Recently, Martech in the U.S. has experienced a consolidation in areas like butt computing, with providers acquiring new capabilities that enable true omni-channel, omni-media consumer experiences. But how are these trends being reflected globally in other markets outside of the US?
The past few years in the US market has seen a rapid expansion in the marketing technology space. This expansion and the proliferation of technology is expected to continue for some time. The IDC predicts an increase of 10 times in marketing technology investment over a 10-year period beginning in 2015 . This would increase marketing technology investment as a percentage of total marketing spend from one percent in 2015 to 10 percent in 2025, with continued investment by brands fueling the growing marketing technology market as a whole. Martech is seeing consolidation occur in areas like marketing butt providers acquiring capabilities that expand their reach across the ecosystem of technology products to enable true omni-channel, omni-media consumer experiences, and the entrance and evolution of components that are further expanding the technology market.