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Marketing Technology Landscape Supergraphic (2014): A Dizzying Look at How Far We’ve Come


How many online marketing tools do you use in a week? Twitter, Facebook and all the other social media sites, a bulk handler like HootSuite, a program to make graphic, the app that runs a contest, two ad networks, an SEO plugin, analytic tools like Trackur and the e-commerce platform for your store. . . I’ve already lost count.

Now get ready for this: Scott Brinker’s updated Marketing Technology Landscape Supergraphic (2014)

marketing_technology_jan2014You don’t have to be able to read it to get the picture. It includes 947 companies in 43 categories and even that can’t be called complete because the landscape is changing on a daily basis. What’s even more amazing is how far we’ve come in only a few years. The 2011 version of this chart only had 100 companies, 2012 had 350.

Brinker said he had no intention of updating this infographic after the 2012 post, but constant nudging and an organizational breakthrough made him change his mind.

The chart is now broken into six categories: Internet, Infrastructure, Marketing Backbone Platforms, Marketing Middleware, Marketing Experiences and Marketing Operations. Once he began slotting the different companies into the proper box he discovered several interesting trends.

 The Emergence of the Marketing Apps Category

These are the apps that let marketers create interactive experiences without investing in their own development process. This includes old favorites like SurveyMonkey and newer finds like Offerpop and Rafflecopter. It’s not enough to talk at your customers, you need to include them in the conversation and these are the tools that help you do that. Many of these help you do it on social and on mobile.

“Ad Tech” in the Minority in the Marketing Technology Landscape

On the flip side, only 10% of the companies on this chart were dedicated to Ad Tech. This includes search and social companies like Kenshoo, display advertising companies like DoubleClick and video advertising like BrightRoll. Says Brinker;

This is indicative of — and directly enabling — the seismic shift of marketing away from advertising to experience-driven marketing. Content marketing, social media marketing, interactive experiences, and the analytical capabilities to optimize those efforts with continuous experimentation are where the largest flood of innovation is occurring. For instance, there are 66 vendors in just the social media marketing category alone (and many more that I couldn’t squeeze in).

A Rich Collection of Agile Marketing Tools

This is the portion of the program that pulls it all together. It’s mind-mapping and creative project management. It’s the tools that let online marketers respond on the fly with not just a Tweet but a whole campaign when something buzzworthy happens in the world.

Last year, Mr. Brinker posted this energizing SlideShare presentation on the topic. Watch it, you’ll laugh and learn. That’s a winning combination.

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  • http://blog.bostondave.net/ BostonDave

    I would have expected the number of companies to grow but much more consolidation.