“Heavy Martech” Usage Soars, Giving Tag Management A Big Boost

Columnist Erik Bratt discusses the explosion of marketing technology (martech) over the past few years and its implication for marketers.

Watch out, marketers – here comes “heavy martech.” What else to call the stunning rise in technology use over the last three years? According to a new report by Econsultancy and Tealium (my employer which, full disclosure, offers tag management solutions) called, “The ROI of Tag Management, 2015 Edition,” (registration required) there is clearly an explosion in the development and use of marketing technology. Econsultancy produced the report based upon insight from a January 2015 survey of 311 digital marketers familiar with their organization’s use of tags. Among the many compelling insights in the report is this nugget: 51 percent of organizations are now using 21 or more digital marketing solutions — a 42 percent increase from just three years ago. The figure is compelling because, when it comes to companies using fewer solutions (10 or less), the number has actually decreased from 2012 to 2015, 43 percent to 35 percent respectively. A middle tier of companies, those using 11-20 vendors, is almost even, while the number of companies engaged in heavy marketing technology usage, 21 or more, has skyrocketed. In fact, those firms using more than 30 solutions has jumped a full 10 percentage points, as you can see in the chart below.

Another reason for the growth of tag management is its ability to support mobile applications, as well as correlate all these disparate data sources together as a stepping stone for unified marketing, i.e., the ability to drive consistent, real-time interactions across all touch points. Eighty-two percent of respondents agreed with the statement that “effectively managing tags is fundamental to real-time marketing that’s based on unified customer data.” Who knows? As marketers continue to learn how to better navigate and maximize heavy technology use, in three years we may be talking about “massive match.”


Digital marketing helps you to find yourself in first place among the other competitors.
We help you to strategically plan and execute your product and services through our online platforms.

Pixotri technology is a creative house developing quality web designs,E-Commerce solution.SEO services and Gaming development.
Contact us for your Digital marketing requirements.email-info@pixotritechnologies.com.
Visit our website:www.pixotritechnologies.com
http://marketingland.com/tag-management-comes-age-heavy-martech-usage-soars-121406