Martech: Transforming Marketing Through Technology

Document created by NASSCOM Community on Jun 10, 2016
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Marketing and technology have become almost inseparable. In the past few years, with the proliferation of digital channels. Marketers have started to use technology at each step of the marketing value chain, from product planning & media buying to customer engagement to sales and after sales. Few parts, if any, of the marketing function that have remained untouched by the technology, with businesses making significant investments across five key areas- customer experience enhancement, analytics, multichannel customer outreach, improving marketing operations, and creative design.

The global marketing industry presents a market size of USD 45-55 billion for the Indian IT industry. This report dissects the marketing technology opportunity, along with an action plan to address it.    

Research Focus-

  • Dawn of the Digital Customer
  • Rise of Marketing Technology- Martech
  • Understanding the Marketer
  • The Martech opportunity for India

If you are a NASSCOM member, please visit the Member Exclusive section of the community to download the report for free.

If you are not a NASSCOM member, please visit NASSCOM Research to purchase the report.

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