According to a recent Gartner survey, the average large company has 22 marketing technologies in their stack and 8 more in process, with the Big 5 (Google, Adobe, Salesforce, Oracle and IBM) accounting for 36% of all deployments.
Further, 88% of companies with one of those Big 5 installed reported integrations with at least one other Big 5 product, meaning, no matter which of these “clouds” they work with, businesses still need a multi-vendor integration strategy to create a single view of the customer.
Independent surveys such as these help us understand how vendors compare to one another and paint a picture of the complex and evolving state of the marketing technology stack. Their findings reinforce the critical need for data infrastructure to integrate across all of the devices and tools that modern marketers use to engage with target audiences.
Based on our review of the Gartner survey and other recent reports on the martech industry, we’ve identified 3 key trends that inspire this playbook:
- Fragmentation is Real: Despite the much-anticipated convergence of martech and adtech, more end users of these technologies are demanding tools tailored to specific needs. Why? While martech and adtech are consolidating from an execution perspective, increasingly diverse analytics and data insight requirements, along with platform-specific requirements, like mobile push notifications, still require their own unique solutions. This will remain the case for the foreseeable future.
- The Big 5 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 have a multi-vendor data strategy.
- Demand for Customer Data Platforms is increasing: Most Digital Marketing Hubs offer built-in execution tools ranging from DSP’s and ESP’s to CMS’s and multichannel tools. (don’t worry if you don’t know all these. The These are often considered separately from standalone Customer Data Platforms (CDPs), which provide a unified customer view and are, by definition, execution tool agnostic. The categories are not wholly exclusive of one another (mParticle is considered by Gartner to be both a CDP and a Digital Marketing Hub), but, in any event, the need unified customer data across tools is clear.
Ready to Get Started?
Grouped by topic, here are some resources to help you ensure the whole of your martech stack is greater than the sum of its individual parts:
Introduction: Four reasons customer data infrastructure and connectivity are an urgent issue for CMOs.
Data Connectivity & Control: Expert guidance to help methodically design and build a proper, API-led data foundation.
- First, Master the Fundamentals: Marketing Data Connectivity & Control
- [Checklist] How to Connect & Control Your Marketing Stack Like a Boss
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.