Marketing Technology Landscape

Marketing Technology Landscape by Scott Brinker @chiefmartec http://chiefmartec.com/

Scott Brinker provides a must read summary of the 5 meta-trends that underly most modern marketing.

  1. The great digital migration of marketing (and business).
  2. The convergence of paid, earned, and owned media.
  3. Customer experience as the core of marketing.
  4. Rise of the creative/marketing technologist.
  5. Agile marketing management.

The post lays forth a strong foundation for marketers and investors looking at understanding the competitive landscape of different offerings. Interestingly as a practitioner it also provides a great summary of the tools available to enable potential tactics. There are a few logos and companies I think are missing in the landscape, for example, Calls section is missing Twilio and Voxeo/Tropo. And the diagram is missing the entire SMS marketing enablement which are both part of the breakdown of VoIP and SMS through programmatic APIs. I am also trying to figure out where in the list to put InfluitiveCustora, TotangoSpinnakr, Bloom Reach and a few others. It is an amazing list. There are a few new companies that I need to check out and learn more about.

Thanks Scott!

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  • http://www.apptegic.com/ Ryan Connors

    David,

    I think it will become increasingly hard to define marketing technology organizations by silos. While this list is extensive, I do believe that there’s a missing element of customer engagement where you’d find companies like Totango (as you mentioned), MixPanel, Apptegic (my favorite) and Jbarra.

  • Yulia Mikhailovna Teryaeva

    Thanks David. I work at a marketing agency and this actually quite fascinating!