Marketing technology (martech) will suffer a “short-term hit rather than a long-term death,” according to Scott Brinker, because of the COVID-19 health pandemic. The crisis will inspire martech firms to further embrace digital operations and digital customer experience, strengthen performance marketing and tools and embolden less-expensive products to thrive in platform ecosystems.
Brinker, author of the Chief Marketing Technologist Blog, shared those thoughts late last month when he released his yearly Marketing Technology Landscape Supergraphic. He and his team discovered 8,000 martech solutions, an increase of about a 1,000 from last year’s report. Brinker reported 150 martech solutions in his initial year of research in 2011.