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What’s reshaping MarTech in the new normal?

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The new normal has witnessed digital customer experience gaining increased importance with 40% of large enterprises increasing their MarTech budget spending across DCX (More details in the blog DCX the new frontier of MarTech).

In addition to this increased focus on DCX, the last year witnessed some key shifts with respect to MarTech Stacks and its implementation.

One such key transition that has been taking shape over the last couple of years is the shift from agency-led-model to vendor-led-model. This was also highlighted in our enterprise survey this year with 80% of the companies preferring to engage directly with the MarTech providers for the platform implementation.

                                       Source: NASSCOM MarTech Report 2021


Rise in use of technology for content personalization basis customer personas and purchase intent, also emerged as a key focus area for enterprises with 27% of the enterprises highlighted it as the top marketing initiative they implemented during 2020. Another key area where enterprises plan to increase their technology investment is harnessing the power of data by building real-time analytical models. This clearly highlights that the new preferences in MarTech stacks are driven by the acceleration in shift towards online buying during the pandemic.

                                          Source: NASSCOM MarTech Report 2021

The pandemic also pushed remote collaboration, virtual engagements, and digital reach outs which led to increased opportunities for emerging MarTech platforms focused on Cloud Computing, Advertising Tools and Marketing Automation during 2020, dethroning CRM platforms which topped the chart in 2019. In this year’s survey 74% of the companies highlighted cloud platforms as a key opportunity for marketers.

Where do MarTech platforms present the most interesting opportunities for marketers?

                                              Source: NASSCOM MarTech Report 2021

This year’s MarTech report highlights more such trends that defines MarTech in the new normal. Read more about the same in our report “MarTech – The Digital Customer Experience Imperative From Personalized Products to Personalized Experiences”

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