LONDON, Today: Global accountancy firm BDO and ad-intelligence site Warc have valued the global marketing technology market at US$121.5 billion a year (NZ$200bn), a year-on-year growth of 22%, according to the annual Martech Report released overnight.
The study is based on a survey of 750 brands and agencies in the Americas, UK, Europe and Asia-Pacific to asses the current state and future expectations of the marketing technology industry.
An increased focus on data brings investment and skill-set challenges.
BDO’s Damian Ryan said: “The continuing consumer appetite for adopting digital technologies is driving growth in the market and providing opportunities for both big and small vendors of marketing tools across the globe.”
Most global experts expect martech budgets to stay the same over the next 12 months.
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