Why MarTech is the Future of Marketing

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 1 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 1-34 from Springer

Abstract: Abstract Marketing has fundamentally changed in recent years. Digital transformation, the exponential growth of data, and advances in artificial intelligence and automation enable companies to target and engage customers more precisely and efficiently. At the same time, these developments present companies with new challenges. This chapter provides a structured introduction to the world of marketing technology. It explains the technological drivers of change, defines MarTech, and distinguishes it from related concepts. In addition, the Marketing Technology Framework is introduced—a practical model that helps companies use MarTech strategically, create synergies, and remain competitive in the long term. In this way, readers gain a solid foundation to specifically understand the potential and challenges of modern marketing technologies and leverage them for their own success.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_1

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DOI: 10.1007/978-3-658-51166-1_1

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