Opinion: Are we spending too much on marketing tech?

illustration of people on a laptop
Martech is often presented as a solution to all problems.
The marketing world has been invaded by marketing technology (martech) over the last decade, and this has transformed much of marketing for the better. The ways we can use audiences and personalise messages is a thing marketers dreamed of just a decade ago. But nothing in life is perfect! The Gartner 2018/2019 CMO Spend Survey says marketers are spending 29 per cent of their marketing budget on martech. It’s broken down further as 24 per cent to labour, 23 per cent to media, 23 per cent to age

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