FT Insights: Trends Shaping Tech Marketing

A constant challenge facing technology marketers is standing out with a distinctive and meaningful message on key topics. The Financial Times’ flagship Global Insight Study (GIST) helps enterprise technology brands to engage senior business decision-makers with a unique voice. To unlock the full potential of our insights, book a meeting with the team.

The FT Tech GIST explores industry trends, sentiments and investment directions, with a focus on AI, Cloud and Cyber Security.

This year's study also examined the top 36 enterprise technology companies, assessing audience perception across all stages of the marketing funnel - from familiarity to consideration, usage and recommendation.

The study provides valuable insights designed to help marketers create messaging that resonates with the FT audience and strengthens their position against competitors.

2025 will be a transformative year in enterprise technology. Advances in machine learning, AI, Cyber Security and Cloud Computing will reshape how companies operate, innovate, and interact with their customer base.

Staying ahead of trends impacting the industry and understanding your place versus your competitors has never been more important for enterprise technology brands.

Transformation will not happen without investment and the FT audience are planning huge increases in their investment over the next 12 months

• 84% of FT Tech influencers globally plan to increase or keep consistent their IT investments in the next 12 months.
• 81% are looking to increase or keep consistent their investment in AI
• 91% are looking to increase or keep consistent their investment in cybersecurity.
• Media consumption is impacting the direction of this investment, with 21% of the audience having purchased a product after seeing an advert from a technology company and 15% investing in the company

We’re committed to providing clients with the market insights they need to succeed, and this biannual research forms the cornerstone of our partnerships with technology brands.

To learn more about what’s driving these predicted investments, the impact of media consumption and your brands positioning amongst technology competitors, book a meeting here.