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Only 1 percent of companies are optimally equipped

06/23/2022 – The benchmark study “Marketing Tech Monitor 2022” shows that most marketers know the goal, but often get tangled up on the way to the perfect technology stack

by Dominik Grollman

The desire for mass, individualized customer interaction in data-driven marketing, the end of the 3rd party cookie era and the associated need to generate your own 1st party data are radically turning marketing upside down. Only very few companies succeed in orchestrating the complex interaction of MarTech, know-how, processes and data into a common symphony.

Only one percent of the companies say of themselves that their MarTech landscape is optimized with foresight, for the majority (47 percent) the MarTech landscape is at least documented and comprehensible. On the other hand, a fifth of the companies have hardly any overview, not even of their own existing tool landscape. This is one of the central results of the “Marketing Tech Monitor 2022” benchmark study
“, for which the consulting firm Marketing Tech Lab
300 marketing/digital managers from the DACH region surveyed.

A fifth of the companies are flying blind

And this phenomenon can not only be observed in smaller companies: even large companies state that they do not know and cannot understand which application landscapes exist in the various areas and markets, or what is used effectively – including agency solutions.

The systematic collection and use of data is still not the norm. Only 20 percent of companies describe themselves as “data-ready”. Another big problem: Most companies also use external platforms and ecosystems for advertising and marketing that lack transparency. This encourages ad fraud. At the same time, many companies often lack something fundamental, such as a common language and common goals. Questions such as: “What level of granularity is required for use cases or requirements? What is meant by a CDP and in which application context does it really make sense?” have not been sufficiently clarified – there is a lack of common understanding and semantics.

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At the same time, more and more providers are entering the market with new IT applications. The result: Too many different tools are in use that can hardly be reconciled. “In reality, fully integrated full-stack offers often turn out to be a patchwork of wildly purchased applications,” says Ralf Strauss, Managing Partner of the Marketing Tech Lab and President of the German Marketing Association. According to his experience “Individual strategies when setting up and expanding a technology stack are the order of the day, including a dedicated data strategy and activation”Strauss continued.

The most important study findings at a glance:

  • What are the drivers of the marketing technology and data strategy? It is the progressive fragmentation of the touchpoints (78 percent) in combination with the elimination of 3rd party cookies (66 percent) and a lack of customer experience (65 percent).
  • How far along are data readiness, data strategy and data architectures?
    The majority of companies have not yet formulated their own data strategy. You have many data sources with partners (agencies) and repeatedly postpone the maintenance of master data in day-to-day business. The rights to the agency data are often not clarified.
  • What are the most important MarTech topics in the coming years? Addressing users efficiently requires 1st party data. That is why the consolidation of the data landscape (79 percent), the completion of the marketing technology landscape (66 percent) and the development of MarTech know-how (64 percent) land in the top rankings.
  • What do companies have to struggle with the most? In reality, the implementation of the concepts proves to be more complex than originally assumed. In particular, the implementation of omnichannel, digitization in sales or the effective acquisition and use of consumer insights cause difficulties.

In addition to the detailed presentation of the status quo, the trend report also shows how companies – including Volkswagen, Vodafone, Domino’s or Flaschenpost – proceeded to develop a MarTech landscape, which tools and strategies they used and what lessons they learned on the way to digital transformation of their own marketing.

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