Global martech industry valued at $344.8 billion, martech budgets set to increase

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 01, 2021, 5:27 PM UTC

A survey of 206 respondents records significant acquisitions in the sector, optimism among private equity investors.

According to the Moore Kingston Smith-MarTech Alliance report, the global martech industry has been valued at $344.8 billion. The report assesses the state of marketing technology across a range of industries, including finance, automotive and media.

Similarly, a separate Luma Q2 2021 report recorded a 214% growth in martech M&A activity YoY. The sector also reported acquisitions of messaging platforms during the second quarter of 2021. These acquisitions include Twilio buying ZipWhip for $850 million.

Interestingly, 2021 also saw a significant amount of investment in marketing technology like voice and data visualisation. Additionally, around 61% of respondents in the Moore Kingston Smith report expect marketing technology budgets to increase in the coming 12 months.

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