According to a recent Gartner survey, the average large company has 22 marketing technologies in their stack and 8 more in process. Of these technologies, the Big Five (Google, Adobe, Salesforce, Oracle and IBM) account for 36% of all deployments. The overwhelming majority of organizations using a Big Five platform also reported using at least one other Big Five product. This goes to show that no matter which cloud platform these businesses are using, they still need a multi-vendor integration strategy to create a single view of the customer.
The marketing technology stack is ever-evolving, leaving companies to continuously strive to create strategies to integrate data from across all of the devices and tools used to engage with target audiences.
Based on our review of the Gartner survey and other recent reports on the martech industry, we’ve identified three key trends to keep in mind as you consider your data strategy’s efficiency:
- Fragmentation is real: The much-anticipated convergence of martech and adtech consolidated a lot from an execution perspective. However, increasingly diverse analytics and data insight requirements, along with platform-specific requirements—like mobile push notifications—still require their own unique solutions resulting in end-users demanding tools tailored to specific needs.
- The Big Five aren’t making the problem go away: While Google, Adobe, Salesforce, Oracle, and IBM account for more than a third of marketing tools in use by large organizations, in some categories they collectively have 0% share, and none of them are dominant in mobile. So, large companies invariably require a multi-vendor data strategy.
- Demand for customer data platforms (CDPs) is increasing: Most digital marketing hubs offer built-in execution tools ranging from DSPs and ESPs to CMSs and multichannel tools. These are often considered separately from standalone CDPs, which provide a unified customer view and are execution tool agnostic. While these tool categories are not mutually exclusive, they emphasize the need for unified customer data across tools in your stack.
Ready to get started?
We have collected some resources to help you develop a strong martech stack strategy:
Introduction: Four reasons customer data infrastructure and connectivity are an urgent issue for CMOs.
Data connectivity and control: Expert guidance to help methodically design and build a proper, API-led data foundation.
Mobile data strategy: The unique complexities of the app marketing and analytics SDK ecosystem and how to select the best mobile data strategy for your organization.
- [Video] How to create a winning app data strategy
- Align marketing and engineering with a win-win app data strategy
Technology selection: 10 questions to identify the right customer data platform for your business.