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The companies that dominate digital advertising have been around for over a decade: mainly Yahoo, Google and Microsoft.
But there is a slew of new companies that are grabbing share and will soon dominate the landscape. When I first presented the Rise of the Marketing Technologist, my key exhibit was a kaleidoscope of over 100 logos of marketing technology companies — what better way to viscerally express the awe-inspiring explosion of software in marketing.
Ever since then, I’ve itched to take that hot mess of a graphic and organize it, group the products into categories, and reveal some of the underlying structure of this diverse marketing technology ecosystem. The categories are defined with the rounded boxes, containing logos of representative companies. Many of the challenges I faced in assembling this infographic felt like a metaphor for what marketing technologists wrestle with every day — given time and space constraints, I could only address a subset of possible categories, and in each category, I could only include a fraction of the vendors offering solutions in that space.
There are more categories of marketing software, but I strived to capture the major ones that would be applicable to the largest number of B2B and B2C marketers. Finally, I must give a nod to Terence Kawaja of LUMA Partners, whose LUMAscapes gave me inspiration for how to arrange this landscape. Hard to conceive the work and thought that has to go into something like this but, as a representative of TagMan, we have to say we always find them uncomfortable. Tags enable almost all the things on this chart – managing the tags means better ability to manage all those things.
Your slide impressed upon me the embedded complexity in Marketing, and the many different decision check points customers have to evaluate regarding which assortment of capabilities to leverage for their organization.
This slide strikes me as incredible investment in time, before any customer can begin to build a defensible business case to present to their leadership team.
I just poised a question to a few of the groups I belong to on LinkedIn on how much time would practitioners estimates it takes a company to review, evaluate, acquire, and then deploy any, or all of the 40+ capabilities and I would welcome feedback from this community. Great picture but it should be a one page website on its own with regular updates and addition (e.g.
Indeed, this information is effective for marketers and those who are interesting in marketing technology, Just like me.In above list there are very few of them who are belong to 5 star category. Jerry Wind: The major change is what it has done to consumers because it empowers the consumers. One of the major impacts of the technology has been the availability of technology, especially mobile, every minute of a person’s life. Wind: I gave a presentation on our book to a group of 25 CMOs in the last Association of National Advertising meeting. After the presentation, one of the CMOs in the room said, “We’re the wrong audience for you.” I said, “How come?
Hays: In fact, one of the chief marketing officers that we had on our Sirius “Marketing Matters” radio show recently was talking about exactly that phenomenon. Hopefully the book will encourage people to avoid deceptive advertising and to provide a type of advertising we’re recommending, which is respectful and relevant for the consumers. Any enlightened person out there can benefit from the book, especially in today’s environment, where we’re dealing with the pre-election. That’s why the subtitle of the book is “Creating Value Through All Touchpoints.” At the intersection of the brand and people, good things are happening. But that totally ignores the rest of them, in terms of their lives, their communities, their aspirations, where they’re going.
The whole book is really based on insights from over 200 thought leaders in the advertising and marketing area, answering two questions: “What could or should advertising be by 2020?” and “What should we do today to try to get there?” The book is really primarily based on this and other research that we’ve done, providing very explicit guidelines for the small business leaders and to others, in terms of, how to create effective advertising. If you follow the RAVES model as a simple guideline for your advertising, you can improve enormously what you are doing. Please contact us for repurposing articles, podcasts, or videos using our content licensing contact form. The advertising of tomorrow must be relevant and respectful, actionable, valuable and value-generating, with an exceptional experience and a share-worthy story, say the authors of this opinion piece. The FCC’s move to promote consumer choice and innovation by unlocking TV set-top boxes could have some unintended consequences, say experts. It is intuitive to think that the sharing economy is good for the environment because it puts under-utilized assets to use. Hear what CEOs, Wharton faculty, and other commentators have to say about the latest business trends, breaking news and market research in their own words. By placing advertisement on taxi cabs, businesses will get more exposure and will be able to communicate their products and services to their target audience. Cabs travel an average of 2000 miles per week and this gives them a much larger area to cover compared to on-foot or billboard advertisement.

Cabs are sure to get a supply of customers 24 hours a day, 7 days a week and this is due to the fact that they are frequently required to go to places where people usually go like shopping malls, cities and other such places of spending. The above mentioned are only some of the benefits that a company can get out of taxi advertising. Tying up with taxi advertising companies, you will have the option to avail packages that could include production of artwork for your banners and this would save you from going through all the tedious work that it entails instead of going for individual cab owners. Facebook is obviously prime among them, but these new growth companies also include YouTube, Twitter, Hulu, Demand Media and more. This is just a subjective sampling, of primarily web-based, SaaS, and digital-centric applications. Some entire categories are intermingling, such as Search Ad Management and Social Media Ad Management, which I indicated with adjacency and occasionally small arrows. For instance, Integrated Suites includes both Hubspot and Unica (now a part of IBM), which serve two very different extremes, from SMBs to large-scale enterprises.
I chose logos over a list of names because I felt it was a better reflection of their respective differentiation. Terence’s graphics are much more complete than mine, especially because each focuses on a more narrow slice of the industry.
This task is particularly difficult when the lines are being blurred with new innovation (Eg. This can be an invaluable resource when people are looking for marketing solutions but are not specific about what they may need. I think specifically about predictive and adaptive analytics models that use customer data to drive very personalized and customer-centric marketing campaigns. While pleased to be on the chart in the first place, tag management is so fundamental as to never fit in one bucket.
So, given these buckets, we ourselves would find it almost impossible to pick one to sit in.
I can imagine that took quite a bit of effort to get the logos arranged correctly Well done! I have looked and dissected this infographic rich on so much information and even more than that: it captures the complexity, diversity of this digital ecosystem, which truly popped up in the last 5 years!
You can hardly separate now the person from his mobile phone, which changes dramatically the whole field of marketing.
There’s no longer this information asymmetry, where the manufacturer, the marketer, had information, and the consumer was at their mercy, not knowing what’s there. We want to block it.” The advertisers, unfortunately, instead of listening to this and saying, “Okay, let’s change and follow some of the guidelines that are in the book,” they say, “Okay, let’s block the ad blocker,” which is the dumbest thing they can do.
From the media’s point of view, look what’s happening in terms of digital advertising today. A lot of consumers realize the increased power that they have in this process now, more than ever before. So the marketing person has no control over the product, or even over the price, or even over the distribution…. We suggest in the book what they should do about it and how they should transform themselves…. When you see all these terrible ads and what’s happening in the election area, hopefully the book will provide guidelines for the enlightened citizen out there to say, “Wow. The new model that we’re putting forward was really intended to look ahead on the horizon, see what these forces of change are, and put together this design for what advertising and marketing could and should be for the future, such that people don’t think about it as deceptive…. The other term that we really love is this notion of “target marketing.” As you can imagine, we think about this individual with a bullseye on their forehead…. The encouraging note is that some of the more advanced companies, which are the newer companies – the Google, Facebook, Amazon, Apple – are continuously experimenting with new things.
Yahoo, if you go back 15, 20 years ago, was one of the premiere companies in terms of internet search, and now they don’t know where the path is to really reach the customer at all of those touchpoints that you talk about. Part of the beauty of the book and the findings from our research is that we do provide very explicit direction on what to do, a real roadmap, [which is summarized in the] acronym of RAVES. There were researches that were conducted which showed that most people perceive cabs to be cleaner and safer than most means of public transport, thus making it their preferred mode of transportation to get to places. When you talk about taxi advertising, it means you have the option to place branding either on the interior or exterior of the cab. However, Eloqua might make the case that they should be in a Revenue Performance Management category instead of Marketing Automation. Alas, some cross-pollination defied my ability to show it cleanly in two dimensions, such as the intersection of CRM and Social Media Marketing Management into a new generation of social CRMs. Two products; WebManager which is core website, and BlueConic, which does online customer engagement.

Another key area to put into the diagram that is related to MRM, marketing automation, and integrated enterprise marketing is Business Process Management.
One of the fundamental questions for marketers is how to get the best return from their budget. There is something for every size company on the lists whether you work with enterprise size business, mid-sized or small businesses. In a new book, Wharton marketing professor Yoram (Jerry) Wind and The Wharton Future of Advertising Program executive director Catharine Findiesen Hays argue that the consumer is in control, and they want to interact with companies in new ways. They can be in a store looking at some product, and they can get on Amazon and try to find out better prices.
In our view, one of the key messages of the book is that to try to reach consumers effectively, you have to reach them not only through the traditional advertising media, but also through the package design, product design, store design and call center interactions — any point of interaction a consumer has with the brand.
Back to your original question, our audience is really ideally CEOs, COOs, heads of business units. To your point, the CEO was on board from the very beginning, so that the whole corporation was going through this…. To be effective, what you have to do is align the objective of the brand, the consumers and society. Of the 500 companies who were in the Fortune 500 in 1955, only 12% are still in the Fortune 500 today. It’s not only that we expect the consumer raves for what we’re doing, but it’s that any advertising, or any message or any offering, should be respectful of the individual that it’s aimed at and relevant. Taxi advertising definitely offers the lowest cost per million compared to the other mediums used to advertise including print and online media. New marketing technologies are being released every week, so any static snapshot like this is bound to be out of date the moment it is published. Companies that apply a process-centric approach to marketing can empower marketers to be very adaptive to customer needs.
The diagram is missing an important disruptive technology – Customer State Marketing.
Their book, Beyond Advertising: Creating Value Through All Customer Touchpoints, addresses ways companies can develop a more integrated relationship with those they serve. But it’s a must to marketing, must to advertising, must for some of the other units that basically have to interact, like the CTO, human resources, and others. Things have been changing so much that they realized how they communicated about their products and services to their customers had to really change dramatically. We don’t want to focus only on the role of consumption that a consumer has, but rather, on people in general. One of the terms is “target” to talk about the consumer, which sees a person only through one lens.
That suggests that all these legacy companies who felt very comfortable with what they were doing are doomed, unless they are going to start experimenting seriously with a new way of doing things.
They continuously have to start experimenting with new approaches and take advantage of some of the changes that are happening out there, like the development in artificial intelligence or cognitive computing. So, they buy capabilities in the area of analytics, in the area of artificial intelligence, and others. Riding the cab is often their only means to get to places while in the state for business or leisure. For most hybrid companies, I placed them in what I perceived as their primary category, although I put a few in multiple for clarity. For years, that sort of work was the domain of consultants, but now there are software-as-a-service offerings that combine market data, consumer behavior data, company data and other factors so that marketers can simulate the results from various marketing plan alternatives and allocate resources across the categories in the diagram in the smartest way and quickly run new scenarios as new data comes in and adjust the plan if needed.
They realize that the world is changing so fast that either they can develop the capabilities internally, or they have to acquire them. Understanding how channels affect one another and impact a campaign overall is key in maximizing resources to ensure positive ROI. So technology has been a major, major force of change, as an enabler for some of the changes we’ve been seeing. The book, in a sense, is also for public policy decision-makers, in terms of how to deal with the issues related to advertising: deceptive advertising, ad blockers and others….

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