Marketing Technology Landscape Supergraphic (2016)

Marketing Technology LandscapeHas been releasing its Marketing and advertising Technology Landscape” infographic for marketers since 2011. As Brinker said in an email accompanying the graph: “The distribution of marketing technology vendors is essentially a ‘long tail’ — a modest quantity of significant providers (e.g., Adobe, HubSpot, Marketo, Oracle, Salesforce, and so on.), and a vast array of niche innovators, vertical specialists, and disruptive challengers,” concluding that the space has grown additional than it has consolidated.

YouAppi’s OneRun platform combines the energy of machine mastering with our proprietary predictive algorithms, and cohort technologies, to analyze the mobile content consumption patterns of more than 1.5B users, converting data into profitable users.

But the spectacular scope explosion of marketing and advertising — and the rate at which new disruptions and innovations continue to roil advertising and organization at huge — has made it impossible for any one vendor to deliver anything that each and every marketer wants in a digital globe.

This has empowered marketers to choose ideal of breeds” solutions and avoid vendor lock-in with a single promoting technology provider — and, certainly, many are now effectively embracing that more open and heterogenous strategy.

In distinct, for the 2016 edition, I removed most of the infrastructure” categories that have been in the 2014 and 2015 editions — databases, cloud infrastructure, huge information, internet dev — for the reason that when they’re important to marketing, they are far more basic purpose in nature.

In truth, the quantity of vendors improved 39 percent because 2016’s report The speedy development has designed a market place that resembles an open digital platform, providing marketers additional alternatives and techniques to customize their advertising technology stacks to very best suit their individual wants.

Brinker noted on the ChiefMartec weblog that the number of the providers on the list should not lead 1 to assume the majority of the firms featured are tiny: six.9% are enterprises, with over 1,000 staff or are public, 44.two% are private enterprises, with beneath 1,000 employees or no funding data, and 48.8% are investor-funded startups at any pre-exit stage.

Rather of picking out suite or very best-of-breed, many marketers are now taking a suite and best-of-breed method — employing the suites as digital advertising and marketing hubs and then augmenting them with a variety of much more specialized merchandise to bake their personal, unique marketing and customer experience cake.