paying more attention to customer relationship management technologies to ensure they get the most out of their investments. Though a CRM is nothing new, a functional CRM connects the marketing, sales and service teams and grows a business. Companies are spending more time improving how their CRMs perform and giving more resources to employee training to maximize their value. – Jonathan Franchell, Ironpaper

5. Voice Search Optimization

Voice search optimization refers to optimizing a website, content and other digital assets for voice search queries. More people are using voice assistants such as Amazon Alexa, Google Home and Siri, and they are using voice commands to search for products and services. Brands are optimizing their content for voice search to make it easier for customers to find their products. – Candice Georgiadis, Digital Day

6. Balancing Demand Generation And Demand Capture

A key trend brand marketers are focused on is finding a balance between demand generation and demand capture. Marketers are measuring the full-funnel impact of their efforts and are investing in high-impact omnichannel campaigns that utilize data-driven targeting. Agencies that can use data to deliver better experiences for consumers will deliver better business outcomes for brands. – Dennis Cook, Nexstar Digital

7. Tailored, Real-Time-Relevant Content

Instead of replacing the crumbled third-party cookies, tailor content to present minimal but relevant data in near-real time. Call tracking and/or conversation intelligence tools such as Invoca and Salesken can create detailed customer profiles. Using this data across Adobe, LiveRamp, MailChimp and/or HubSpot platforms can drive targeted, agile campaigns across search, social and display channels. – Rohit Kumar, Zensciences Business Solutions Pvt Ltd

8. Leveraging Google’s Response To New Technologies

For the first time in a decade, Google is facing legitimate business challenges. Google’s last threat was apps; the company has been slowly diminishing that threat through its efforts to improve the mobile Web experience (AMP, Core Web Vitals, Signed Exchanges and so on). AI—specifically ChatGPT—is the latest threat. How Google combats it will open up new opportunities for agencies to leverage (to be determined in 2023). – Toren Ajk, TAC Marketing Group

9. Interactive Marketing

Interactive marketing may not be a new concept, but we can expect it to dominate martech in 2023. Agencies can leverage this trend by creating high-quality, relevant and branded interactive content, such as quizzes, games and calculators. This creates a great opportunity to engage potential customers while providing you with a highly shareable piece of content to attract a wider audience. – Adam Binder, Creative Click Media

10. A ‘Video First’ Mentality

Embrace a “video first” mentality, prioritizing video content over other media. Video content is no longer as costly and time-consuming to create and distribute as it has been, and social and search platforms are increasingly placing a higher value on video. As a result, brands must focus on video’s ability to offer more information with greater retention more quickly and cost-effectively. – Jonathan Schwartz, Bullseye Strategy

11. A Greater Focus On Customer Data And Identity

With third-party cookies going away and new data privacy standards taking shape, a traditional martech and/or adtech stack will change, along with the processes that agencies have become accustomed to. Agencies will want to follow the evolution of data collaboration and ID resolution and have a good grasp of concepts across the landscape of identity partners, customer data platforms and data clean rooms to future-proof their offerings. – Maria Orozova, MODintelechy

12. Centralizing Customer Data For More Personalized Experiences

There will be growth in customer journey orchestration—which is a fancy way of saying “personalization.” But truly personalizing experiences often requires an entire rethinking of customer data. I expect more businesses to centralize data and deliver remarkably personalized experiences. Smart agencies should be helping their clients with this process now. – Gyi Tsakalakis, AttorneySync & EPL Digital

13. Ungated Content That Facilitates Customers’ Outreach

The latest tech will do away with long lead forms and unwanted sales emails. Marketers will drop the gates from content and incorporate tech that allows buyers to reach out directly. Instead of gating an asset, the tech will allow readers to text, chat, call or email a specialist about that particular topic. It lets your prospects reach out how, when and where they’re ready. – Beth Newton, alpha | BRAVO

The following Expert Panel, from 2023 provides their research perspective. HERE