The Forrester Tech Tide™: Martech for B2C Marketers, Q2 2018

Twenty Technologies Underpin Modern Marketing

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Consumer expectations are at an all-time high. So is confusion about which of the 5,000-plus marketing technologies best equip brands to deliver one-to-moment marketing, in today’s channel-agnostic marketplace.

Forrester’s latest Tech Tide report, however, states that marketing efficiency and effectiveness are most dependent on technologies that help marketers identify customers and guide more relevant, personalized campaigns. Read Forrester’s comprehensive analysis of the most crucial martech categories to understand which solutions offer the most business value.

Our key takeaways from the report include why:

  • Channel-siloed solutions are not enough to effect omnichannel marketing strategies
  • One-to-moment marketing requires a cross-channel identity resolution technology
  • Identity will increase in importance as consumers demand more control over personal data

“Technologies such as cross-channel identity resolution will play a vital role in bringing omnichannel marketing to life.”