I’m delighted to lastly share with you the 2022 advertising technological innovation landscape, a joint creation between myself and Frans Riemersma of MartechTribe (and a full bunch of superb contributors). Listed here are the essential matters you want to know:
The wild-and-ridiculous 11-calendar year development of the martech landscape seems to be like this:
Or, if you want a far more quantitative look at of the 6,521% advancement more than those people 11 years:
We retired the moniker “Martech 5000”, which had promptly turn into a misnomer. This yr it would have been almost the Martech 10,000! Alternatively, we’ve renamed this venture “Martech Map” because…
We have launched a new interactive site at martechmap.com, no cost to use, that lets you lookup, type, and filter the complete landscape. You can search by key phrase. You can filter by a vendor’s HQ country. You can rearrange the display, zoom in, and even create a PDF of your individual.
Disclaimer: the web page is continue to in beta, so make sure you bear with us by means of any rough edges.
You can also lead to the details set — and you should do! Come across one thing completely wrong in the facts? Lacking vendor? Seller that’s altered categories or long gone absent? Permit us know. We think about this a community challenge, and we gladly celebrate all of the contributors to it.
The enormous scale and fast price of change of the martech field and the prosperity of remedies in just it was no lengthier well-served by a as soon as-a-calendar year, static graphic. It’s a stage in time, which is appealing to see yr-above-yr. But we want this neighborhood resource to be a thing that is up-to-date on a additional continuous foundation.
By now producing the graphic algorithmically, it’s easy to release updates in a make a difference of minutes — vs . the dark ages of hand-inserting small logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior enable with that!). By making use of a vendor’s favicon from their website, which we can refresh at any time, we also conserve each ourselves and distributors from the angst of out-of-date logos.
The aesthetic is unique with this grid of favicon logos, but the practical rewards of fast updates weigh heavily in its favor. Just as every other element of marketing and martech is evolving, so as well really should the martech landscape.
Condition of Martech 2022 Report
Of training course, 1 of the perennial reactions to the martech landscape is: how can there be so quite a few sellers? How has this current market not consolidated nevertheless? Absolutely it’s destined to collapse, any moment now, appropriate?
These are excellent questions to inquire. I check with them myself all the time.
It is well worth noting that 972 sellers from the 2020 landscape were eradicated for 2022, either because of to remaining obtained or some less content exit from the market place. That is 12% churn from two yrs in the past! The martech landscape does consolidate.
But at the same time, new vendors keep getting into the market (and much more who have been in the market place continue to keep getting identified in our ongoing analysis). Though 972 distributors were being taken out, a whopping 2,904 sellers were being extra, which brought the internet total from 8,000 to 9,932.
Frans and I have numerous models and theses that give some explanation to these dynamics that we see in the marketplace. This 12 months, we’ve involved them — together with a bunch of other terrific info about stack adoption styles — in a Condition of Martech 2022 report.
It’s cost-free for you to obtain (absolutely ungated):
(As a bonus, the report also features all of the entries to The Stackies 2022: Promoting Tech Stack Awards, so you can critique examples of how other organizations have combined martech remedies in their advertising stacks.)
The analysis for this job and the accompanying report was generously supported by these six sponsors. We would kindly persuade you to check them out:
In addition, we have produced a “gratitude graphic” that reflects the a lot of contributors to the martech landscape details set. We hope you will be a part of them for a potential update that consists of contributions you decide to make.
Merry #MartechDay to you — I hope you take pleasure in this new graphic, report, and interactive site.