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MarTech Realities: Integration, Build vs. Buy Decisions

January 22nd, 2015

MarTech Realities: Integration, Build vs. Buy DecisionsMore people are talking about digital marketing technology. And that means more numbers.

We started the year with this "inspiring," "frightening" number — 1,876, or the number of marketing tech vendors out there.

Today, we continue to the conversation with another number: 50. That’s 50 as in the percentage of digital marketers who favor a marketing cloud suite — the same number who like a best-of-breed solution approach.

That’s the finding of the Winterberry group, which interviewed more than 50 advertisers, marketers, publishers, technology developers and marketing service providers last fall. Marketers, the research found, are evenly divided when it comes to the build vs. buy debate.