Martech driving customer engagement & operational efficiency: Dentsu India report

The report addresses challenges like integration complexities, data privacy concerns, and the skills gap in the Martech domain

by e4m Staff
Published: Mar 21, 2025 1:03 PM | 2 min read

Dentsu India has announced the launch of its latest industry report, 'Martech Landscape in India'.

The report says that fuelled by digital infrastructure growth and initiatives like ‘Digital India’, Martech is now driving customer engagement, improving operational efficiency, and optimizing ROI.

Aligned with dentsu’s vision of 'Innovating to Impact', the report showcases how businesses can turn Martech advancements into real growth.

By leveraging AI, first-party data, and hyper-personalization - alongside predictive analytics, omnichannel strategies, and vernacular marketing - it demonstrates how innovation can create lasting business value.

Digital advertising in India is set to grow at a 19.09% CAGR, reaching 59,200 crore by 2025.

Martech adoption is accelerating as businesses embrace AI-powered tools for improved CRM, process automation, and hyper-personalized experiences.

The convergence of media, creative, and customer experience management is reshaping marketing strategies, making Martech indispensable for brands.

The report talks about how Martech adoption is driving customer journey enhancements and operational efficiencies.

The other findings of the report include:

AI and Automation: AI-led tools are enabling smarter decisions through predictive analytics and automated processes.

First-Party Data Strategies: With evolving privacy regulations, first-party data is now crucial for personalized marketing.

Growth of E-commerce & Digital Retail: Martech is enhancing online shopping with AI-powered personalization, chatbots, and analytics.

Voice & Vernacular Marketing: As digital adoption rises in Tier 2 and Tier 3 cities, brands are using voice and regional language marketing to connect with diverse audiences.

Untapped Market Potential: Emerging markets present significant growth opportunities as digital penetration expands.

The report also addresses key challenges, including integration complexities, data privacy concerns, and the skills gap that businesses must overcome to unlock Martech’s full potential.