April 10, 2019

More Marketers Have Integrated Martech Stacks

More Marketers Have Integrated Martech Stacks: Walker Sands Study

Walker Sands

Now for some good news: integration of marketing stacks has improved sharply over the past two years, according to Walker Sands’ State of Marketing Technology 2019 report. Compared with the 2017 study, companies with an integrated best of breed stack rose from 27% to 34% and those using a single vendor suite rose from 21% to 27%. Limited piecemeal and fragmented best of breed stacks fell from 42% to 17%. Just 7% reported they have no marketing technology, compared with 17% in the earlier report.

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Zoho Launches Tighter Integration Among Its Marketing Apps

Zoho

Right on cue, small business software vendor Zoho announced tighter integration among the marketing components within its 40+ app collection. The new platform, MarketingHub, lets users run marketing campaigns spanning Zoho CRM, Campaigns, Sites, Survey, Backstage, and Social apps, in addition to connecting with Facebook, Twitter, LinkedIn, Shopify, Eventbrite, SurveyMonkey, and other external systems. Lack of integration among Zoho components has been a significant pain point.

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Advertising Trade Groups Create Data Privacy Coalition

Privacy for America

Wrapping up an atypically cheerful sequence, major advertising organizations have launched a “Privacy for America” coalition that will lobby for surprisingly reasonable of principles to improve consumer privacy protections. You can argue that they’re only trying to forestall more stringent state legislation and if you’re really cynical you can say they’re trying to hobble Facebook, Google and other data collectors. But it’s a beautiful spring day so let’s just see it as a step in the right direction.

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