Published: 17 June 2024
CMOs should determine whether to transform or iterate their martech and omnichannel strategies in the face of potentially game-changing technologies such as generative AI. This playbook helps CMOs assess risks and benefits before developing a plan.
CMOs are working to augment their channel marketing by adding new marketing channels and technologies to reach customers across devices.
However, the technology that supports channel marketing strategies is underutilized, with overall martech capacity utilization at 33%.
Martech strategy in 2024 faces a cadence of major technology transitions, from the existential (third-party cookies and first-party marketing) to the ephemeral (Web3 and the metaverse).
The booming marketing technology landscape is heavily influenced by the hype surrounding generative AI (GenAI). In fact, in 2023, 99% of product announcements across 11 top technology and marketing technology companies included mentions of GenAI and artificial
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