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.
Read the whole story at Marketing Land »
