Business

947 companies in 43 categories: the increasingly crowded marketing technology landscape

Ion Interactive CTO and marketing technologist Scott Brinker has released version 3.0 of his “marketing technology landscape supergraphic.”

It’s certainly super.

The icon-strewn graphic contains a staggering 947 companies that offer mostly web-based software as a service for marketers — yet another indication of the degree to which technology has consumed the marketing industry.


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Brinker’s first version, from 2011, contained just 100 companies. The second, a year later, ballooned to about 350 companies. And the current third version almost tripled again, as the art of marketing is quickly being supplemented by science — or at least data — in every space, including what Brinker chose as his six major categories: marketing experiences, marketing operations, “backbone platforms” such as CRM, infrastructure such as databases, marketing environments such as Facebook, Pinterest, and Twitter, and a new category of marketing middleware that ties it all together.

Facebook's webpage seen through a glass globe.Those six classes are further divided into 43 subcategories, making it a very forgivable offense for a marketer to feel like he or she should have attended comp sci classes in college — and very smart for future MBAs and growth hackers to acquire a very solid technical underpinning of knowledge as they learn their trade.

But don’t think that 947 companies is the full story.

“[This] comes with one main caveat: this graphic is not comprehensive,” Brinker posted this morning. “It is just a sample, albeit a large one, of the many different kinds of software available to marketers today. There are many more companies — indeed, entire categories — that were not included, merely due to the constraints of time and space. And by the time you read this, it will inevitably be out of date due to new launches, re-launches, expansions, exits, and mergers. The pace of change in this field is breathtaking.”

So is, perhaps this graphic. Click for a full-size version:

marketing_technology_jan2014_600

More information:

Facebook is the world’s largest social network, with over 1.15 billion monthly active users. Facebook was founded by Mark Zuckerberg in February 2004, initially as an exclusive network for Harvard students. It was a huge hit: in 2 w... read more »

Twitter is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations. At the heart of Twitter ar... read more »

Pinterest is a social networking site with a visually-pleasing “virtual pinboard” interface. Users collect photos and link to products they love, creating their own pinboards and following the pinboards of other people whom they fi... read more »

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