Three trends for the growth of marketing technology


When Scott Brinker first began compiling his now-famous martech lumascape, it was often called the “Martech 5000.”

These days, it could be extra aptly dubbed the “Martech 7000 and growing.”

On April Four, Brinker launched the newest version for this 12 months: The Marketing Technology Landscape 2019.

martech landscape as of april 2019

The growth of his supergraphic year-over-year has been a bit mind-boggling.

Growth of the marketing technology panorama from 2011-2019

According to Brinker, the checklist of names in the area has doubled and generally even tripled every year since the first Martech 5000 compilation.

For instance, the 2017 version listed 37% extra martech options than 2016. And 2018 named 27% greater than 2017.

growth of marketing technology landscape from 2011-2019

However, in 2019, issues appear to have slowed.

This latest checklist confirmed only a Three% improve in names added to the industry-standard sampling of the martech panorama.

So does that imply martech has reached a peak, no extra growth from right here?

There are actually 7,040 options included in the supergraphic — fairly a great distance from the place we began.

As Brinker factors out in his accompanying put up on this 12 months’s panorama, the marketing technology is stretching greater than ever– changing into international and more and more “citizen-led.” And Brinker’s staff merely don’t have the time or assets to maintain up with all the lightning-fast evolution.

He writes,

“It turns out that this isn’t so much “peak martech” as it’s “peak martech landscape.”

See, there’s a restrict to how a lot time is cheap to spend money on producing this graphic. One may argue that I ought to have hit that restrict a number of editions in the past. But this 12 months, having 9 folks engaged on it for Three-Four months was as a lot as even I may justify (or afford).

Yet we all know there’s a ton extra marketing technology options on the market. Not hypothetically talking. I can truly level you at a whole lot to hundreds of martech merchandise that aren’t on this 12 months’s marketing technology panorama.”

In different phrases, it’s changing into inconceivable — or not less than unreasonable — to trace how extensive this area has turn into.

Trends in growth of marketing technology

Brinker referred to as out a quantity of attention-grabbing insights in his put up, notably trends on growth.

In the close to future, we are able to anticipate martech to notably proceed rising in these areas.

1. Regional martech 

As the recognition of Brinker’s supergraphic grows, international locations throughout the world, from Canada to Finland, China, and the U.Okay., have launched their very own variations.

The staff compiling the U.S. model didn’t cross-reference earlier than publishing, which suggests the “real” quantity of martech firms is probably going a lot bigger. And it doubtless contains tons of highly-specific options.

“Since I’ve been so impressed with these, I’m embarrassed to say that we didn’t think to cross-reference this when we were assembling our global landscape this year until after it was off to press. We missed hundreds of regional martech companies. And that’s just considering the handful from countries with a published landscape.”

2. Vertical martech apps

Remember when “there’s an app for that” was a catch-phrase-turned-joke?

Now, it doesn’t matter what your or what answer you’re in want of for that , there’s most likely, someplace, an app for that.

And the Martech 7000 may not even checklist the half of it:

“Similarly, whereas we’ve actually integrated many vertical martech apps into our panorama, we all know we’ve barely scratched the floor of what’s on the market — firms like LabWorthy in the dental or ChurchCRM, neither of that are on our panorama. Just discovering these firms, with out going deep in each ourselves, is a Herculean job.”

Many platforms construct apps particularly for their particular person ecosystems, making these micro-solutions practically inconceivable to maintain tabs on.

For instance, WordPress has 54,00zero plugins designed particularly for the platform. And every one may very well be referred to as a form of “mini martech app.”

It can be inconceivable to maintain monitor of all these micro-solutions. But the undeniable fact that there are such a lot of out there’s indicative of the sort of customized choices which might be changing into more and more commonplace.    

Three. Citizen martech

This leads us to the closing martech growth development, which was particularly unlikely to have been absolutely captured in the more and more overwhelming supergraphic.

We can anticipate the rise of highly-specific martech options, constructed by individuals who aren’t essentially tech savvy.

Brinker mentions the instance of Airtable, which “makes creating a martech app as easy as creating a spreadsheet.”

Many folks would possibly say these aren’t “real” martech apps as a result of they’re typically solely for use inside a single group. But Brinker posits that these self-serve martech options may very nicely be the place the is headed:

“This democratization of development in marketing technology dramatically expands the number of people who can create martech apps. As a result, a lot more martech apps are produced — even if they’re relatively small and serve a highly specialized function.”

the long tail of marketing technology

Are you prepared for a Martech 50,00zero?

While Brinker says that there’s actually no option to know what number of options aren’t included on the checklist, he places the quantity as excessive as 50ok.

In an that’s quickly altering, it may be tempting to quibble with what counts as an “app” and which options are “actually martech.”

Yet the checklist retains rising, to the level the place options are so deeply ingrained in platforms and organizations that we are able to’t actually maintain monitor of them.

And to Brinker, this presents proof that we’ve got most likely not reached “peak” martech.

have we reached peak growth of marketing technology?

We’re probably solely starting to know the methods through which martech will proceed to develop and form the future.  



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