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Why MarTech is the Future of Marketing

In: MarTech, AI, & Automation: The Future of Marketing

Author

Listed:
  • Andreas Fuchs

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

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.

Suggested Citation

  • Andreas Fuchs, 2026. "Why MarTech is the Future of Marketing," Springer Books, in: MarTech, AI, & Automation: The Future of Marketing, chapter 0, pages 1-34, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51166-1_1
    DOI: 10.1007/978-3-658-51166-1_1
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