Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Marketing Operations » Scott Brinker unveils his most populous Marketing Technology Landscape yet

Scott Brinker unveils his most populous Marketing Technology Landscape yet

At this rate, we’re soon going to need microscopes to keep up with the evolution of the martech ecosystem.

Barry Levine on April 25, 2018 at 10:59 am

Today, Scott Brinker took another step toward the final destination of his legendary Marketing Technology Landscape.

That final destination, of course, will be a Landscape where the logo of each marketing, advertising and search solution on the planet will be written on individual atoms.

Brinker, the lead author of this annual exercise, is Conference Chair of our MarTech Conference, which is now taking place in San Jose, California, and which was the venue this morning for the unveiling of this year’s Landscape.

The atomization of the Landscape appears to be inevitable. The new version has 27 percent more logos than last year’s. In all, the current Landscape shows 6,829 marketing solutions from 6,242 vendors in 48 categories.

In numbers, that means over 1,500 martech solutions added over last year’s. If this growth keeps up, the laws of physics will soon be called into action.

“I’ve been tracking the martech sector and building these landscapes since 2011,” Brinker told me via email.

“This year’s landscape is equivalent in scale to all of the landscapes I produced from 2011 through 2016 combined (I didn’t do one in 2013).” Here’s Brinker’s visualization of this year’s scale:

He added that many analysts have been predicting consolidation in the field but, “at least in terms of the number of vendors, that empirically hasn’t happened.” Only 4.5 percent of the companies in the 2017 Landscape are not present in this year’s.

While some companies are acquired or go under, Brinker noted, many more take their place.

Or, as he puts it in a related blog post: “Water continues to flow into the martech tub faster than it’s draining out.”

Of course, he pointed out, the solutions are not all equal. A few are large, and many are smaller or newborn startups. And new categories emerge, such as this year’s “Bots and Live Chat” and “Compliance and Privacy.” One category — “Predictive Analytics” — bit the dust, since machine learning is adding prediction to almost everything.

The real reason the Martech Landscape keeps growing, Brinker suggests in his post, is that “we’re putting more flesh on our digital customers and striving to serve them in more human ways.” In other words, marketers and vendors keep finding new ways to communicate with consumers and other businesses, expanding the total number of solutions every year.

But there are a couple of possible ways to avoid the eventual need for atomic microscopes to see all those annual additions.

That’s because the Landscape — which was created this year in collaboration with Anand Thaker of IntelliPhi and Jeff Eckman of Blue Green Brands — is also available as an Excel spreadsheet and a super high-resolution version [registration required].


New on MarTech

    Webinar: Overcome third-party data challenges for CX success

    Public wants to know where brands stand on issues, surveys show

    Why event technology is critical to marketing success

    HubSpot expands App Accelerator program internationally

    The power and limitations of universal IDs

About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Marketing Operations

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.