Digital Marketing Stack: Half or Full?
The digital marketing technology stack is like a stack of pancakes. Too little and you might not be satisfied. Too much and you have buyer's remorse. How do you get it just right? What is the digital marketing technology stack? The answer will differ depending on who you ask. Some will define it as marketing automation, a digital marketing hub, sales automation, content management, ecommerce or some combination of each. The digital marketing stack is a subset of the marketing technology stack. The digital marketing hub (DMH) is defined by Gartner's as, provides marketers and applications with standardized access to audience data, content, workflow triggers and operational analytics to automate execution and optimization of multi-channel campaigns, conversations, experiences and data collection across online and offline channels. DMHs are focused on the top of the funnel. "Advanced" digital businesses though are looking to manage and optimize the ent...