In an era where technology and marketing are intricately interwoven, staying ahead of the curve requires a keen understanding of the ever-evolving landscape of martech. 

Our Content Matters: Martech Trends 2023 Report sheds light on the challenges and transformative shifts reshaping the martech landscape. From trends in artificial intelligence (AI) to digital asset management (DAM), our findings provide valuable insights for marketers, executives, and tech enthusiasts alike.

Based on a comprehensive survey of 1,500+ marketers, our report offers a comprehensive overview of the trends, tools, and strategies that organizations are harnessing to create impactful marketing campaigns, foster customer engagement, and drive revenue growth.

Let’s dive in. 

Trends in AI

AI’s creative facets

One of the most intriguing revelations of the report is the multifaceted use of AI tools. From end to end, AI is assisting in the creative process. Forty-one percent of respondents use AI for design and illustration, 39% for social media asset creation, and 38% for writing copy. This redefines the role of AI from mere assistance to active collaboration in the creative process.

Expectations for AI integration

The pervasive enthusiasm for AI within the martech sphere signifies a paradigm shift. The integration of AI across platforms is no longer an option but an expectation. Platforms that fail to offer seamless AI integration risk losing their user base to competitors who do.

Investing in AI

Financial commitment to AI is another noteworthy trend. More than 50% of respondents anticipate investing more than $5,000 in AI tools this year. Remarkably, 9% expect this investment to exceed $50,000. This underscores the growing recognition of AI’s potential to revolutionize marketing strategies.

Widespread adoption of martech tools

As organizations seek to balance the need for data-driven insights with cost constraints, the importance of widespread adoption of martech tools is increasing. 

Platforms like WordPress VIP that democratize access and simplify workflows hold a competitive edge by empowering even non-specialists to harness the power of technology.

Digital asset management (DAM) insights

DAM technologies are playing a pivotal role in content management. 

The report identifies Cloudinary as the leading DAM technology with a 25% adoption rate, closely followed by Aprimo at 19%. The most utilized DAM features include storing/retrieving assets (40%), workflow management (38%), and optimizing assets (34%).

DAM adoption and company size

The use of DAM technologies varies across company size. Adobe dominates in larger companies, while Aprimo finds greater traction in smaller ones. This diversity showcases the need for flexible solutions that cater to diverse organizational needs.

Rapid growth in DAM adoption

The report underscores the rapid evolution of DAM adoption. In just a year, the percentage of respondents using DAM technology more than doubled, from 32% to 69%. We attribute this  growth to an increasing number of content creators within organizations, highlighting the necessity for streamlined asset management workflows.

Embracing data-driven strategies

The significance of data-driven strategies remains prominent, with 66% of respondents indicating that they work in data-driven organizations. 

Additionally, 22% express their organizations’ intent to embrace a data-driven approach, signifying the growing awareness of data’s role in shaping marketing decisions.

Explore the state of martech 

As the importance of content as a marketing tool increases, embracing AI, leveraging DAM technologies, democratizing tool usage, and following a data-driven approach become critical success drivers for modern organizations hoping to stay competitive. 

With that in mind, we now invite you to explore the trends and technology shaping today’s martech landscape—as reported by your peers—in our Martech Trends 2023 Report as well as our companion on-demand webinar.