An In-Depth Look at DuMont’s “Entirely” and The Future of MarTech Ecosystems
When a seasoned player like DuMont steps into the complex dance of MarTech (Marketing Technology), the entire market takes notice. With its recent revelation of “Entirely,” the media and technology powerhouse is looking beyond the run-of-the-mill digital marketing tools to forge the first open international MarTech ecosystem.
Scheduled to debut in the first half of 2025, Entirely is DuMont’s ambitious venture to revolutionize the way global MarTech applications communicate, integrate, and serve businesses. At a time when investments in marketing technologies are soaring—Deloitte’s CMO Survey 2024 suggests nearly 30% of marketing budgets will pour into tech—the idea of a seamless framework capable of uniting a myriad of tools is particularly enticing.
The Pinnacle of Integration
Entirely is a beacon for businesses struggling against technical odds, looking to maximize their marketing strategies often with strained resources. With marketing departments under the gun to do more with less, only 24% of CMOs feel their budget is adequate, according to Gartner’s 2024 CMO Spend Survey. The need for an ecosystem that breaks down data silos, reduces dependency, and introduces advanced AI capabilities is clear and pressing.
Entirely’s promise is one of flexibility, control, and gradual liberation from vendor lock-in that can stifle innovation and agility within the marketing technology stack. By adopting a holistic approach, DuMont is taking a stance to tackle the growing complexity of the digital marketing landscape. “We offer companies a product that efficiently unites data, processes, and teams,” says Dr. Christoph Bauer, CEO of DuMont and Entirely. It’s a statement that encapsulates the ambition to serve enterprises with a “best-in-class” product fit for the dynamic conditions of our time.
Strong Pillars of a United Market
The pillars of Entirely are firmly planted in the roots of its valuable partners—censhare, ELAINE, Facelift, and MARMIND—acquired successively since 2017 into DuMont’s Marketing Technologies division. Now collectively overseeing more than 2,800 clients across 12 countries, these entities will continue to grow under the Entirely umbrella.
Europe’s MarTech Champion
Aside from the advancement of a fully integrated MarTech platform, a considerable strategic edge lies in Entirely’s European origins. Europe’s stringent data protection legislation, GDPR, means Entirely is positioned to offer robust data privacy compliance—a significant factor on the global stage. Bauer has his sights on forging a European MarTech champion, a vision likely to resonate with businesses mindful of the implications of data sovereignty.
Reflection on the MarTech Market Trends
The emerging MarTech trends are evident in DuMont’s strategy with Entirely. Integration, AI, and digital transformation are the buzzwords turning into tangible solutions. As Entirely gears up to tackle issues of interoperability and data cohesion, it foreshadows a broader move within the PIM market toward ecosystems that work seamlessly together. In the volatile MarTech landscape, companies increasingly demand platforms that can adapt quickly and meld into existing infrastructures without causing disruption. Consequently, Entirely’s concept of an open, integrated, and adaptive system could become a blueprint for the future of marketing technology—combining the rigidity of process with the fluidity of innovation.
For businesses, this could mean more effective data management and a centralized view of their operations, elevating the PIM market to new heights of operational excellence and strategic insight. With the era of closed, stifling systems becoming a remnant of the past, Entirely is charting a course toward a horizon where accessibility and unity reign supreme.
Clearly, Entirely isn’t just about stitching together a series of applications—it’s about redefining the MarTech ecosystem itself. By merging PIM, DAM, and ERP elements under one holistic, agile system, DuMont is not merely proposing a new product; it’s championing a new order of market technologies—one that echoes the demands of marketers hungry for change, precision, and a touch of marketing genius.
As we count down to 2025, the marketing community is watching closely. DuMont’s gambit could halt the fragmentation of the MarTech landscape, presenting a cohesive narrative where every part and piece finds its place within a grander marketing symphony—a formidable vision by any standard.
