Martech: 2018 and beyond

This report discusses the findings of a recent research project carried out in conjunction with Moore Stephens, that took the form of an online survey of more than 500 brands and agencies based in the UK and North America.
  • The survey aimed to assess the current and future states of the marketing technology industry in these regions, confirming the burgeoning market.
  • The research finds that brands are spending 16% of their marketing budgets on marketing technology.
  • The martech market could be worth more than $34bn.
  • Brands expect martech budgets to rise by 10% over the next 12 months.
  • 50% of brands don't have all the martech tools they need....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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