Is this the definitive marketing technology landscape graphic?

Is this the definitive marketing technology landscape graphic? Marketing Tech’s editor has more than a decade of editorial experience spanning computing, performance marketing and, currently, enterprise digital strategy. Simon’s career began in print, where he edited the news section of business computing title PC Plus and contributed to a variety of other special interest titles, including MacFormat and Computer Arts. He then made the transition to digital journalism, joining PerformanceIN where he covered a sector of the marketing industry where advertisers only pay on a performance basis. Most recently, Simon became editor at TechForge Media where he manages the editorial strategy of Marketing Tech and the company portfolio’s newest launch Connected Car.

Lumascape kicked off the trend for bringing an entire industry together on a single graphic while others have followed too, but Scott Brinker’s latest offering adds some vastly improved organisation to this bustling industry.

Brinker’s marketing technology supergraphic manages to incorporate almost 2,000 different companies without ever looking too chaotic. It is no mean feat given how his annual project has grown from the 947 companies that slotted into last year’s edition.

The breathtaking growth rate of the marketing technology industry is not slowing, with Brinker, who also finds the time to be Ion Interactive’s co-founder, president and CTO, saying that this growth is bringing altogether new challenges for marketers and their clients.

“The real challenge is changing how firms think and behave in this hyper-connected, always-on, customer-controlled digital world,” he said. “The nature of marketing has exploded from an ancillary communications function to the Grand Central Station of customer experience.”

New to this year’s graphic are five additional categories under the marketing middleware banner, including data management platforms/customer data platforms, tag management, cloud integration/ESBs and APIs.

You can check out the full marketing technology supergraphic below.

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