By Adam Fraser
The annual marketing technology landscape infographic from Scott Brinker (aka ChiefMartec) has been released.
When I interviewed Scott for Episode Number 1 of the EchoJunction podcast we discussed the 2015 landscape (circa 2,000 vendors) and hypothesised that some form of consolidation must be inevitable.
Alas the size of the market has actually expanded significantly – now hitting approximately 3,500 vendors with 3,874 solutions (some vendors have more than one product which features).
So much complexity and choice for marketers to deal with. With waves of disruption impacting across the landscape, it’s an extremely dynamic and rapidly changing field.
In the 2016 landscape, the largest categories by number of solutions are:
1. Sales automation, enablement and intelligence (220)
2. Social media marketing and monitoring (186)
3. Display and pragmatic advertising (180)
4. Marketing automation and campaign/lead management (161)
5. Content marketing (160)
There are 49 categories structured around 6 marketing technology capability clusters:
1. Advertising and promotion
2. Content and experience
3. Social and relationships
4. Commerce and sales
The cluster representation rather than the “stack” presentation in previous years reflects Scott’s updated thinking that rather than a single vendor owning the end to end stack, companies are more likely to stitch together best of breed solutions from specialist vendors across the marketing value chain.