Nowadays, technology has penetrated every area either it is a marketing or any other department. Starting from content marketing to email marketing for the best customer experience, hence technology is playing a vital role.
According to Gartner statistics, the company allocated 27 percent of marketing budget in technology. Which is higher than CMOS.
As it is a pleasant time to announce the marketing technology landscape of 2017, which was label as Martech 5000.
The amazing thing of this year is that we have lucky to have a guidance of AnandThaker who work together on this project, initiate from the research through to the origami-like portable of thousands of logos into a single slide. I feel all fans are extremely thankful for his contributions.
It is an attractive to notice the growth of this Martech over the last 7 years from 011 to 2016.
Statistics from the 2017 Marketing Technology Landscape
The authorizedfigure of this year:
- In this year there are 5,381 solutions on the graphic, which is 39% more than the previous year
- In this year there are 4,891 unique companies on the graphic, which is 40% more from the previous year
- And just 4.7% of the solutions in 2016 were removed.
The Platformization of Marketing Technology
The above long tail spreading is motivating because it shows a design that we commonly see in open digital platforms: some huge hits and a vast stretch of niche contributions. Prototypical examples of this pattern are movies on Netflix, apps on Apple’s iOS app store, books on Amazon, music on Spotify, and so on.
The martech has been a little changed, though, since it wasn’t built upon a specific platform. But the fact is that most of the main providers moderated this growing ecosystem because they wanted to place their contribution to “everything you want you will get from us.”
But the remarkable choice blast of marketing and the amount at which new disturbances and revolutions continue to shake marketing and business at large and it has made it impossible for any merchant to deliver and fulfill every requirement of each marketer in a digital world.
Nearly all the main providers now have recognized this, and that’s why they shifted their strategies to grip the ecosystem becoming true “platforms” now it is much easier for the marketers to plug in a variety of more dedicated and erect solutions.
Most of above platforms are based on CRM, content management systems (CMS) and marketing automation (MAP) it look like a classic platforms: they have a central sources of data and services that other solutions plug into. A digital marketing hub is by capture Gartner vision. Oracle, IBM, Adobe, HubSpot, Salesforce, Marketo, Sitecoreetc are the examples of top centralized platforms.
There is also an alternative method to platformizingmartech which are developed as well. The other spectrum of centralized platforms is integrated platform as a service (iPaaS) solution for a distributed platform. In a distributed platform there is a data between marketing applications and their own self-governing marketing data lagoons.
But a distributed architectures are theoretically more complex than a centralized platform, it has a various number of advantages. The vendors of iPaaS are Informatica, segment, Dell Boomi and much more.
Another platform is laying between this two platform is a hybrid platform that includes customer data platforms (CDPs), data management platforms (DMP) and real-time interaction management (RTIM) solutions. Examples CDPs organizations include Treasure Data, AgilOne, RedPoint, Tealium, and Usermind. DMPs is providing Oracle, Adobe, and Salesforce but the stand-alone vendors are Neustar, DataXu, MediaMath, Rocketfuel and much more. SAS, Experian, Infor, Pegasystems, and Teradata are for RTIM solutions.
Above are the examples of companies that use this three landscape.
Due to the platformization of marketing now the marketers are able to more easily construct best-of-kind marketing stacks. Also now marketers rather than to selecting suite, many marketers are now taking a suite approach. Marketers using the suites as digital marketing centers and then expanding the range with more specialized products.
Also, keep in mind, marketing is about differentiation.
Also we all seen that platformization will gradually reform the “long tail” approach to the market technology. There will be a merging when it comes to the core aptitudes of organizing customer data and marketing campaign administration. As there is so many CRM solution for that.
But unluckily, consolidation at the platform level will enable greater assortment and revolution at the next level, as there are more dedicated and vertical market developers build on best of these basics. As a result, we suppose to say that the marketing technology landscape will still quite large for some time but it will progressively have more structure on how to organized, for both markets and for marketers’ operations.
Spreadsheet of the 2017 Marketing Technology Landscape
So much thanks to Anand contribution for this year, we are happy to announce that in 2017 they are creating a Google sheet for all companies on the landscape, the sheet is categorized as per the solution of their landscape and URL website. Which is freely available for the public.
Kristina Gordon is a content manager and digital marketer at a reputable firm. She helps people create successful Assignment writing service for all university level of students. She is writing many blog posts, where students may find helpful information on education and university life.