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The Marketing technology Landscape in 2018 [Infographic]

6 implications for selecting and managing today’s and tomorrow’s marketing technology We’ve been sharing the latest Marketing Technology Landscape map by Scott Brinker, @chiefmartec for several years now. You’ve almost certainly seen one of the earlier iterations since it has been widely shared. I love it because it’s a USEFUL infographic – it prompts marketers to review their current Marketing Technology and take action to improve their Marketing Technology Stack . When I discuss it with marketers when speaking or training, it certainly has a big impact, not always in a good way… It prompts that "OMG how do I cope?" fear amongst marketers and business owners due to its complexity. But, for me, from a positive POV, it shows the opportunity of the many tools we have available to deliver more relevant, more personalised communications today. It’s inspired the Smart Insights team to create our own Martech infographic which includes both insight and operational tools across our RACE planning framework. We also have another post looking at auditing the Martech stack which includes another Scott Brinker framework – the 6C categories of Martech. Our ‘ Essential Digital Marketing Tools ‘ infographic aims to show the choice in martech today in a different way since it differs from Scott Brinker’s awesome infographic in that it is: Simpler – fixed in size and structured around our RACE marketing management framework More practical – Blending tools which give marketing insight with marketing operations management tools Less corporate – it focuses recommendations […]

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