10 Charts That Will Change Your Perspective Of Marketing Technology

22% of marketing organizations are planning to increase their spending in 2020, according to a … [+]

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22% of marketing organizations are planning to increase their spending in 2020, according to a survey by BDO, WARC, and the University of Bristol. Their results reflect the strong demand for marketing technology (martech) solutions globally. BDO found that marketing automation budgets increased 25% last year, and the martech industry in North America and the UK is $65.9B, with the global market estimated to be $121B.

Scott Brinker, leading authority on martech, VP Platform Ecosystem at HubSpot and Editor at chiefmartec.com, commented in the BDO survey that “the martech industry continues to paradoxically consolidate and diversify. While the total number of martech apps in the world continues to grow, leading marketing platforms – such as Adobe, HubSpot, Oracle, and Salesforce – are increasingly orienting around ecosystems of these apps. The platform provides coherence in marketing data and workflow, while the app ecosystem provides a long tail of specialized capabilities and vertical market solutions. Consolidated platforms with diversified ecosystems have the potential to give the market the best of both worlds and help marketers harness the tremendous energy of the SaaS app explosion.”

The following ten charts provide insights into marketing technologies’ rapid growth and many contributions to businesses using them today:

    Personalizing customer journeys and driving next-best offers in real-time are the most popular uses of AI today, according to Salesforces’ State of the Marketing Study. 23% are automating customer interactions over social channels and messaging apps today. There are ten dominant use cases marketers are concentrating on today, ranging from personalized channel experiences to programmatic advertising and media buying to predictive customer journeys and real-time next best offers. Source: Salesforce’s State of Marketing Study, 5th edition

Additional resources:

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4 Positive Effects of AI Use in Email Marketing, Statista, March 1, 2019

4 Ways Artificial Intelligence Can Improve Your Marketing (Plus 10 Provider Suggestions), Forbes, Kate Harrison, January 20, 2019

4 Ways to Use Machine Learning in Marketing Automation, Medium, March 30, 2017

84 percent of B2C marketing organizations are implementing or expanding AI in 2018. Infographic. Amplero.

AI, Machine Learning, and their Application for Growth, Adelyn Zhou. SlideShare/LinkedIn. Feb. 8, 2018.

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AWS Announces Amazon Machine Learning Solutions Lab, Marketing Technology Insights

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David Simchi-Levi

Digital Intelligence Briefing, Adobe, 2018 (43 pp., PDF, free, no opt-in).

Forrester: Marketing automation spend will reach $25B by 2023, May 7, 2018

Four Use Cases of Machine Learning in Marketing, June 28, 2018, Martech Advisor,

Gartner, The Annual CMO Spend Survey 2019-2020 Research, October 1, 2019

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Share of marketing and agency professionals who are comfortable with AI-enabled technology automated handling of their campaigns in the United States as of June 2018, Statista.

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What Marketers Can Expect from AI in 2018, Jacob Shama. Mintigo. January 16, 2018.

What really matters in B2B dynamic pricing, McKinsey & Company, October 2018

Winning tomorrow’s car buyers using artificial intelligence in marketing and sales, McKinsey & Company, February 2019

Worldwide Spending on Artificial Intelligence Systems Will Grow to Nearly $35.8 Billion in 2019, According to New IDC Spending Guide, IDC; March 11, 2019

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