Marketers are making martech a priority, although some organizations have found their stacks becoming increasingly complex and are looking to simplify them. Some 57% of marketers are feeling overwhelmed by the number of martech platforms available on the market, according to a new study by U.K.-based Clevertouch Consulting. Fifty-four percent of marketers say they’re using 50 tech platforms or more.

Of the 250 marketers surveyed, 55% indicated their companies are looking to simplify their stack in the next 12 months.

Why we care. It’s problematic to ask those in a creative profession like marketing to choose between technology and creativity. More likely, marketers are prioritizing technology because it increases their creative capacity. Marketing automation and generative AI tools increase the scale at which marketers can engage consumers.

As for the aim to simplify stacks, manageability is a concern that even some leading vendors are acknowledging.

Dig deeper: Marketers need a unified platform, not more standalone tools

Other findings.

  • 65% of marketers are prioritizing technology over creativity
  • 21% are unable to keep up with how platforms are developing;
  • 17% lack in-house expertise to manage platforms;
  • 64% believe their martech stacks have become more complex in recent years;
  • 54% think martech has made marketing strategies more effective and
  • 25% find martech providing a greater ability to track ROI and lead generation.

The report is based on a survey of 250 marketers in the U.S., U.K. and EU.

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