I Go Where True (Money) Love Goes: Budgets and Market Potentials in MarTech

Despite all uncertainties in economy and politics, companies will furthermore increase spendings in MarTech. The reason: the way into a data-driven customer interaction and hyper-personalisation requires data infrastructures in any case. In addition, the MarTech projects cater to the overall corporate strategy towards digitalisation. Over the next years, companies try to achieve a level of ca. 20–25% of marketing spendings being allocated on MarTech … which would mean to triple in comparison with existing spendings. Consequently, the market potential in terms of software license revenues will continue to grow at a rate of ca. 20 + % across Europe, except the UK.