On CMO Essentials, we aim to be vendor agnostic to be as fair and unbiased as we can be in the information we convey. However, this doesn’t mean we have to be vendor oblivious when it comes to providers of marketing services and technology. In fact, the ecosystem of marketing vendors is actually something that merits a story all its own as, today, there are over 1,876 vendors actively servicing various marketing technology needs. Of course, as a discerning reader, you may be wondering, where did such a precise count of marketing technology vendors come from? Well, all credit goes to Scott Brinker, Co-founder & CTO of Ion Interactive and author of the popular Chief Marketing Technologist blog, for compiling a grand total of 1,876 vendors into one inforgraphic – the 2015 Marketing Technology Landscape.
As you can see in the image above – well, as you can see in the image after you’ve clicked on it to expand it and zoomed in a bit (don’t worry, we’ll wait…) – Scott has mapped out as comprehensive a view of the marketing technology ecosystem as humanly possible. Covering 42 different categories, if you want to know who does what in marketing, this is probably the most comprehensive answer you can get.
What makes this story more interesting, however, may be the overall growth of the marketing industry represented by the growth of this infographic. In its first rendition in 2011, the visual depicted only around 100 vendors. In the 2012 follow up, the number tripled to around 350 companies. In its last iteration before this year’s release, the graphic covered 947 total vendors, which is still a little under half what’s now depicted. This steady growth, in my opinion at least, may stem from the overall growth of marketing’s maturity as a value center for businesses.
It seems to follow that the more businesses have learned to rely on their marketing departments to drive revenue and results, the more marketing itself has become a part of viable business models. Using marketing automation adoption as an indicator of how businesses view marketing technology in general, marketing research does show that 87% of organizations with Best-in-Class performance metrics report having adopted a marketing automation platform, compared to only 52% of All Others (firms with average or laggard performance). Clearly, for forward-looking and growing companies, marketing technology isn’t seen as a frivolous cost, but a smart investment in a proven competitive advantage. Naturally, if a model works, it will be reproduced, reused, and recycled, which might explain why we’ve seen such growth in the Marketing Technology Landscape.
Whatever the reason for the growth may be, however, (and feel free to share your own analyses in the comments below), the marketing landscape has become a highly competitive and sophisticated sphere. Kudos to Scott on taking the initiative to visualize it all again this year, and who knows how many marketing vendors we’ll see added to the list next year…
For more on the 2015 Marketing Technology Landscape, click here to view the original post on the Chief Marketing Technologist blog.
To learn about more general marketing best practices and trends, please visit Aberdeen’s free Marketing Effectiveness & Strategy research library here.