Forrester’s first report on media tech/services spending shows customer experience and AI are driving budgets
Spending on traditional media agencies is declining, the report says, CMOs are leading customer-facing efforts and content-based targeting is coming back.
As Scott Brinker’s recently unveiled Marketing Technology Landscape shows, the number of vendors in this space is still booming.
That boom now has some numbers attached to it, in Forrester Research’s first report specifically about marketing technologies and services.
“The US Marketing Technology and Services Outlook, 2017 to 2022 [fee required],” which excludes media spend, found that spending in this space will reach more than $122 billion by 2022, about a 20 percent increase over today.
And, indicating that Brinker’s eye-straining landscapes will become even more difficult to read, the report expects more “newcomers, fragmentation, and category blurring” as channels and budgets increase.