MarTech Day: MarTech has plateaued, enterprises should focus on consolidation
MarTech
, or
marketing technology
, enables
personalised customer experiences
and leads to increased engagement, higher conversion rates, and overall business growth. Over time, MarTech has grown by leaps and bounds, evolving from creating simple campaigns to now sending personalised recommendations to customers.
On
MarTech Day
, an esteemed panel of speakers, including Chirantan Sharma, product head, FNP; Dilpreet Singh, head of loyalty,
CRM
and partnerships, ITC Hotels; and Antriksh Johari, MarTech lead, Tata Digital, came together to share their thoughts on the evolution of MarTech.
Going first, Singh shared his thoughts on how MarTech has evolved over the years.
He said, 'Two decades ago, CRMs were little more than Excel sheets, and loyalty programmes relied on physical cards. Over time, we transitioned to mobile apps and email automation. Today, we operate in an era of hyper-personalisation, where we are orchestrating customer experiences using MarTech tools. However, despite an abundance of tools, data silos persist, hindering seamless integration, and these barriers must be dismantled.'
According to Singh, one of the biggest changes in the MarTech space has been the advancement in real-time, context-aware personalisation, which he likens to invisible intelligence.
In the hospitality industry, MarTech platforms can now recommend room upgrades, tailor food and beverage options, or adjust room settings based on a guest's preferences, all without human intervention.
For Johari, MarTech today extends beyond mere marketing automation software; it's an ecosystem that integrates all data streams to deliver personalised customer experiences. A critical feature driving this evolution is the seamless management of customer journeys, which was previously unattainable. Now, MarTech is empowering marketers to have complete control over these journeys.
While Johari and Singh view the evolution of MarTech as a tool that integrates multiple data streams, the defining feature for Sharma is personalised recommendations.
Sharing his thoughts, Sharma said, 'Five years ago, I viewed disconnected channels such as SMS, email, and emerging platforms like WhatsApp as a significant challenge. However, MarTech has changed that. Today, the focus has shifted to personalised recommendations, enabled by behind-the-scenes behavioural data analysis. We are now adopting a proactive approach using personalised recommendations, reshaping how we engage with customers.'
Having said that, it is important to ask what the future of MarTech looks like.
Sharma mentioned that MarTech has plateaued in 2025. Elaborating on his stance, he said, 'We're currently overwhelmed by an abundance of MarTech tools, leading me to adopt a ruthless approach to eliminate redundancy. MarTech is not just about amassing data; it's about using it effectively within the right context.
In 2025, I believe MarTech has plateaued, prompting a focus on consolidation and simplification to streamline customer journeys. While AI's transformative potential is undeniable, the key lies in seamless integration and a unified platform that delivers end-to-end solutions.'
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