Martech investments in digital tools and techniques are aimed at driving marketing efficiency and innovation, characteristics that might blind some digital marketing leaders to short- and midterm risks from COVID-19 and slowing economies.

Digital marketing leaders have an optimistic outlook but need to have a realistic perspective that places a premium on the resiliency of the martech stack, or many marketers may find themselves in trouble should economic or pandemic conditions worsen. Marketing technologies with a longer-term plateau will likely remain protected in marketing budgets given their long-term importance as well as the incremental value they deliver over the midterm.

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