In 2011 and 2012, Scott Brinker from published the Marketing Technology Landscape. We are very lucky that the new landscape appeared again as Scott wasn’t planning to make this one.

In the blogpost, “Marketing Technology Landscape Supergraphic (2014)” with the background about the landscape Scott explained:

I wasn’t planning to do another. Terry Kawaja of LUMA Partners had added a terrific marketing technology LUMAscape — his original display advertising LUMAscape was my inspiration for my first landscape. The folks at Gartner had released their brilliant digital marketing transit map. I was content to retire from the rearranging-little-logos business and leave it safely in their hands.

But two things brought me out of retirement. First, the number of people who kept using earlier versions of my graphic and expressing their appreciation for it — while also nudging me to, um, kindly update it — meant a lot to me.

Second, I had a breakthrough in how to organize the landscape that got me really excited. (source: Chiefmartec)


Scott devided the landscape in 6 classes of marketing technology that seemed to logically fit together (source: Chiefmartec):

  • 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.

If you compare the landscape of August 2011 and September 2011, you see that the landscape is growing from 100 companies in 2011 to 350 in 2012, till 950 in 2014 (now). Personally I see it is partly because the landscapes are getting more complete every year but for sure the main cause is that the number of solution is growing significantly. The business is growing and more niche solutions appearing.

In general the new marketing landscape is an exellent piece of detailed work, which for sure take a long time and a good dicipline. It helps everybody who is looking for a solution in (online) marketing and it is made by the ambassodor of Agile marketing (I am a big fan of Scott).

But off course there is always something to improve, below some suggestions:

  • DS3 from DoubleClick (Google), is missing Search & Social Ads (competitors like Marin and Kenshoo are in). With DS3 you can automate the management of your AdWords. In a way this tools scares me, if you compare it with the competition, DoubleClick is owned by Google, so DS3 will have very acurate, real-time, global search data (search queries). This means better data, so a better way to make the (automated) descisions to improve Google AdWords.
  • I really miss Web analytics in Marketing Operations. Marketing Analytics and Business Intelligence are the next steps to take after Web analytics. But Web Analytics are the base (see also my post Noob Guide Vs Ladder Of Awesomeness/Sustainable Success)
  • In the line of the missing Web analytics, I miss Social Media Analytics. Tools for sentiment analysis are getting more and more populair in my opinion. It enables marketeers to act real-time on the sentiment in the market.

A few small remarks

  • ConceptShare (Marketing Operations: Marketing resource management) is a tool we were using for years. Till we decided to build our own tool that combines marketing intelligence with sharing of concepts. It is good that is in the landscape of 2014 but is not a new solution on the market.
  • Visual Website Optimizer is missing in Marketing Experiences: Testing & Optimization. As far as I know it is a very popular tool.

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