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What’s in your marketing technology stack?

Author's avatar By Dave Chaffey 21 Sep, 2017
Essential Essential topic

Chart of the Day: The popularity of different martech stack components

You will know that our options for using online services to manage marketing and get insight have increased dramatically over the past few years. Scott Brinker's martech landscape now covers over 5000 martech options.

Our own Essential Digital marketing tools wheel covers what we see as 30 categories that are essential to a medium or large transactional e-commerce business that is serious about growth.  Smaller businesses with less budget and less need for information sharing can benefit from lower cost or even free tools, but are not likely to have as many tools, but can still benefit.

Given this opportunity, it's become essential to audit your martech stack as part of digital strategy development. So when we completed our joint research about Managing Marketing with the Technology for Marketing event, we were interested to see the popularity of using some of the most important services in the marketing technology stack:

Considering the most popular options in the stack, it's no surprise that many had social media management (61%), search management (65%) and email marketing automation (46%) platforms in place before 2017 with over a quarter with a new or updated solution in 2017.  The use of a full marketing cloud to simplify management of technology is surprisingly low at 10%, but one third are considering these for the future.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

This blog post has been tagged with:

Marketing Technology Stack

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