Build versus buy is a debate that precedes digital marketing clouds. It’s nothing new.
But it’s hot in digital marketing. And it’s something that got a lot of people talking during the annual Marketing Technology Conference this past summer in Boston.
"The explosion in marketing technology (martech) is a wonderful opportunity for all of us in digital marketing," said Jay Calavas, chief evangelist for San Diego-based tag management provider Tealium. He made his comments during a CMSWire/Tealium webinar this week, "Build vs. Buy Your Marketing Cloud — A Roundtable."
"There are more than 1,000 digital marketing solutions," Calavas added. "That’s a good thing. Here at Tealium we’ve experienced a huge growth in the tag management space, the desire for the marketer to manage data and distribute it off to all their marketing technology partners."
So the verdict in the build vs. debate from the webinar panelists? It’s all about your organization’s ability to match marketing technology with core business objectives and have solutions in place that integrate well.