The digital marketing landscape is evolving rapidly, creating new opportunities for businesses to connect with their audiences.
In virtually every MarTech category, at least one in four Australian organisations are actively reviewing their current platforms, with analytics (42%), customer data management (39%) and personalisation (37%) top of the list (Resolution Digital State of MarTech in Australia 2025). While it might feel safer to add another tool or pilot the latest AI capability, the outcome is often the same: more complexity, slower execution, and fewer tangible results.
But tearing it all down and starting from scratch isn’t the answer, either. At Resolution Digital, we don’t believe in digital transformation for its own sake. We believe in Digital Evolution—a more pragmatic, sustainable approach where businesses optimise what they already have to move faster, smarter, and more efficiently.
In today's high-stakes marketing environment, the size of your MarTech stack no longer reflects ambition, but reveals vulnerability. The truth is, most Australian brands aren’t suffering from a lack of tools, but from an excess of them.
The Age of Stack Bloat
Globally, the State of MarTech 2025 Brinker and Riemersma report revealed over 15,000 MarTech tools are now in play—a 100x increase since 2011. Yet despite this abundance, many organisations still struggle with basic foundations like unified data, consistent CX, and campaign agility. In Australia, only 8% of businesses say they can deliver cross-channel personalisation via a unified customer view. While 87% of marketers are experimenting with AI tools like ChatGPT or Gemini, fewer than 1 in 5 have integrated them into a stack that can produce end-to-end outcomes. (Resolution Digital & Brinker, 2025)
Across finance, retail, and technology sectors, we see the same symptoms: bloated stacks, overlapping licences, siloed data, and underutilised platforms. More tools don’t equal better outcomes—they often equal more noise.
Velocity, Not Vanity
The modern MarTech stack has one job: enable speed. Speed to launch campaigns, adapt to customer signals, and automate intelligently. If your ecosystem can’t do that, it’s not an asset, it’s a liability.
Many brands mistake complexity for capability, layering point solutions with band-aid integrations. These ‘Frankenstacks’ might impress on paper, but in practice they underperform—dragging teams down with inefficiencies, fatigue, and lost opportunity.
That’s why at Resolution Digital, we help clients move from clutter to clarity. Not through transformation, but through purposeful evolution.
Evolution > Transformation
Transformation sounds appealing as it promises a blank slate. But in reality, it’s often costly, disruptive and unnecessary. Instead, evolution enables brands to build smarter on what they already own.
You don’t need to start over. You need to unlock more from what’s already in place.
AI won’t solve stack dysfunction—it will amplify it. Without aligned data, governance, and orchestration, AI becomes another point of complexity, not a competitive advantage.
Deploying AI into a disconnected stack is like adding a turbocharger to a car with no wheels. It’s why we encourage AI adoption only after the stack is ready to support intelligent automation, not before.
Strategy Before Software
Buying more software won’t solve strategic issues. Your MarTech stack is only as valuable as your ability to use it effectively. That’s why our work as a MarTech consulting agency is rooted in aligning platforms with business outcomes:
- Seamless customer experiences
- Cross-channel workflow efficiency
- Clean, actionable data
- Commercial impact not just system uptime
Without that orchestration, software becomes shelfware.
What Winning Brands Do Differently
The brands that succeed in 2025 aren’t chasing the newest tools, they’re focused on using fewer, better. They:
- Measure value, not volume
- Evolve continuously, rather than waiting for a rebuild
- Partner to build internal capability, not offload responsibility>
The Evolution Starts Now
The future isn’t about having more, it’s about moving faster. MarTech evolution is how high-performing brands are simplifying complexity, increasing agility, and unlocking value without starting over. At Resolution Digital, we don’t just integrate tools. We build capability. We help clients evolve smarter, so their stacks become systems of speed, not sources of friction. Because in 2025, the winners won’t be the brands with the most platforms. They’ll be the ones with the fewest barriers to execution.
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State of MarTech in Australia Report
The new State of MarTech 2025 report aims to provide insights into the short-term future of digital marketing and to provide an updated perspective on our rapidly changing media landscape.
