The current martech agency model is set up to fail
Triggerfish founder and managing director Ben Shapiro reexamines the state of martech, and why Australia may be in for a rude awakening.
It’s interesting to reflect not only how the events of 2020 accelerated a digital revolution, but the impact this has had on digital and technology-led businesses.
In the space of just a few months we saw technology-led projects rise up the corporate priority list, with many big businesses accelerating investments in technology that would have normally taken them years. This seemingly overnight shift was a refreshing development (for the industry) amidst an otherwise difficult year.
The marketing sector also experienced a shift. As digital solutions across all aspects of life were being adopted at an unprecedented pace, businesses expedited investments in ecommerce and digital experience platforms to better engage in their customer’s online brand experience and to drive profitable growth in a highly disrupted landscape.
