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15.10.2013
UPDATE: A new 2015 Version of the Marketing Technology Landscape Supergraphic is now available. Its purpose is to illustrate how incredibly diverse and vibrant the marketing technology ecosystem is. Many companies could make a case for being in multiple categories, but in the interest of diversity, there are few duplicate entries.
Three notes: First, my own company, ion interactive, is included in the graphic in the landing pages circle (which is part of the testing and optimization sphere, which is part of the broader web site constellation). Great infographic, some estimate that Marketing in the next decade will be bigger spender on Technology that IT groups within companies. According to our knowledge we define that the marketing automation as, It is the Software solution that designed to simplify the online processes by repeatation of tasks.Can u briefly explain about technologification.
Thank you for the monumental piece of work, which you thankfully just had to update this year!
A labour of love, no doubt, buddy media and radian6 are now merged to be the Salesforce Marketing Cloud. I have been following your infographic for a while now and this the IInd update I am looking at.
Hi Mark – Where is Epsilon in this Landscape – I wanted to explore them as a potential player in the marketing suite for my company? Couldn’t agree more with the sentiment that strategy (and for that matter people and culture) trump tools. You have done an amazing job in putting this together, I took on the task recently in our company to undergo a complete market analysis and I will be using this as a boost in the right direction.
I think our company fits in on this to date, we have been laying low up until now, but we are rapidly growing and find that nobody meets the demand of the market quite like us! Thank you again for the valuable insight into the market, please feel free to reach out to me I would love to chat about this topic with you! Hi Scott, do you have an updated 2013 version of the Marketing Technology Landscape you did back in Sept 2012? This is such a great overview of the marketing landscape, I’m wondering if anyone (or you Scott) have come across one for the IT Landscape in general? TweetIt’s admirable how this illustration of the average web design project plan condenses the essentials.
I find planning for iterations quite important so when constraints allow it, I make room for iterations at least inside the content, design and development phases respectively. Also interesting to notice in the illustration is that they put the content phase before the design and development phase. As an avid fan of visual communication I tip my hat to the fine people at Simple Square who made this, they specialize in portfolio website design. GrowthStories helps businesses to design and optimise their services for a social and networked world. I'm a firm believer of continuous improvement and sharing lessons learned is a major part of that. In the competition for the best visualization of the kaleidescopic marketing technology space — other entries include my marketing technology landscape from last year and the marketing technology LUMAscape from last month — I’d say Gartner has just jumped into the lead with their new digital marketing transit map. Their high-level map is visualized around types of products and services — represented as stations on the map — rather than the individual vendors themselves. There are 12 tracks, such as Marketing Management, Creative, and Analytics, which share common objectives and information.


Looking at this map, you cannot help but be awestruck by the breadth and depth of digital marketing. So I can fully empathize with — and have enormous respect for — marketing leaders who are struggling to sort out a cohesive strategy in this landscape. The art of marketing management is the strategy you use to choose which changes to focus on, and which ones you intentionally let slide, at least for the moment. There is no technology that delivers the seamless interconnectivity between these stations as it’s portrayed here.
There may be some technical plumbing, but most of it is highly informal and custom-built within each organization. But even in that light, this map from Gartner is extremely helpful because it visually raises the question: how are you bringing these neighborhoods together in your company? I would like to see Gartner’s recommendations on how to build this infrastructure in prioritized phases. For better or worse, my humble opinion is that we’re a long ways away from pat answers.
Nice to compare and contrast different visualizations like that to realize that there are many different ways to view this landscape. It highlights the growing scale of Digital Marketing and the processes that at least need evaluating by professionals in a digital marketing role.
This leaves me thinking about Einstein when he said things should be made as simple as possible and no simpler. It includes over 350 different companies, from small start-ups to Fortune 500 giants, across 45 different categories, from agile management to video marketing.
Under constraints of time and space, there are many companies and categories that weren’t included and that no doubt deserve to be.
As a result, for instance, you could implement analytics solutions from Chartbeat, Clicktale, ClearSaleing, and Compete with almost no overlap in functionality.
Second, the inspiration for this came from the wonderful LUMAscapes produced by LUMA Partners. I’m confident that in the long run the profession will get over the learning curve of mastering these many technological tools necessary for Marketing.
However, I am thinking about some options to make this more systematic and database-driven in the future. Almost frightening to see all the logos and equally frightening to realize how many I know or use! Without eZ in there you are missing the largest commercial open source web content management development platform.
Much appreciated and yes this piece of work will be shared and rightly credited to you as your expertise and altruism deserves to be known on both sides of the pond! It certainly demonstrates just how many tools and applications there are out there to choose from; a choice that can be quite overwhelming! Nice work and don’t mean to be negative but there are tools and then there is strategy. Local business can’t get straight another piece to the puzzle, which is why we are building this automated system to manage everything in one place, with one entry. It shows the common sequence, level of involvement, milestones, priorities and phases of all in one infographic.
Putting content first is not only smart, it’s the only way to do this kind of project properly.


Clients would love this brief overview showing project steps, milestones, and their own involvement.
You'll find plenty of advice here together with the checklists, mindmaps and templates that I use in my day-to-day work. And they go through 7 neighborhoods, such as Marketing Ops, Web Ops, and Ad Ops, which are typically different practice areas within an organization. And successfully implementing that strategy is far more about people and processes than it is the technologies themselves.
You can’t just hop the Ad Tech red line to get from native ads to attribution, transfer over to the Analytics orange line, and arrive at predictive campaign analytics in an easy 20-minute ride. Sure, there are companies and service providers that are bringing a subset of these pieces together. What does your digital marketing hub look like today, and what are your plans for expanding it to handle the massive influx of population ahead? I certainly agree that not every company should worry about every station in this gigantor marketechopolis — in fact most are probably best served by ruthlessly focusing on just a few of them and getting them really right. Brian, you make a valid point that perhaps there should be more distilled versions of this that show clear paths of engagement needed to create success. Whilst your company may not use a large percentage, you need a grasp of what each element offers and how this impacts and connects with the others. The labels in our industry are in flux, as are many of the companies themselves, which are constantly adding new features, acquiring new products, and pivoting to new positions. Where I go broad, they go deep, with several amazing and thorough diagrams of subindustries within marketing. Possibly a solution to make it more comprehensive (and easy to update when I realize I left someone important out!). But I find it fascinating to get a glimpse of the breadth and depth of marketing software out there. My guess is that they probably left the iteration part out of the illustration to keep it more coherent.
And there are offline connections to sales and service, general advertising, business intelligence, IT, and the CMO’s office. The connections between these disparate stations are made via human collaboration — people and processes. But most of their strategies to date have been implemented as marketing suites rather than marketing platforms — which is like trying to hold back the ocean with a sandcastle (albeit a very elaborate one).
Please, take a look to Equifax value proposition, it could fit in some categories (analytics for sure). How do you do this?Do you have a script that checks them all every so often for changes?Again another good find.Ionut Alex. It’s messy and evolutionary and varies tremendously from one organization to another.



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