Martech: 2020 and beyond

Discusses the findings of a research project carried out in conjunction with BDO and the University of Bristol, which took the form of an online survey of more than 750 brands and agencies based in the Americas, Europe and APAC.
  • The Americas are driving significant growth in the martech industry, with North American marketers now spending 25% more than the previous year.
  • Marketers should use data to guide creative strategy, with effectiveness as the ultimate long-term objective.
  • CX optimisation tools are a high priority for many marketers, with more feeling they don’t currently have the tools they need.
  • Budget constraints and a lack of understanding of the technology available is limiting growth across the industry....

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