Number of MarTech tools available in recent years
Posted: Thu Dec 26, 2024 10:03 am
Marketing technologies (MarTech in Digital Transformation ) have become an inseparable element of modern marketing over the past few years. They have influenced not only the change in the way of communicating with the customer, but also the efficiency of enterprises, including primarily the automation of marketing and business processes within the company. Today, MarTech is considered a subsector of the economy, which includes entities offering technological solutions supporting marketing at one of three levels: operational, tactical or strategic.
Number of MarTech tools available in recent years
The number of solutions currently available on the market is estimated at around 7,000, but this does not include technologies developed at the regional level, dedicated to a given industry, applications built within specific platforms, and many others. For many years, Scott Brinker has published an annual map of martech solutions ( Marketing Technology Landscape ), which perfectly illustrates the dynamics of the development of this sector. When he started the project in 2011, the map had 150 solutions, and the year-on-year growth was in double digits, as shown in the figure below. It was not until 2019 that a certain slowdown occurred, although the reasons should be sought primarily in the development of local and ready-made technologies, adapted specifically to the needs of customers.
MarTech Tools
The number of solutions available on the market is huge and it seems that there is no longer an area in marketing that is not supported by technology. Companies can choose from them those that suit them best in terms of the offered functionalities, implementation model and implementation and maintenance costs. However, before estonia whatsapp data this happens, managers should first of all understand their business needs well, analyze whether the technology under consideration meets them and have a clearly defined and measurable goal they are striving for. We are talking about a well-prepared business plan and implementation strategy. MarTech tools create a unique ecosystem in a given company, and the element that unites them is data. The lack of a vision for the integration of individual elements can be disastrous for the company in terms of both costs and business.
Digital Hub as a center for implementing MarTech technologies.
According to Gartner's report, "The CMO Spend Survey 2018-2019", marketing budgets remain at a similar level to revenues (11.3% in 2017 and 11.2% in 2018), although there have been minimal declines for the past two years after three consecutive years of growth. Marketing technologies remain the largest source of investment, currently consuming about 29% of the marketing budget, compared to 22% in 2017. The "State of Marketing Technology 2019" report prepared by WalkerSands Communications indicates that about 46% of marketers expect their further minimal growth, and 34% of respondents believe that spending will remain at the same level. Interestingly, CMO spending on technology (3.2%) was almost equal to CIO spending in 2017 - 3.4%. It can therefore be assumed that in 2019 they will equal or even exceed it. It is also worth paying attention to the distribution of the marketing budget presented in the figure below.
Gartner Marketing Spend Report
MarTech spending exceeds HR spending by 5%, and both paid media and external agencies by 7% . We are therefore observing a visible downward trend in all areas, at the expense of increased spending on marketing technologies. The figures cited are extremely important because they force changes in the current organization of marketing departments in order to ensure their effective operation.
Number of MarTech tools available in recent years
The number of solutions currently available on the market is estimated at around 7,000, but this does not include technologies developed at the regional level, dedicated to a given industry, applications built within specific platforms, and many others. For many years, Scott Brinker has published an annual map of martech solutions ( Marketing Technology Landscape ), which perfectly illustrates the dynamics of the development of this sector. When he started the project in 2011, the map had 150 solutions, and the year-on-year growth was in double digits, as shown in the figure below. It was not until 2019 that a certain slowdown occurred, although the reasons should be sought primarily in the development of local and ready-made technologies, adapted specifically to the needs of customers.
MarTech Tools
The number of solutions available on the market is huge and it seems that there is no longer an area in marketing that is not supported by technology. Companies can choose from them those that suit them best in terms of the offered functionalities, implementation model and implementation and maintenance costs. However, before estonia whatsapp data this happens, managers should first of all understand their business needs well, analyze whether the technology under consideration meets them and have a clearly defined and measurable goal they are striving for. We are talking about a well-prepared business plan and implementation strategy. MarTech tools create a unique ecosystem in a given company, and the element that unites them is data. The lack of a vision for the integration of individual elements can be disastrous for the company in terms of both costs and business.
Digital Hub as a center for implementing MarTech technologies.
According to Gartner's report, "The CMO Spend Survey 2018-2019", marketing budgets remain at a similar level to revenues (11.3% in 2017 and 11.2% in 2018), although there have been minimal declines for the past two years after three consecutive years of growth. Marketing technologies remain the largest source of investment, currently consuming about 29% of the marketing budget, compared to 22% in 2017. The "State of Marketing Technology 2019" report prepared by WalkerSands Communications indicates that about 46% of marketers expect their further minimal growth, and 34% of respondents believe that spending will remain at the same level. Interestingly, CMO spending on technology (3.2%) was almost equal to CIO spending in 2017 - 3.4%. It can therefore be assumed that in 2019 they will equal or even exceed it. It is also worth paying attention to the distribution of the marketing budget presented in the figure below.
Gartner Marketing Spend Report
MarTech spending exceeds HR spending by 5%, and both paid media and external agencies by 7% . We are therefore observing a visible downward trend in all areas, at the expense of increased spending on marketing technologies. The figures cited are extremely important because they force changes in the current organization of marketing departments in order to ensure their effective operation.