Martech Mindset: Awareness & Attitude of Indian Businesses towards Marketing Technology

Abstract

Marketing technology (MarTech) has reshaped how businesses strategize and execute marketing activities by integrating tools such as artificial intelligence, data analytics, and marketing automation. As digital transformation accelerates across industries, Indian businesses are increasingly exposed to MarTech, but awareness and attitudes towards its adoption vary significantly. This paper delves into the current level of awareness of MarTech among Indian businesses, evaluates their attitudes towards these technologies, and identifies the key challenges hindering widespread adoption. Through a structured survey, the study captures data from business owners and decision-makers across various sectors in India. The findings highlight the factors influencing the decision to adopt MarTech, such as perceived value, financial constraints, technical challenges, and the availability of skilled personnel. The objectives of this research are twofold: 1. To assess the awareness of new marketing technologies among Indian businesses. 2. To understand the attitudes of Indian businesses towards MarTech adoption and its perceived benefits.