Dentsu India has released its “Martech Landscape in India” report, providing insight into the rapidly evolving marketing technology sector. The study reveals how digital infrastructure growth and national initiatives like ‘Digital India’ are accelerating martech adoption across businesses of all sizes.

According to the report, digital advertising in India is projected to grow at a 19.09% CAGR, reaching ₹59,200 crore by 2025. This growth is driven primarily by businesses implementing AI-powered tools for customer relationship management, process automation, and personalized customer experiences.

The report identifies six key trends shaping India’s martech landscape:

1. Integration of martech as a core business strategy to enhance customer journeys
2. Widespread adoption of AI and automation for predictive analytics
3. Growing importance of first-party data strategies amid evolving privacy regulations
4. E-commerce enhancement through AI-powered personalization
5. Rising significance of voice and vernacular marketing in Tier 2 and 3 cities
6. Substantial untapped potential in emerging markets

Despite these opportunities, businesses face significant challenges including integration complexities, data privacy concerns, and a widening skills gap.

“Today, it’s not about whether businesses use Martech, but how well they integrate it into decision-making and customer engagement,” notes Harsha Razdan, CEO of Dentsu South Asia. “The companies that get this right will build stronger customer relationships and more resilient businesses.”