Scott Brinker revealed the new awaited marketing technology landscape in MarTech conference in San Francisco. Brinker is extremely dedicated towards bettering of marketing experience, and I had the pleasure to talk with the man during the London event last year.
In comparison to last year’s Martech landscape, this year’s has grown by a whopping 40%. It proves that people are starting to move from spending ridiculous amounts in mass approaching their target segment to approaching people as individuals to cut through the noise we all experience in today’s digital age.
Stats of this year’s landscape:
- 5,381 marketing technology solutions, of which
- 4,891 are unique companies
- 7% of the solutions from the previous year were moved and 3.5% changed in some other way
Regarding the size of these solutions:
- 9% have over 1,000 employees
- 2% have less than 1,000 employees or no funding data was found
- 8% are funded startups
Non-existent Single Vendor Solution
With how things are proceeding and developing in the marketing tech landscape, it is impossible for one single software vendor to offer everything, especially as new means of communication are popping up almost daily. All the big players, or at least most of them, have moved from a locked platform to embracing the marketing technology ecosystem by making integrations easier.
Jargon explained: CRM = customer relationship management, MAP = marketing automation platform, CMS = content management system, CDP = customer data platform, DMP = data management platform, RTIM = real-time-interaction management and iPaaS = integration-platform-as-a-service
There are two polar opposites for these platforms. On one end, there are fixed centralized platforms such as Adobe, Salesforce, Oracle, Sitecore, Hubspot and Marketo; on the other virtual iPaaS which let you move data between marketing applications and marketing data lakes.
In between these two opposites are DMPs, CDPs and RTIM (or, as my colleague calls it, community management on steroids). You might call these hybrid platforms. It’s no surprise that the big players have their own solutions in this field in addition to companies like RedPoint, MediaMath and so on.
Benefits of Platformization
Good thing with this type of platformization of marketing is the fact that as marketers, we can efficiently build a great marketing technology ecosystem when provided with out-of-the-box integrations or good APIs that allow easy integration. With the speed tech evolving in marketing and becoming more and more relevant, I see no reason for the prediction of CMOs spend more money on tech than CTOs coming through.