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5 key themes shaping the future of marketing

Marketers and business leaders came together at Zeta Live ‘21 to discuss the evolution to a digital-first world and trending topics on the future of marketing. From NFTs to first-party data to the Metaverse and everything in between, here are some of the conference’s most engaging themes that marketers can’t afford to ignore.

1. E-commerce enters the experience era

The last 20 years of ecommerce and the technological progress made within the industry have offered solely static experiences for consumers. Enter the “experience era.”

The experience era enables marketers to give consumers the branded experience they crave. In the What Comes Next for Social Commerce session, industry experts from Verishop, Snap Inc., ThirdLove, and Yahoo! explain what’s next, with emphasis on one-to-one interactivity, sustainability, the Metaverse, and livestream selling being the holy grails.

2. Web 3.0, NFTs, and blockchain technology go mainstream

Web 3.0 represents the next iteration of the evolution of the internet as we know it. Built upon the core concepts of decentralization, openness, and great user utility, the real value coming out of web 3.0 will be blockchain.

At the center of this blockchain technology now sits non-fungible tokens, better referred to as NFTs. In our session 2022: The Year NFTS Take the Mainstage, industry leaders from TIME and CNBC weighed in on the ability of crypto technology to create a new type of relationship with consumers through exclusivity. Michael Rubin, CEO of Fanatics, supported this positioning in his session on Sports Marketing in The Digital Era, sharing why he is launching NFT trading cards to strengthen the fan experience. While we’re still a few years out, NFTs and other Web 2.0 products platforms will inevitably disrupt the MarTech industry as we know it.

3. The next wave of customer engagement in the Metaverse

Despite an uptick in big news surrounding the Metaverse lately, the reality is that this shift to virtual experiences won’t come overnight. Bob Sherwin, CMO of Wayfair, noted in the session on The Future of Commerce & Creativity that the home goods brand has offered these experiences to its shoppers for years. Yet, the question of ‘when do consumers want to engage with it?’ still remains.

4. Identity plays a pivotal role in the digital economy

Identity-based marketing – especially through the use of first-party data – has become increasingly important as consumers accelerate their transition to digital for everyday conveniences, transactions, and social interactions.

In the session Navigating the Golden Age of Identity, marketing experts from Zeta, LiveRamp, AWS Data Exchange, and T-Mobile unpacked the significance of identity being the only thing that unifies the customer experience.

5. CDPs become the marketer’s North Star

Whether it’s added complexity that slows down processes, or siloed processes that lead to mono-channels, marketers are breaking through these roadblocks by implementing a Customer Data Platform (CDP) to power their martech stack. In the session Technology Bets for the Modern Marketer, industry experts from Carter’s, Email Connect, Healthgrades, and SIMON weigh in on the importance of having such a CDP platform at the core of their marketing infrastructure. 

Access all the Zeta Live ‘21 session recordings until December 17th by navigating to the “theater” area of our virtual experience here.

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