Gartner Research

Marketing Technology Survey 2018: Martech Adoption Surges as Brands Pursue Personalization, Measurement and Advertising Accountability

Published: 23 October 2018

ID: G00373363

Analyst(s): Anna Maria Virzi , Bryan Yeager


Marketing leaders are aggressively adding to their marketing technology stack as they seek to deliver more relevant customer experiences and gain control over their digital advertising activities. Use this research to inform how your organization deploys and uses martech.

Table Of Contents

Survey Objective

Data Insights

  • In the U.S., Installations of Advanced Capabilities and Ad Tech Grew by More Than 20 Percentage Points Over Two Years
  • Canada and the U.K. Trail U.S. in Usage Across 34 Marketing Technology Categories
  • Seven in 10 Marketers View Their Martech Stack as Effective at Meeting Their Objectives
    • Marketing Technology Utilization Rate Varies by Industry
  • Seventy-Four Percent of Marketers Have Technology Management Responsibilities
    • Assigning a Dedicated Martech Leader Helps Advance Marketing Maturity.
    • Some Organizations Manage Marketing Technology by Committee
  • The Average Marketing Technology Team Has 25 Dedicated Full-Time Employees
  • Marketing Usually Takes the Lead Across Select Martech Activities, but Collaboration With IT Is Common
  • Half of Marketers Prefer Best-of-Breed Approach to Martech Selection, but Integrated Approach Has Faithful Followers
  • Marketers Use Five Sources on Average to Inform New Martech Purchases
  • More Than 40% of Marketers Emphasize Growth as the Key Performance Indicator for Martech
  • Event-Triggered and Real-Time Campaigns Claim the Top Spot for Emerging Technologies That Will Drive Future Marketing Impact
    • “Artificial Intelligence or Machine Learning” Tops Respondents’ List of First Choices
    • “Multimodal Experiences” Rates High as Well
  • Methodology
  • Definition
    • Additional Research Contribution

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