If more proof was needed that digital marketing is getting more complicated, this infographic from the Chief Marketing Technologist blog maps out some of the key players across the main disciplines- resulting in one huge chart.
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The “Marketing Technology Landscape Supergraphic (2014)” illustrates the marketing-tech landscape in detail, covering everything from marketing experiences (e.g., email, mobile, display, and social media marketing) to marketing operations (e.g., marketing resource and digital asset management, and marketing, mobile, and web analytics), as well as middleware, platforms like CRM and marketing automation, and infrastructure like databases and mobile app development.
Scott Brinker, author of the Chief Marketing Technologist blog and cofounder and CTO of Ion Interactive Inc, produced the graphic.
“It’s a digital world that marketing is operating in, and software is the conduit through which we engage and understand our customers today,” Brinker said. “It’s important for marketers to have a good sense of what technology-powered capabilities are available to them.”
“These tools can support and enable all kinds of innovative marketing strategies, but they aren’t strategies-in-a-box,” Brinker says. “It’s important for marketing leaders to have their strategy drive their tool selection rather than the other way around.”
It’s also important for marketing to collaborate with their technology colleagues to maximize their marketing-tech investments. “A mutual commitment to collaboration is the best start,” Brinker says. “The destinies of marketing and IT are now deeply intertwined. One of the best ways to operationalize that collaboration is to have “marketing technologist” roles’ people who are fluent with both sides and can help marketing be a more sophisticated consumer and advocate of the right technologies for their mission.”
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