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We've been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You've almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it's a USEFUL infographic - it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack.
When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way... It prompts that "OMG how do I cope?" fear amongst marketers and business owners due to its complexity. But, for me, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It's inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools across our RACE planning framework. We also have another post looking at auditing the Martech stack which includes another Scott Brinker framework - the 6C categories of Martech.
Our 'Essential Digital Marketing Tools' infographic aims to show the choice in martech today in a different way since it differs from Scott Brinker's awesome infographic in that it is:
So, that's our tool, but you will be wanting to see the latest version, with 5000 different tools, DRUMROLL, here it is...
You can click on the graphic above to expand, as it is too large to be able to see individual logos.
If you want the hi-res 30Mb version, see Scott's post: Marketing Technology Landscape (2017).
It's great Scott has the passion to update this each year given the speed at which technology changes. You can see the work involved from the number of new tools he has added each year:
Here, for comparison is the 2015 Marketing technology landscape infographic which we think provides a great framework to help managers think through the best technology to improve their marketing and to review the leading technology vendors in each category.
It’s a retina-burning infographic, which doesn’t look great on a blog or on a printer, but if you click to expand you can see its value and impact - it prompts you to ask "How do we make sense of this - what does it mean for us - what should we be using which we're not currently?!" There's good categorisation of all the tools too.
How do you find this? Is it scary to you because of the potential expense and business case preparation? Not to mention the challenges of managing implementation and integration of these systems. Or is it an opportunity to use technology to compete and create more relevant engaging customer experiences than your rivals.
The tool is useful in its own right, but I think it’s useful to prompt marketers to think about how they manage the complexity and range of options in technology which I explore in this post.
The first implication of this “infographic like no other” is that when you’re reviewing your approach to using technology, it’s useful to audit your technologies across these 6 categories and the 42 subcategories
The six main categories to review are described like this by Scott:
Beyond this, there are many other implications about how you select technology or make recommendations to your clients. The answers will vary a lot by type and size of company, but the implications are similar. Technology is a significant marketing investment, so it needs a structured, not piecemeal approach.
Scott also has another post covering the implications for aligning technology and business strategy - showing how the two are intertwined (option c) rather than a top-down approach of business or marketing strategy and then find technology to support it (option a). So you need an element of both - Option b) shows that technology should impact strategy to help gain competitive advantage
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of 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 sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. 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. 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.
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