Not to mention marketing software spending is set to reach $32 billion by the end of this year. On top of that, studies carried out by Gartner show that 50 – 65% of marketing execs plan on spending more on marketing technology in the next year. In fact, martech vendors are sprouting up just about everywhere, each time with newer and more innovative solutions.ĭon’t believe me? Just take a look at the difference between ChiefMartech’s first edition of the Marketing Tech Landscape in 2011 (with roughly 150 vendors) to this year’s edition (with nearly 7,000 vendors)! The transformation is colossal. There’s no denying that the Marketing Technology (‘Martech’) space is flourishing. Why invest in a Marketing Technology Stack? Businesses are now much more keen on mixing and matching different tools to create their own, personalised marketing technology stacks. That being said, there is no ‘one size fits all’ anymore when it comes to employing marketing technologies. This could be for several reasons: a bigger budget and thus the opportunity to invest in a wider range of tools, the involvement of several departments, a larger customer base to serve and more websites & mobile apps to maintain. Marketing technology stacks often vary from business to business depending on both the size of the business and their priorities.įor example, the marketing technology stack of an enterprise business is usually much more intricate than that of a startup or SMB. What is a Marketing Technology Stack?Ī Marketing Technology Stack is essentially a cluster of technology-based tools that digital marketers use to efficiently perform marketing activities, across various channels. So what is a marketing technology stack? Why do I need one? And which tools do I need to complete mine? Let’s take a look. This is essentially where having a marketing technology stack becomes fundamental to your success as an online company. In fact, it’s almost impossible nowadays for digital marketers to perform their tasks without the right tools at their side tools that automate and simplify processes ensuring they get a good return on their marketing investment. Today’s marketing environment is undeniably a busy one.
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