Marketing Technology Landscape

With 3,874 marketing technology solution providers in the most recent version of the marketing technology landscape map, by chiefmartec.com the ecosystem of providers continues to evolve, and quickly.

Martec By Functional Category

Newly organized into the 5 largest functional categories, this year the generic IT stack underlying much of the landscape has been removed in favour (favor) of a focus on marketing aspects (rather than shared architecture).

The functional categories are:

  1. Advertising & Promotion
  2. Content & Experience
  3. Social & Relationships
  4. Commerce & Sales
  5. Data
  6. Management

Marketing Technology Integration

You will also want to consider how/if  those 6 different areas should play nicely together within your organization.  Integration capabilities continue to improve.

From a process efficiency stand point, one small example is Hootsuite, a social marketing tool, who recently announced integrating with Dropbox, Google Drive and Microsoft’s Skydrive so you can more easily access existing imagery and other content.

From the point of view of creating an integrated picture tracking customer engagement the customer, there is still a ways to go as:

  • only 18% of organizations reporting integration across marcom channels with insights available,
  • 61% of organization are making good progress, and
  • 21% have poor transparency and siloed information.
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To support developing your marketing capabilities, couple the martec landscape map with these resources:


About Jane Morgan

With 20 years high-tech marketing & product development experience from Boston to Billund, Berlin to Bangalore, Jane has managed teams and tech products with millions of installs, and millions of revenue (annually). She's researched and developed marketing strategy for global markets, and established the blueprint for product & marketing strategy in many new teams. As an intrapreneur turned entrepreneur, she changed vowels in 2014 and founded JEM 9 Marketing Consultancy. Today she works with CEOs, founders & marketing leaders to assist them in understanding and reaching customers. Speaker on market research and product management.