Marketing Technology and Emerging Trends

Learn how trends and new technologies impact the marketing vision, plans and budget

Martech Utilization Remains Flat Amid Rising Uncertainty

68% of martech leaders face challenges utilizing their stacks’ full breadth of capabilities.

COVID-19 renewed the focus on expanding the use of the marketing technology stack, but marketing leaders struggle to make progress in the utilization of their martech stack capabilities.

Download this research to uncover how to:

  • Maximize the utilization of your martech capabilities
  • Identify and eliminate marginal or underutilized marketing technology
  • Minimize waste and enhance martech effectiveness using agile methodologies


Download Marketing Technology Survey Results

Find out how to optimize your martech stack

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    It's really helpful to make sure we're making smart investments, getting good ROI on our investments and are really on the path to driving incredible value through our digital transformation.

    Dawn Morris

    CMO, Webster Bank

    Show real returns on your martech investments

    Martech leaders facing reactionary budget cuts are forced to do more with less.

    To make better use of marketing technology investments and resources, and mitigate risks for future budgetary cuts, marketing technology leaders should consider the following:

    • Implement regular audits of the martech stack
    • Determine their best vendor approach
    • Collaborate to overcome integration and utilization challenges
    • Adopt an agile approach


    Pie chart represents budget allocation for Martech areas.

    Strategic martech insights you can use

    Gartner research on marketing technologies and emerging technology trends can help you more effectively manage martech at global scale and achieve alignment between marketing technology, customer experience, and strategy.

    Maximize return on your martech investments

    As scrutiny of the ROI on martech investments increases, marketing leaders are under immense pressure to prove the value technology delivers to the enterprise. Learn how marketing leaders can evaluate and deliver an effective martech stack.

    Lead digital transformation initiatives with confidence

    Watch our on-demand webinar to uncover the key findings from the Gartner Marketing Technology Survey and best practices for managing marketing technology initiatives.

    Decide which technologies are crucial to future-proofing your business

    Understand what’s hype and what’s proven across the technology landscape to identify which are relevant to solving your business needs. The Gartner Hype Cycle for Digital Marketing and Advertising provides an overview for understanding which technologies to invest in and when, so you can invest wisely to serve business objectives.

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    Case Study

    How Innovation Drove Improved Engagement for an Auto Manufacturer

    Gartner helps a global auto and truck manufacturer increase customer engagement with innovative technologies.

    Gartner martech experts

    We understand your challenges. We’ve been there. Our experts bring fresh ideas and best practices from years of success in the field — providing you with the confidence to lead boldly and help your team execute.

    Gartner is a trusted advisor and an objective resource for more than 14,000 organizations in 100+ countries.

    Learn more about how we can help you achieve your most critical priorities.