In my last blog “Emerging technologies and Reskilling redefining MarTech implementation in the new normal”, I had highlighted how emerging technologies and consequently reskilling in these technologies is becoming an important trend for successful implementation and utilization of MarTech across enterprises. Considering these trends it won’t be wrong to say “Marketing is quickly becoming a science”. Though creativity would always remain the top focus for a marketer, the rise of digital and increasing need to focus on digital customer experience is making the science i.e. software element a key priority.
Consequently, the share of MarTech have doubled over the last three years in the major markets of UK and North America, and this trend is only moving forward with more and more marketers putting their budgets into technology last year, more enterprises planning to increase this share in 2021.
Source: NASSCOM MarTech Report 2021
In addition to this increasing shift towards MarTech, another key trend that emerged under MarTech was the rise of digital customer experience – which has become a key imperative in the MarTech space in the #newnormal with the rise of digital.
Source: NASSCOM MarTech Report 2021
Consequently, companies are increasing their MarTech budget spending towards Digital Customer Experience. With this increased focus on DCX, both enterprises and tech vendors need to reimagine ways to implement MarTech.
Considering this need we have devised an I.M.A.G.I.N.E. framework in our report which focuses on a four-stage process for enterprises to build a world class DCX for their customers.
Source: NASSCOM MarTech Report 2021
It also includes go – to market recommendations for the tech vendors on the similar lines.
Source: NASSCOM MarTech Report 2021
This year’s MarTech report captures this IMAGINE framework in detail and also talks in detail the key trends that are shaping MarTech in the new normal. Read all such insights more in our report “MarTech – The Digital Customer Experience Imperative From Personalized Products to Personalized Experiences”.
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