• Mr. Rajesh Kumar
• Dr. Ani Smriti

In recent years, data-based marketing has swept through the business world. In its wake, measurable performance and accountability have become the keys to marketing success. MarTech is very important for marketing managers, but as the world continues to prioritize the digital space, it will become an area in which the managers need to become an expert. MarTech stands for “marketing technology”; it encompasses all of the software marketers use for marketing goals and objectives, such as analytics programs, marketing automation platforms, and social media tools. Marketing managers also use MarTech for all kinds of programs, like advertising, content marketing, relationship building, sales, and data gathering and analysis. Marketing technology encompasses also technology to reach online customers to provide pre-eminent customer experience, to meaningfully engage and retain them. The Digital Era is characterized by technology that increases the speed and breadth of knowledge turnover within the economy and society. In time, within this version of the Internet, software agents will exchange knowledge without human intervention. The purpose of the study is to emphasize the concept of the Digital era and MarTech. The research method of this study used the secondary data listed in different databases of books, research papers, and related articles on the internet of MarTech. The present study will undertake to describe the challenges and opportunities of MarTech.

Digital era, MarTech, MarTech strategy, online business, challenges, opportunities.

"Emerging Trends Of Martech In Digital Era: Challenges And Opportunities.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 11, page no.a137-a142, November-2021, Available :http://www.jetir.org/papers/JETIR2111019.pdf

"Emerging Trends Of Martech In Digital Era: Challenges And Opportunities.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 11, page no. ppa137-a142, November-2021, Available at : http://www.jetir.org/papers/JETIR2111019.pdf