Introduction
The Martech market in Vietnam is experiencing rapid growth and diversification. According to a report by the market research company Research And Markets, the Vietnamese Martech market is growing at an annual rate of over 20% and is projected to reach a total value of 2.4 billion USD by 2026.
Alongside the growth of Martech, consumer behavior has been swiftly changing post-Covid, prompting businesses to adopt Martech solutions to optimize their outreach processes and interact with customers more efficiently. This adaptation provides them with a competitive edge in the market.
Marketing Technology (MarTech) has completely revolutionized the way businesses operate today. Marketing technology enables businesses to connect with consumers in real-time, efficiently exploit and manage big data, and create highly personalized experiences, thereby increasing customer loyalty.
Many large businesses globally and in Vietnam have successfully implemented Martech in their marketing, sales, and customer care activities. Companies like Amazon, Sephora, Ikea, as well as local entities like Techcombank, MB, and Con Cung, have leveraged Martech effectively.
However, a considerable number of businesses lack clear direction when applying MarTech, leading to an inability to fully exploit the value these solutions bring. In fact, 59% of marketers surveyed admitted they have not fully tapped into the potential of existing Martech platforms.
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