The dark side of marketing technology (martech) - ClickZ

Regardless of size, most companies are using some form of martech, from email automation tools like MailChimp to social media management tools like Sprout Social. For enterprise-level organizations, the explosion of tools combined with new capabilities like AI and machine learning make it possible to scale marketing efforts more quickly and efficiently than ever before. Even so, there is a dark side to all this tech--namely, confusion. In 2011, Scott Brinker's martech landscape contained just 150 tools. A survey by the World Advertising Research Center and global finance company BDO, revealed that 76% of marketers wanted to add more tools to their existing martech stack.