It’s no surprise then that ‘data solutions’ was the area of highest growth coming into 2020 at 25.5% year-on-year ( MarTech Today). Tools are becoming increasingly integrated, but implementing and hacking around these integrations can be a challenge for digital marketing teams. Martech is growing exponentially – can you keep up?Īs the number of digital marketing tools increases, the old-school data silo habits are creeping back in. MarTech is growing exponentially – can you keep up? As such, navigating the marketing technology landscape is becoming an increasingly challenging task marketing teams. The scope of various sectors has creeped, as represented by the 6 categories and 50 subcategories in the 2019 analysis. Over the last 8 years, the number of marketing tools has grown 4500% according to the research from Chief Martec (image below). The number of martech tools available has moved in lockstep with the popularity of the term itself. Embed an integrated web analytics platform and your commercial operations will be set for atmospheric growth. When done correctly, a martech stack will improve sales and marketing operations and automate various processes. From data duplication to wasted time and effort, we’ve seen it happen! The characteristics of the forward-thinking marketing department is their strategic use of tools in a streamlined way. Historically, marketers have used various marketing tools in silos and in isolation from one another. Much like a product tech stack, a marketing stack is well integrated and operates as a cohesive unit. You’ve probably come across a ‘full-stack’ developer at some stage.Īs the number of marketing tech tools available to marketers has increased over the same number of years, a ‘stack’ is now more commonly used. The term ‘stack’ has been used in technology for years as developers describe their various technologies and codebases this way. Start stacking up your marketing tools in these areasĪ marketing technology stack is a suite of integrated marketing technology tools that create business growth.
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