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Convergence And The Power Of Data In Modern Marketing

Columnist Josh Manion takes a look at how marketing technologies are converging and explains why tag management is helping to drive that convergence. Scott Brinker's 2016 Marketing Technology Landscape Supergraphic documents what many enterprise marketing teams deal with daily: The proliferation of marketing technology vendors, which has doubled yet again since last year. Manion states: "Innovation comes from extraordinary creativity in our industry. It also has its negative side: the fragmentation caused by rapid proliferation of martech tools and the siloed data they generate.At the same time, several forces are converging to help unlock the power of data for marketing initiatives." Manion argues that technology is converging and it's no longer clear which vendors are moving into what spaces and which technologies work better together. At the same time, the vendors are collecting and integrating tons of customer data.

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