ComCap MarTech in a Post-Pandemic World 2020

We are pleased to present our views on the MarTech landscape, doing so with the aim of helping increase transparency and communication between the companies themselves, as well as financial and strategic investors

Categories: ,

Marketing technology (MarTech) encompasses a range of software and tools that assist businesses to achieve their marketing goals. It has become a staple in digital marketing campaigns and can also be leveraged to optimize marketing efforts across any marketing channel. Even with a consolidating market, around 1 in 5 of the current MarTech solutions is new in the space

The report highlights that the Global MarTech industry is expected to grow strongly driven by higher marketing spending, innovations in digital marketing, and an extremely large number of niche market participants. Further, under high pressure post COVID-19, brands reduce, delay or halt spending that negatively impacts the marketers. Increase in focus on digital marketing may ease off the pressure. The report also showcases case studies and company profiles of key market participants. It also includes M&A and private placements in the MarTech space

Key themes covered in the report include:

  • Personalization in MarTech is not optimized yet; stronger evolution of AI / ML suggests there is still major scope for growth
  • With COVID-19 disrupting retail, AR/VR has shifted from niceties to necessities
  • Spending on MarTech is growing with a strong focus on marketing automation
  • Marketing automation is growing deeper and wider due to the digitalization of industries, rising internet penetration, and use of mobile devices
  • Global social distancing is making video emerge as the new ‘King of Marketing’
  • Superior CX is the top priority, which is driving spending on marketing analytics as to the top MarTech investment area