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The role of technologies in digital marketing and online advertising cannot be overemphasized in this present world. The marketing technology landscape is rapidly evolving, with hundreds of various software technologies crowding an ever-increasing number of categories.

As marketing becomes more and more entangled in software — as everything becomes more and more digital — the art of managing marketing increasingly resembles the art of managing software. Scott Brinker (“Hacking Marketing”)

In general, an average company makes use of a great variety of CRM, CMS, ERP system, Analytics and Reporting, Email, billing systems and other important tools to achieve a more comprehensive approach within a company’s marketing strategy. All the systems listed above have various roles to play. While some of them are needed for managerial purposes or used for planning; others are employed to help the company to achieve a better analysis of the processes.

Obviously, all these systems have numerous advantages despite the fact that they, as a rule, remain independent from each other. However, by merging them into integrated marketing technology stack, companies would use them more effectively. Such an approach will lead to a more unified work with data and seamless customer service across different points of engagement. Below here is a vivid example of well-structured integrated marketing technology stacks, that companies are using in their everyday life.


Without any shadow of doubt, investment in technological integrated platforms and related skills is fast becoming a prerequisite for success. Companies who have adopted this approach are currently reaping the dividends in numerous ways.

Since tight integration involves a grouping of technologies that marketers leverage to improve their marketing activities, it gives the potential to innovate and scale marketing in highly agile ways that surpasses the efforts of independent systems as we knew them in the classical marketing universe. These are some of the immense benefits any organization stand to gain by integrating the various technological tools at their disposal.

1. Cost Savings

A tightly integrated system can help your business save money. Just imagine the cost you’ll incur by running all the tools in your organization independent of each other. It will not only burn you out but increase your expenses in terms of logistics and maintenance. Now compare that with integrated marketing stack, where with the aid of a simple tool, you can easily automate different processes within a short time. Thus, companies combining digital marketing skills with technology reduce expenditure and bring all round productivity.

2. Reduce Stress

One of the major focuses of integrated marketing technologies is to make difficult processes easier for any employee of an organization or agency. Because technically, marketing optimization includes a set of measures such as user-friendly interface, content templates, processes automation, easy data extraction and consolidation, instant marketing communication and other measures that lead to a more unified and effective approach deprived of stress and inconsistency.

3. Data Analysis & Planning

Integrated technology stack enables the automation of time-consuming marketing tasks to improve marketing performance and drive more efficient spending. For instance, integration between technologies allows for data consolidation needed for launching effective ad campaigns, budget management, and planning. A recent example of such integration is the customization case for video publishers developed by our team.

4. Creativity

With automated and integrated marketing technology stack, there is more room for creativity. When a marketer doesn’t need to waste time on data processing and other manual tasks, he could focus more on generation of new ideas needed for business development.


Without robust integration between technology and customer experience, the encounters that consumers have with brands offline and online can be inconsistent. Therefore, marketers must use technology, data and research to understand their audience and instil confidence in their visitors’ purchasing decisions by equipping them with all the necessary information they might need. Here are some benefits that help marketers enhance their technology stack to achieve these overriding goals:

1. Better Targeting

With a tightly integrated marketing strategy, you are able to reach more people who are more likely to be interested in your product or service. This means that your ads (social, search, programmatic) will be more effective when presented to the audience who is likely to be already interested in your product. Therefore, thanks to data analysis from CRM and DMP systems, the combination of social media and digital advertising, as an option, can make your message go to the right audience. With this, messages can be targeted with a laser focus to very specific groups while offering them relevant content.

2. Greater Brand Visibility

If you want to get potential customers to notice your products and brand more, advertising and integrated brand promotion is the way to go. With the integrated marketing stack it is possible to know where your customers come from, what content works best with them, their attitude to the brand (brand recognition), and etc. Such a cohesive approach to data analysis will help you to identify the most effective channels for your brand promotion.
It can be a challenge to build a good rapport with your potential customers until they take note of your business and this can be possible with the help of integrated marketing solutions.

3. Greatly Reinforce Your Position in the Market

By utilizing integrated advertising, you can better reinforce your market position through repetition of your message. It also allows you to touch your targets through multiple channels.

4. Generate Leads

The goal of advertising and comprehensive marketing is to generate and nurture leads. Since consumers and businesses now make online researches about the product or service before making a buying decision, you must have a strong web presence that compels them to reach out to you. It should be responsive (pretty on mobile devices and tablets), digestible, and compelling. All these are possible with the help of integrated advertising promotion and marketing communications.
Integrated advertising also helps you to accomplish each of these goals seamlessly and provides more meaningful contacts for leads in the nurturing phase, along with higher quality new leads because you are answering questions that matter to your prospects. As for integrated marketing communications, it ensures that all forms of communications and messages are carefully linked together.

5. Increased Connection with Customers

It offers an instant connection to customers. As a result, customer service issues can be resolved faster through social media chats, a website form, a letter or a call. Asides that, customers become aware of sales and promotions faster and ads can target users based on their specific needs and interests, helping them find solutions faster than before.
Furthermore, a lack of integrated marketing technology reduces the chances of providing a seamless customer experience. It will definitely be frustrating for marketers and other employees, who want to go about their jobs without unnecessary restrictions in their ability to acquire, retain and delight customers.

As evident from the above, the benefits of integrated tech stack is beyond debate, but let’s see what in fact best describes organizations approach to marketing tech stack (the chart includes more than 3000 respondents; regional comparison).

Source: Adobe



One of the major challenges for marketers involves having to figure out the right solutions for their businesses, and integrate these technologies by all means. For instance, one of the main struggle is ERP integration with other enterprise systems to meet growing business demands. Luckily, core marketing technology platforms are increasingly open and can easily be integrated with more specialized solutions. Some of these platforms even offer open APIs and marketplaces to enable third-party developers release complementary products. If you need any help in technology integration, we are always there to help you: https://adoppler.com/services/integration.


Redundancy within your marketing technology stack is inevitable owing to the increasing number of marketing technologies to choose from, and the range of new products and features is emerging daily. Marketers should, however, strive to avoid it whenever possible. The right course is to choose a full-stack solution that would almost completely meet your company needs, and allows for further customization and technology integrations around this core solution.


It is caused by a lack of vision, will conservatism, internal politics and stagnant leadership. While many organizations believe that integrated technology and the use of digital technology will increase growth in their business, they however feel too reluctant to change. Businesses that are too slow to evolve and afraid to take chances will be left behind.


Many companies lack the necessary digital skills in key areas of advertising, marketing, social media, process automation, performance monitoring and analysis. To perfectly integrate all these technologies together, you need an expert with a sound knowledge in the field of martech.


To help companies craft integration architecture for digital transformation, establish agility for business change and develop better structures and processes for integration, it is necessary to establish close cooperation between service providers and the company itself. To that end, it is vitally important to study internal processes of the company, understand its goals and objectives, and pursue a well-defined strategy.
Below are some tips to help out:


Check the already existing technologies and the required ones with regard to functionality, dashboards, plugin points, support, etc. Make sure these technologies and solutions are compatible. Assess risk both quantitatively and qualitatively.


Before integration begins, marketers need to understand customizations since it may delay the project. Take the time to know how custom the integrations will be with each vendor while evaluating marketing technologies.


Before you integrate a new platform or tool, look at the vendor’s support team and programs. Successful integrations can be difficult to complete on your own.


It is important to do some analysis before integrating new marketing technology. You should know the main aim of putting these data together and how to go about it. Furthermore, determine the type of data, frequency of data and the strategy to be employed in designing the integration.


Fragmented approach between technologies is something we are all likely to forget soon. In the coming years it will be a thing of the past replaced by tightly integrated marketing technology stack.
Seamless integrative approach between technologies is something every company should strive for. It is too daring to say that it is a cure-all in the ad tech and martech field, however, it definitely has obvious advantages, and benefits nearly all aspects of the business. Companies see the real value when they use integrated data and technology to deliver those engaging and relevant experiences that customers love and demand.