With 3,874 marketing technology solution providers, the marketing technology landscape map, by chiefmartec.com, maps the ecosystem of marketing technology, the marketing tech stack. For strategic marketing learning, let’s consider the market map from two different perspective. 1). Which tools may enable and improve your marketing? 2). Consider how Chiefmartec grouped and organized the different offers showing who is competing in the same market space.
Martec By Functional Category
2016 saw a new organization into the 5 largest functional categories and the focus shifted towards the core marketing ‘job to be done’. (The generic IT layer is gone.)
The functional categories are:
- Advertising & Promotion
- Content & Experience
- Social & Relationships
- Commerce & Sales
- Data
- Management
Marketing Technology Integration
You will also want to consider how/if those 6 different areas might play together within your organization. Integration capabilities continue to improve.
From a process efficiency stand point, one small example is Hootsuite, a social marketing tool, that announced integrations with Dropbox, Google Drive and what was then Microsoft’s ‘Skydrive’ to make access to existing imagery and other content easier.
From the viewpoint of creating an integrated picture tracking customer engagement there was still a ways to go as in 2016:
- only 18% of organizations reported integration across marcom channels with insights available,
- 61% of organization were making good progress, and
- 21% had poor transparency and siloed information.
More Marketing Technology Resources
To support developing your marketing capabilities, couple the martec landscape map with these resources:
- Using Martec To Become More Agile by McKinsey
- Evaluating Martec -> Avoiding Common Pitfalls When Using The Forrester Wave and The Gartner Magic Quadrant Vendor Report