Where will Venture Capitalists Make the Highest Investments in 2016?

In 2015, venture capitalists (VCs) began investing heavily in companies that transform the way businesses communicate with their prospects and customers. The market with the largest influx of investments from VCs is marketing technology. Why? Well, because the startups and companies playing in this space are helping businesses generate higher sales at lower operating costs. Also, marketing tech firms offer services that are essential for competing in the digital age of advertising. Why is marketing technology so hot right now? According to Chiefmartec.com, the main components of marketing technology include efficiency and experiences. Technology has come a long way in the past few years and now web-based platforms are being used to disseminate information to consumers around the world in a much more efficient manner. The Internet and mobile devices are key places to advertise and enhance brand awareness, which is why middleware, platforms and operations are becoming more entwined in marketing plans. Also, digital content in the form of infographics, videos, slideshows and blog posts are now much more effective means of compelling consumers to make purchases. Areas of Investment Marketing technology leverages strategy, technology and content to influence the path to purchase. And there is room for growth all across this spectrum, whether it’s in marketing software, lead gen, demand gen, graphic design or collaboration tools. SaaS platforms that integrate all of these elements into a scalable process are of particular interest leading into 2016. According to Chiefmartec.com, $21.8 billion was invested in the following areas during 2015: Marketing Middleware Marketing Operations Marketing Backbone Platforms Marketing Experiences As the market for marketing technology continues to grow, new areas for investment are inevitably going to emerge. For example, content...
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