Spend on martech rapidly increasing in North America

Zoe McCready, Marte Aune

An overview of marketing budget allocation to martech in the UK and North America between 2017-2019.

North America’s appetite for martech knows no bounds as the region’s total marketing budget allocation reached 30% this year, according to new survey data from WARC and BDO. This means that over two years, overall budget allocation has increased by 16 percentage points. This illustrates that North America is not only using martech, but actively investing in opportunities to do so. This contrasts with the UK, as although the total budget allocation has increased by four percentage points from 2017, overall it has stabilised, decreasing by one percentage point from 2018 (23%) to 2019 (22%).

Although there has...

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