Dentsu India has unveiled its latest report, Martech Landscape in India, offering a comprehensive analysis of India’s rapidly growing Martech ecosystem. The report reveals that the expansion of digital infrastructure and initiatives like Digital India are significantly boosting Martech’s role in enhancing customer engagement, improving operational efficiency, and optimizing ROI.
According to the findings, India’s digital advertising sector is expected to grow at a 19.09 per cent CAGR, reaching Rs 59,200 crore by 2025, with e-commerce and digital retail driving much of this growth. The report highlights the importance of AI-driven tools in personalizing customer experiences, and leveraging advanced analytics to deliver more effective marketing strategies. Startups focusing on SaaS, AI, and data analytics are playing a key role in the development of cost-effective solutions that cater to both local and international markets, with increased venture capital interest further fueling innovation.
Emerging trends like voice technology and vernacular language support are expanding Martech’s reach into Tier 2 and Tier 3 cities, unlocking new growth potential. Additionally, AI is enhancing personalized marketing, while first-party data is becoming increasingly valuable as third-party cookies phase out. The report stresses that businesses are intensifying their digital efforts to refine customer engagement and marketing strategies, with data management platforms playing a critical role in enabling personalized experiences at scale, the report stated.
While challenges remain, such as the integration of disparate Martech tools and the high costs of advanced solutions for small businesses, the report also notes the growing adoption of programmatic advertising and hyper-personalization, which are driving more targeted and efficient campaigns.
