{"id":6218,"date":"2024-01-23T17:06:30","date_gmt":"2024-01-23T17:06:30","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/martech-set-to-exceed-215-billion-by-2027\/"},"modified":"2024-01-23T17:06:30","modified_gmt":"2024-01-23T17:06:30","slug":"martech-set-to-exceed-215-billion-by-2027","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/martech-set-to-exceed-215-billion-by-2027\/","title":{"rendered":"Martech set to exceed $215 billion by 2027"},"content":{"rendered":"


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A multi-year martech boom is underway. Global martech spend is projected to surpass $215 billion annually by 2027, up from $131 billion in 2023, according to a Forrester forecast<\/a>.<\/p>\n

Last year, spend increased 10.9%, according to the report, Global Martech Software Forecast, 2023 \u2013 2027. Annual growth is projected to climb to a steady 13.3% over the coming years.<\/p>\n

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B2C budgets.<\/strong> Much of the growth is driven by large consumer brands. Global B2C marketing organizations spent 18% of their marketing budget on martech last year.\u00a0<\/p>\n

This share of the budget is expected to grow. Two-thirds (66%) of marketing decision-makers say they plan to increase their technology spend, according to Forrester\u2019s Marketing Survey, 2023.<\/p>\n

Why we care. <\/strong>Competitive pressure is surely a driver for increased market investment, moving forward. This represents a turnaround from 2023, when growth slowed after coming out of a sharp pandemic-era acceleration. In 2022, annual growth peaked at 16.7%, according to Forrester. The report cites new generative AI capabilities and low-code tools as further drivers for steady growth in the coming years.<\/p>\n

Spending is spread evenly.<\/strong> Martech spend is spread evenly across three main pillars, the study found. Each of these broad areas account for approximately one-third each of martech spend:<\/p>\n