Marketers are making martech a priority, although some organizations have found their stacks becoming increasingly complex and are looking to simplify them. Some 57% of marketers are feeling overwhelmed by the number of martech platforms available on the market, according to a new study by U.K.-based Clevertouch Consulting. Fifty-four percent of marketers say they’re using 50 tech platforms or more.
Of the 250 marketers surveyed, 55% indicated their companies are looking to simplify their stack in the next 12 months.
Why we care. It’s problematic to ask those in a creative profession like marketing to choose between technology and creativity. More likely, marketers are prioritizing technology because it increases their creative capacity. Marketing automation and generative AI tools increase the scale at which marketers can engage consumers.
As for the aim to simplify stacks, manageability is a concern that even some leading vendors are acknowledging.
Dig deeper: Marketers need a unified platform, not more standalone tools
Other findings.
- 65% of marketers are prioritizing technology over creativity
- 21% are unable to keep up with how platforms are developing;
- 17% lack in-house expertise to manage platforms;
- 64% believe their martech stacks have become more complex in recent years;
- 54% think martech has made marketing strategies more effective and
- 25% find martech providing a greater ability to track ROI and lead generation.
The report is based on a survey of 250 marketers in the U.S., U.K. and EU.
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About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
