This new chart from LUMA Partners breaks downA the world's many different components, from sales and marketing to e-commerce technology to website creation and management. 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. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
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If you like product placement in your movies, then you're going to love "Man of Steel," the new Superman movie. With 100 partners, a€?Man of Steela€? appears to have topped Universal Studios' animated film a€?The Lorax,a€? released in March 2012. The bar for ludicrous numbers of product placements was set back in 2002, when MGM loaded up the James Bond movie "Die Another Day" with 20 marketing partners, who spent $100 million to be in the movie or to run promotions around it.
Your Business and your goals are what we are trying to achieve, working with you side by side along the way to meet any challenges. 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. By hiring the the right way consultant firm, new business venture owners can learn currently the ropes, develop an identity, and grow their book-of-business in the process. Ad Age reports that 100 companies have paid a combined $160 million for the rights to do promotional tie-ins.
Either it be hardware, network, software, reporting, marketing, mobile, or web solutions, we are there to provide the answers to meet your needs and budget.
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).
We have partners throughout the world and experts willing to assist us at anytime for any complex need you may have. It’s messy and evolutionary and varies tremendously from one organization to another.




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