In recent years there has been an explosive growth in the sector of marketing technology. With more consumers online, and the importance of search and social networking weighing ever so greatly on their decisions, the traditional route to buying has been eliminated. Now it’s a lot more difficult to lure consumers into decisions from “seeing products” to “buying products” since it is carried out over many different channels. This include search engines, website, blogs, social networking sites, digital and e-mail ads, etc.
As the complexity of reaching clients through an array of digital options increases, brands are more willing to spend money on different technologies: the automation of commercialization through different channels with the engagement of social customers, and the use of web analytics to have a more adequate focalization. They could buy a platform to do each one of these things or they could have single provider to give them all the solutions they need for their digital marketing approach.