Over the past 3 years, we have been witness to the evolution of an extremely competitive marketing technology landscape. Scott Brinker’s updated visualization of marketing technology shows you just that and the evolution from August 2011 with a 100 companies, to September 2012’s 350+ companies and now his latest January 2014 with over 950 technology companies.
You can download his marketing technology landscape supergraphic from here.
His six classes of meaningful structure should be enhanced, however, I agree with the majority of his outline:
- Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.
- Infrastructure such as databases, big data management, cloud computing, and software development tools.
- Marketing Backbone Platforms such as CRM, marketing automation, WCM, and e-commerce engines.
- Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.
- Marketing Experiences — more specialized technologies that directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, marketing apps — the “front-office” of modern marketing.
- Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management.
Be sure to read the “5 takeaways from an armchair analysis of this new landscape.” It will help you better understand the idea in which he is portraying.
Brian Karoff 