Part 4/12:
Marketing Technology (MarTech): The Growing Digital Ecosystem
Helen then transitions into the realm of Marketing Technology (MarTech)—a rapidly expanding industry with over 10,000 tools and technologies available today, up from just 150 in 2011. This exponential growth illustrates a fiercely competitive and innovative field, where organizations invest heavily to attract and retain customers.
Why such investment? Statistics reveal that marketers allocate approximately 10% of their revenue to marketing efforts, with 68% of Chief Marketing Officers (CMOs) intending to boost their MarTech budgets. The primary goal is to improve return on investment (ROI) by targeting the right customers, in the right segments, at the right time.