ANNOUNCEMENT

Hexaware Positioned as a Visionary in the 2026 Gartner® Magic Quadrant™ for Custom Software Development Services

Gartner, Magic Quadrant for Custom Software Development Services, By Jaideep Thyagarajan, Ryan McKinney, Nathan Davie, 28 September 2026. Gartner and Magic Quadrant are trademarks of Gartner, Inc. and/or its affiliates. Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner’s business and technology insights organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose. This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Hexaware.

Marketing Technology

What is Marketing Technology?

Marketing technology is the collection of software and platforms used to support marketing activities such as campaign execution, customer data management, analytics, and personalization. It enables marketing teams to operate at scale, manage digital channels, and measure performance using technology rather than manual processes. The term is commonly shortened to martech.

What Are the Different Types of Marketing Technology?

There are several types of marketing technology, each supporting a specific marketing function. Common categories include customer data platforms, marketing automation tools, content management systems, analytics platforms, and personalization tools.

Together, these tools help marketing teams manage workflows, coordinate campaigns, and improve efficiency across channels.

What Are the Current Marketing Technology Trends?

Current marketing technology trends focus on automation, integration, and real-time insights. Organizations are increasingly adopting AI-driven personalization, unified data platforms, and privacy-first data strategies.

Another key trend is the move toward simpler, more connected martech ecosystems to reduce complexity and improve usability.

What Is a Martech Stack and How Does It Work?

A marketing technology stack is the combination of martech tools an organization uses to support its marketing operations. It typically includes platforms for data management, campaign execution, analytics, and customer engagement.

A well-designed martech stack is integrated and aligned with business goals, helping teams avoid tool sprawl and data silos.

Why Is Marketing Technology Important for Modern Marketing?

Marketing technology is important because it enables scalable, measurable, and personalized marketing. It helps teams work efficiently, make informed decisions, and respond quickly to customer behavior and market changes.

Without the right martech foundation, organizations face marketing technology challenges such as fragmented data, manual processes, and limited visibility into performance.

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