Marketing Technology Landscape Supergraphic (2015) - January 12, 2015
The 2015 edition of my marketing technology landscape supergraphic has been released, now with 1,876 vendors represented across 43 categories.
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First, new categories keep emerging, often as rebellious offshoots from previous categories. For example, I charted “Influencer Marketing” separate from “Social Media Marketing” this year, because of the momentum of so many companies using that label.
And fourth, many innovative products have an architecture or a value proposition that inherently spans multiple categories.
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However, one of the big trends in marketing technology has been the emergence of a set of “marketing clouds” that incorporate many capabilities from across this landscape under the umbrella of a single vendor.
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There’s a growing cluster of marketing middleware companies on this landscape — which includes five more specific categories: Data Management Platforms/Customer Data Platforms, Tag Management, Cloud Integration/ESBs, Identity, and APIs — that are advancing rapidly.
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What if 1,000+ marketing technology vendors were the new normal?
The fact that this isn’t limited to martech — we’re seeing a similar expansion of companies in fintech, legal tech, HR tech, etc. — suggests that this is possibly just the new state of software. In a digital world, more and more companies produce software as a part of their business.
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After all, this is a huge market. IDC predicts that the worldwide spend for marketing software in 2015 will be $22.6 billion.
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
--
First, new categories keep emerging, often as rebellious offshoots from previous categories. For example, I charted “Influencer Marketing” separate from “Social Media Marketing” this year, because of the momentum of so many companies using that label.
And fourth, many innovative products have an architecture or a value proposition that inherently spans multiple categories.
--
However, one of the big trends in marketing technology has been the emergence of a set of “marketing clouds” that incorporate many capabilities from across this landscape under the umbrella of a single vendor.
--
There’s a growing cluster of marketing middleware companies on this landscape — which includes five more specific categories: Data Management Platforms/Customer Data Platforms, Tag Management, Cloud Integration/ESBs, Identity, and APIs — that are advancing rapidly.
--
What if 1,000+ marketing technology vendors were the new normal?
The fact that this isn’t limited to martech — we’re seeing a similar expansion of companies in fintech, legal tech, HR tech, etc. — suggests that this is possibly just the new state of software. In a digital world, more and more companies produce software as a part of their business.
--
After all, this is a huge market. IDC predicts that the worldwide spend for marketing software in 2015 will be $22.6 billion.
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
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