In this article, we explore what MarTech is and our predictions for MarTech in 2025. 

What is MarTech?

MarTech stands for marketing technology. It is the online tools and software applications marketing departments use to warm leads and move customers along sales funnels. This includes reaching, attracting, engaging, and converting customers while measuring the performance of their online and offline marketing.

These tools help marketers plan, manage, and measure campaign performances more efficiently and effectively. They are designed to streamline processes that would have previously taken considerable time. 

Martech can include customer relationship systems, content management systems, SaaS platforms, social media management solutions, and analytics tools.

The recent history of MarTech 

MarTech is evolving at speed. According to Business Research Insights, its projected market size is set to go from USD $407 billion in 2024 to USD $823 billion by 2033. MarTech is shaping the future of how businesses connect with their audiences.

According to ChiefMartec the MarTech landscape has grown by 150 Martech software apps in 2011 to 14,106 in 2024, which is a whopping change of 9,304%. Between 2023 and 2024 the area grew by 27.8% with 3,068 new software apps joining the market. They found that 32.1% of companies (the biggest proportion) felt CRM systems were the centre of their MarTech stack.

The current MarTech landscape

With the tech and therefore MarTech industries growing and changing at such a fast pace it might be unsurprising that tools and strategies that worked last year might already be ineffective. 

Big shifts in the landscape include artificial intelligence (AI), stricter data privacy rules, and a growing need for marketing personalization. It is important to note that AI is not just another application. It is a process used by many martech applications to automate and streamline processes. 

To stay ahead in MarTech, you need to anticipate what’s next. This means understanding new trends and how they will shape business connections with their customers. If you can anticipate what is next you will have the opportunity to use these new and emerging tools to your advantage.

Our 2025 MarTech trend predictions

In 2025, MarTech is undergoing huge changes primarily driven by AI. The desire for hyper-personalized customer experiences, predictive analytics, and a strong focus on first-party data strategies, are all being seen in MarTech stacks. We expect that customer privacy and trust-driven marketing practices will continue to be prioritized. 

We think these ten areas will be the MarTech trends of 2025

1. Artificial Intelligence-Powered Personalization

AI-powered personalization is using artificial intelligence algorithms to tailor experiences, content, and product recommendations to individual users. These personalizations are based on their data, behavior, preferences and past actions. 

In MarTech terms, AI-powered personalization can be used to create a customized interaction for the customer, rather than using a more generic marketing approach. The benefits of personalizing interactions for customers include enhancing engagement and satisfaction.

2. Machine Learning

Machine learning (ML) is a branch of artificial intelligence. It enables computers and machines to imitate the way that humans learn, to perform tasks autonomously, and to improve their performance and accuracy. 

In MarTech terms, ML can automate repetitive tasks, such as emails and social media posting. It can also support strategic processes, such as campaign optimization, ad placements, and budgeting.

3. Predictive Analytics

Predictive analytics, or predictive AI, is a data-driven method using statistical techniques to predict future events. 

In MarTech terms, predictive analytics allows marketers to proactively target specific customer segments with personalized campaigns and optimize their marketing strategies. This can lead to increased conversions and customer retention.

4. First-party Data Focus

First-party data focus is collecting and using information directly from customers to improve business relationships, marketing, and product development. First-party data comes straight from the customer, this means the data is more relevant and trustworthy than data from other data sources. 

In MarTech terms, first-party data allows you to gain valuable insights into your audience’s preferences and how they interact with your brand. This data can then be used to improve your customer experience. 

5. Unified Technology Stacks

Unified technology stacks, or integrated technology stacks, are a collection of applications that work together on a single platform. This enables seamless integration and data exchange between the tools you use.

In MarTech terms, unified technology stacks provide the opportunity for businesses to save money and time and work more efficiently.

6. Omnichannel marketing

Omnichannel marketing integrates a company's marketing channels to create a consistent customer experience across all touchpoints on different channels, platforms, and devices. The goal is to make a customer-centric approach, where all customer interactions with the brand are seamless and convenient. 

In MarTech terms, the sharing and unifying of data between channels can help businesses improve the customer experience, build customer loyalty and improve customer retention. 

7. Conversational AI

Conversational AI is a type of artificial intelligence that enables machines to interact with humans using natural language. This tool can be accessed using virtual assistants or chatbots.

In MarTech terms, conversational AI tools allow customers to have real-time engagement with websites, this supports customers while also qualifying their lead status to support your sales team.

8. MACH architecture

MACH architecture is a set of technology software behind new technology platforms. The acronym stands for Microservices-based, API-first, Cloud-native, and Headless. In short MACH architecture allows individual pieces of business functionality to be developed, deployed and managed through an API which makes it possible to join applications or services together. This Software-as-a-Service uses the cloud and is headless, which allows for complete design freedom.

In MarTech terms, MACH architecture can help marketing by streamlining processes, speeding up the time-to-market phase and creating more personalized customer experiences. 

9. Mobile-first innovations 

Mobile-first innovation and design focuses on simplicity, speed, and usability for mobile users. By designing your content for smaller screens first, you ensure it is accessible and more user-friendly. 

In MarTech terms, mobile-first innovations mean that your content, whether that is newsletters, websites or something else, will have the best chance of being positively received by mobile views. For context Digital Silk reported 64.04% of all internet traffic came from mobile devices in November 2024, while only 35.96% came from desktop. If your content isn’t mobile friendly you are massively reducing your audience base.

10. Video Content 

Video content has been important in the content world with video content being shared across social media platforms. Platforms like YouTube, LinkedIn and TikTok offer increasinly innovative ways to share videos, giving businesses the opportunity to offer their audiences engaging resonating narratives. 

In MarTech terms, utilising video content in email marketing, on websites and on other platforms gives businesses the opportunity to form an authentic relationship with their customers. Revealing the faces behind the brand and showcasing their expertise can support brand loyalty.

We think these MarTech trends are on the way out

Basic chatbots

Basic chatbots lack the sophistication that customers want and they can be a frustrating turn-off for many. We think they will be replaced with natural language processing (NLP) and machine learning-driven solutions.

Analytics based solely on historical data

The insights into past behaviors given by historical data are still useful for understanding past behaviours and predicting future trends, however, utilizing real-time data gives companies the chance to react in real-time. See how Waitrose used real-time data to show their adverts to customers at the right time. 

Summary

Overall, we think the major trend in MarTech 2025 will be the shift towards a more customer-centric approach, utilizing AI to deliver highly personalized, relevant experiences while respecting data privacy concerns

This means that companies will need to become AI literate, ensure they have data privacy compliance and focus on the customer experience. 

While we think it is important to experiment with new technologies and tools, we also warn about getting carried away with a shiny new tool. Don’t implement a whole new MarTech stack without identifying your specific goals. These goals should always be the priority when working out which tools will genuinely help your business needs.