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Digital Marketing Maps for reviewing your use of analytics and customer insight

Author's avatar By Dave Chaffey 26 May, 2015
Essential Essential topic

Maps for reviewing the range of insights tools to improve digital marketing

We love tools for managing digital marketing as I think  many working in marketing today do... When I'm talking at conferences I often see most pens to paper when I'm recommending the many freemium tools to gain insight to improve results from marketing.

Sharing advice on selecting and using these tools to get better results from digital marketing was one of the drivers behind setting up Smart Insights and we'll soon be launching a marketplace to feature these tools - get in touch if you'd like to be featured in our new directory.

However, the range of tools to gain insight is daunting and this has been highlighted again by the new Gartner Digital Marketing Transit Map - newly updated for Spring 2015.

Digital Marketing Tools Map

It's a great complement for Scott Brinker's Digital Marketing Landscape map which you may know - I personally prefer since it has clearer groupings of technology categories and specific tools shown by popularity.

The overall layout of the transit map is structured as follows:

  • To the south are the “business districts” that connect with other parts of the organization: IT, sales and service, general marketing, business intelligence and general advertising, which is often outsourced to agencies.
  • The stop in the center, labeled “digital marketing hub,” is the central station where all of the functions converge.
  • In the northwest are services aimed at awareness and traffic: advertising and search.
  • In the northeast are services concerned with engagement quality: creative and user experience.
  • Due north are services concerned with engagement quality: creative and user experience.
  • Mobile and emerging technology loops indicate that they touch all other categories. The broken line representing emerging technology indicates areas under construction.

As Gartner rightly says:

“The rise of digital marketing is producing a fragmented and confusing landscape of terminology, providers and technologies. Gartner’s digital marketing transit map presents a comprehensive landscape of marketing technologies that will enable organizations to see every kind of service and technology that is available and how they relate to each other”.

Maps like this can help in reviewing tools available against what you currently have in place as part of reviewing your use of insight, so I hope some may find this useful - let us know what you think? If so, you may also enjoy Scott Brinker’s Marketing Technology Landscape map. I've kept this map for reference - here's the new Digital Marketing Landscape map from Scott for 2015 - checkout the difference.


Finally, if your eyeballs can take it, you may want to review the Marketing Technology Lumascape:


Now, who's going to be the first company to cover insights from all of these areas?

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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