Summary
Marketing technology (martech) is critical to a firm’s ability to plan, execute, and measure its marketing efforts. The martech landscape is vast, and many technologies have great appeal. Marketers must see through the hype and pick the technologies that will provide the most value, not those that generate the most buzz. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 20 most used or talked-about technology categories that underpin moments-based marketing. B2C marketers should read this report to shape their firm’s investment approach to martech.
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