MARTECH Intelligence Report 2024

Latest Trends and Challenges in Learning and MarTech

The MarTech industry continues to see amazing growth. According to the 2024 Marketing and Technology Supergraphic there are now 14,106 marketing technology products – up 28% from 2023.

For marketers it’s a lot to navigate. With so many tools, systems, and platforms available, technology is getting increasingly complex. “Frankenstacks” are mushrooming – unwieldy and inefficient collections of disparate tools that are difficult to manage.

Added to this is the huge uncertainty over third-party cookie depreciation: yet again postponed by Google and with no consensus over a replacement system. Privacy is also a huge issue, with ever-evolving regulations and increasing restrictions on the use of consumer data. Here in Australia, the government continues to pass new legislation and review existing laws.

All this is taking place against a difficult and uncertain economic background. Marketing budgets continue to shrink and marketers must do more with less – at a time when they need to be investing in new marketing technology.

Other major trends for the industry include retail media, now a billion dollar industry in Australia that’s forecast to reach $3 billion in 2027. Artificial intelligence and GenAI also continue to see rising adoption and interesting use cases.

To understand the challenges and opportunities for MarTech, as well its role in the broader marketing industry, we interviewed MarTech leaders from organisations across Australia for their perspective.

BROUGHT TO YOU BY