How to Build a Mobile-Centric MarTech Stack [Guide]
As the digital ecosystem continues to expand and evolve, SaaS technology has become a mission-critical component for effective marketing operations. Marketing and advertising technology falls into numerous complex and overlapping categories, with literally thousands of partners competing for your marketing dollars.
Whether you’re building your marketing tech stack from a mobile-first or web-first perspective, it can be daunting to know where to start as well as when and how to expand. And while adding or changing marketing technology requires significant investment in terms of vetting, training, development, and other resources, adaptability is key to success.
According to Ascend2’s March 2019 survey, 67% of marketers are adding new types of MarTech to the stack on a quarterly or monthly basis.
The reasons for building a mobile marketing tech stack are varied but clear:
- From campaign orchestration to automation, measurement and data enrichment, marketing technology has the ability to significantly increase efficiency, visibility, flexibility, and value across marketing operations.
- While some services can be built in-house, doing so requires significant resources and in some cases, it may be impossible or unscalable to effectively replicate certain products (e.g. mobile attribution).
- Marketing technology is extremely competitive, with multiple providers offering similar services in each category. While there are clear leaders who carry up to ~80% market share in a given category, there is also a constant influx of new players. This drives rapid innovation and price competition, which means the partner evaluation process is never truly put to rest.
Although there is no standard formula for success, the purpose of this guide is to provide a framework for how to build a solid marketing tech stack—focusing specifically on mobile as the core platform.
We will examine the following topics throughout the course of this guide:
- MarTech Stack Foundations: establishing strategic goals and defining key stack solutions to consider across your product life cycle
- Category Deep Dives: product analytics, marketing automation, mobile attribution, and customer data platforms (CDPs)
- Advanced Considerations: evaluation criteria, getting internal buy-in, setting timeline expectations, and structural tradeoffs supported by industry trends (e.g. stack design frameworks, cost/benefit analysis, building vs. buying technology, opting for best-in-breed vs. all-in-one tools, etc.)