Those would remain the same factors. Marketing makes the altcoin gain more exposure and it than creates higher demand for the altcoin which would boost it's price. Market making would similarly grow the price for altcoins by expanding the demand.
Technology is behind the development of altcoin and it would always allow us to generate newer and advanced altcoins for the betterment of the community and it would keep on boosting the price for those. Cryptocurrency markets depend on the demand and supply factor as well know and it always derives the price for them above if the demand is higher. We could see the similar in the bull and bear markets.
In this way you can say that both works in parallel to boost the value of Altcoins. The whole crypto market is heavily influenced by the popularity it gain. As the more popular it become more people will invest, this would lead to the increase of prices and then results in benefits. This is one aspect of it now what leads to the popularity is the technology itself. The advanced and useful technology makes it popular and acceptable worldwide.