Marketing software revenues reached more than $20bn in 2014 and continue to grow
The number of digital channels and software products that help market on those channels continues to rapidly grow, according to research from eMarketer in its new report “Nine Marketing Tech Trends for 2015.”
In 2014, global marketing software revenues reached $20.2bn, according to research from the International Data Corporation. Revenues are predicted to reach $32.4bn by 2018.
The number of companies selling software and services to marketers rose from about 350 in 2012 to nearly 950 in 2014, according to Chief Marketing Technologist.
Brian Yeager, eMarketer analyst and author of report, said: "Marketing tech adoption is going to happen out of necessity, so 2015 will be all about strategy. If marketers aren't strategic about how they deploy and leverage technology, they risk disjointed experiences for their customers, inaccurate or incomplete measurement, a lack of context, and more."
For the report, eMarketer collected third-party data from more than 30 sources and interviewed more than 20 marketing professionals.