After a few waves of innovation and consolidation, the B2C martech landscape is dominated by a small number of broad suite providers. There’s also a very long tail of niche providers, some of which provide cutting-edge point solutions.
We estimate that three providers—Adobe, Oracle, and Salesforce, all of which grew their capabilities primarily through acquisitions—will account for between 40% and 50% of B2C martech spend this year.
Several factors will affect future growth in martech spending, including future innovation and capability expansion, influences within organizations, and external elements that directly affect marketers.
As consumer expectations continue to rise and marketers seek to keep pace, more investment will be required across the martech spectrum. Notable areas of focus include:
The recent explosive growth of CDPs—albeit from a standing start—reflects marketers’ need to corral their data quickly and generate insights that inform in-moment interactions with consumers. Similarly, interest in data clean room providers is growing rapidly as marketers vie to extract maximum value from their first-party data and experiment with opportunities to work with the walled garden tech platforms.
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