Marketing Technology
Market, Supplier, Risk and
Competitive Intelligence

Industry Outlook & Drivers

Marketing Technology Global Market Outlook

• The Marketing Technology (MarTech) sector has experienced a massive growth, due to high demand for digitalization in the recent past

• The global MarTech industry is estimated to be $340 billion, with a CAGR of 6.7 percent in FY2021(E)

• Latin America and Middle East & Africa are expected to grow at a CAGR of 17–19 percent

• North America and APAC are considered to be the matured markets in serving the MarTech industry

• The market has seen a lot of value in serving the MarTech technology essentials, along with the MarTech stack that includes DAM, Marketing Automation, CMS, etc., where every stack mentioned has an individual market on its own

Impact of COVID-19 on Marketing Technology Industry

• MarTech category has seen multifold growth in the past two years and pandemic being the one main reason for heavy digitalization in any industry. Prior to COVID-19, the overall online ad spend exceeded the global offline and traditional ad spend.

• LinkedIn, being the top most used platform for the advertisements and promotions, followed by google analytics for content and experience, Salesforce trailed by Salesloft for social and relationship, commerce, and sales, respectively. The above MarTech stack tools are being rated high in 2021

• The demand for MarTech stacks in the highest order of demand: Email, Social Media, Content Marketing and Management, CRM, Analytics, data management

Global Marketing Technology Market: Drivers and Constraints

Industry Drivers

• Mergers and acquisitions: Mergers and acquisitions, one of the drivers, as the global agencies acquire an innovative and customized tools with high potential serving any sectors. Salesforce’s acquisition of Slack for $27.7 billion and Mailchimp is acquired by Intuit for $12 billion. Likewise, the mergers and acquisition in the MarTech amounts to 45.95 billion in FY 2021

• Catching up with the market space: With high demand for customized stack tools, like content, data and analytics, and DAM, the service provider should keep up with technology with the right set of talent pool. This is considered to be one of the main drivers in MarTech, as the market growth is commendable to keep up the pace and deliver the foreseeable services

• Digital transformation: New entry small and medium companies are one of the largest drivers in the MarTech so far and is the number that making the difference rather than the value of the account

• Consolidation of MarTech stack tools: Buyers engage with a minimum of 6 to 7 MarTech service providers to suffice all their marketing needs. This has been seen as a driving force, as the agencies are coming up with an end-to-end Marketing Technology solutions

Constraints

• High cost components of MarTech: One of the major drivers of MarTech is the high-cost components, like hardware, software, and the labor costs. Hardware and subscription cost has been climbing in double digits every year, and this is one of the difficulties for companies upgrading systems and enrolling in a new platforms. Cost of software has always been expensive but now with the syndicated cloud-based applications, the prices should go down and became affordable but instead, prices almost doubling vs. 5 years back. Companies need to hire the right talented specialists, who can bring innovative solutions, in order to foresee and built new technology platforms

• Lack of public sector digitization: Public sector delay in rolling digital services is one of the largest factors that hold back the countries moving forward with MarTech

• Customized contents: MarTech is based on the majority of syndicated platforms and services and the only large investment is the consultation for customizing the platform to the business need