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11.12.2014
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. No Rights Reserved.To the extent possible under law, the owner of this work has waived all copyright and related or neighboring rights to it.
The Mind, Stretched To New Dimensions By Images, Thoughts And Ideas, Can Never Return To Its Former Shape. Digital artist Paolo Ceric (previously) continues to crank out some of the most elegant and bizarre gifs I’ve seen lately.
Follow Colossal You should follow Colossal on Twitter, Facebook, Tumblr, Pinterest, and Instagram. Entertainment company Mind Candy, creators of adoptable online pet phenom Moshi Monsters, and international mobile social gaming company GREE have confirmed details of two debut Moshi Monsters mobile games to be launched as part of their partnership, announced in May. Moshi Monsters Village is a 3D style game that will allow players to design their own town in Pawberry Fields, with help form Dewy at the DIY store, as well as go on a quest to rescue Moshlings captured by the evil Dr.
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. I try my best to attribute images, videos, and quotes to their creators and original sources. The Croatian artist relies on software like Cinema 4D, After Effects, and a programing language called Processing, as well as a wild imagination to strange forms that wobble and twist with energy. The games, titled Moshi Monsters Village and Moshi Monsters: Lost Islands, will be available beginning this fall. 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). If you see something on Colossal that's misattributed or you would like removed, please contact me. Moshi Monsters: Lost Islands is a vibrant card collection and puzzle game—fans can combine cards, build decks and play puzzle-style mini games as well as collecting cute Moshling cards and Moshi characters while exploring uncharted regions and discovering mysterious new islands. It’s messy and evolutionary and varies tremendously from one organization to another.




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