With a new year comes new marketing technology (martech) and advertising technology (adtech) trends and predictions. In 2019, we saw that personalization is still very top-of-mind for marketers. In 2019, 78% of internet users in the United States said that hyper-personalized content from brands or companies increases their purchasing activity. Additionally, further advancements in AI resulted in increased adoption of conversational marketing tactics and chatbots.

A State of Conversational Marketing report from Drift found that only 14% of people prefer filling out a website form over using a chatbot. In 2019, we witnessed a trend around location-based marketing and advertisements. This can be attributed to advancements in beacon technology and proximity marketing. Beacon marketing uses physical devices in a specific area, allowing marketers to target people within range of the beacon; proximity marketing helps marketers target campaigns to consumers using geolocation technology.

For 2020, our focus will revolve around programmatic advertising, contextual ad targeting, the customer data platform (CDP) software market, and immersive, experiential marketing tactics. This article will provide a high-level summary and prediction for each trend. Throughout the next few weeks, a new article will be published with a deeper dive into each trend.