It’s been another year of growing sophistication across the marketing technology landscape. As artificial intelligence (AI) and advanced automation progress, capabilities being introduced into the ever-growing array of martech stacks and customer engagement technologies is exploding. In the second of our special edition predictions reports, CMO takes a look at what’s in store for marketing technology innovation and utilisation in the coming year.

All the latest martech and adtech news this week from Criteo, Dynata, mParticle, Adobe, Influitive, Optimus Analytics, Integral Ad Science, Channel Factory, LiveRamp and Lotame.

As the industry shakes off a second year of adapting to global pandemic conditions and an ever-more digitally savvy and socially aware consumer, it’s clear digital marketing faces another evolution in 2022. CMO has canvassed a wide array of predictions from across the industry to find out what’s on the cards for digital marketing in 2022.

Southern Cross Austereo (SCA) is branding its new partnership with contextual intelligence platform, NumberEight, a direct response to growing impetus for alternative digital advertising solutions that meet tighter privacy regulations and forthcoming iOS updates.

Sound and ethical corporate values, transparency and giving control back are all key to building consumer confidence around the way their personal data is used in digitally, a new report has highlighted.

There aren’t too many organisations that can claim every single person in Australia as a customer. But that’s exactly why Australia Post CMO, Amber Collins, is so set on putting customer thinking front and centre in every strategic choice and decision she and the group make.

Some retail tech companies hope you’ll take it at face value when they tell you how good their solutions are. Others rely on their clients to do it for them. But Australian-born customer data and experience platform, Lexer, has gone one step further to show how strong its tools are, by building its own retail brand.

Less than one in two marketers globally surveyed in a new Capgemini report say their teams are using data to decide a go-to-market strategy for a new product or services.

Fast-growing, independent telco, Mate, has signed up with SourseAI to synthesise Mate’s customer data and combine it with market data. The results include defined audience segments, characterised personas and customer and market behaviour insights as the basis for a brand refresh, customer engagement strategies and product development.

Ever-sophisticated use of intent data and predictive intelligence, along with a stronger emphasis on marketing’s contribution to revenue, are firmly in the sights of Boomi’s marketing chief as she looks to fuel growth at the tech vendor.​

Mining through the ‘minutiae’ of seemingly niche cultural phenomena could provide marketers with the toolkit for far stronger and more impactful engagement with consumers than purely relying on digital or survey data.

Comparison services provider, iSelect, has highlighted Australia’s Consumer Data Right (CDR) legislation as its next big customer growth opportunity and an instrumental part of its five-year strategy.

More than three-quarters of digital marketers are finding customer expectations harder to meet than a year ago, according to the latest State of Marketing Report from customer relationship management (CRM) platform, Salesforce.

More than $160 million in incremental turnover and a seamless connection between physical and digital customer engagement are just some of the big wins for Tabcorp since kicking off its best-in-class personalisation program.

Advertisers are increasingly looking to take direct control of their media spend and they’re looking for more ways to harness first-party data to improve these advertising efforts, a new report finds.

More than 30 per cent uplift in revenue off email marketing, customer lifetime value improvements and omnichannel campaigns are a few of the early wins for Australian activewear and gym apparel brand, Ryderwear, after overhauling its customer and marketing technology stack.

​A 30 per cent increase in free range chicken buyers and a 72 per cent lift in new brand buyers are two standout results for Ingham’s chief marketing officer, Seb Brandt, from its first audience-led outdoor campaign.

Against all odds, the Tokyo 2020 Olympic and Paralympic Games are on. To many, this will be thrilling, surprising or even shocking. To advertisers, it will be unprecedented. And to the athletes, the culmination of hard work against the most difficult of olds.

More extensive and informative customer sentiment analysis, improved engagement through personalised next-best actions and content gap recommendations are the big wins Tourism Australia is seeing after investing in chatbot technology.

10 Viacom CBS has joined forces with LiveRamp to allow advertisers to connect first-party data with the media company’s audiences and improve insights when executing and reporting on BVOD and digital campaigns.

Livestock farm management platform, AgriWebb, has gone from startup seven years ago to having 15 million head of livestock under management across more than 30 million hectares in Australia alone. That’s not including the farmers using its platform in the UK, South Africa and, soon, the US, where it has just opened an office in Denver, Colorado.