Navigating the Marketing Tool Ecosystem
Scott Brinker, CTO of Ion Interactive has just released version 3.0 of his “marketing technology landscape supergraphic,” and it’s an eye-popper. In this latest version, Brinker identifies 947 companies who offer various tools to marketers (Brinker even admits that the “graphic is not comprehensive. It is just a sample”).
That’s a lot of tools!
Granted, there is a tremendous amount of crossover, but even when broken down into the 43 categories across 6 major classes as Brinker does for us, when does it become too much?
The Two Real Issues Are…
- The graphic clearly demonstrates the vast and thriving ecosystem for marketing tools. This is actually good for the marketing professional. We are in need of excellent tools and with 947+ companies competing for users, there are going to be a lot of great ones out there. Additionally, all that competition is going to be great for innovation. However…
- How does the professional marketer make a choice? Clearly, there are far too many tools for anyone, or even any entire department, to adequately evaluate all of them. So how to choose? The answer is actually easy; hire an experienced marketing strategist, like me! (Hey, it’s just a little shameless plug. After all, I wrote the post).
To be sure, even I am familiar with only a handful of these tools, but there are two advantages:
- I already use a well-developed and effective tool set for my clients.
- I’ll keep an eye on the landscape for you, identifying useful tools and features as they gain traction.
So there you have it; work through 947, or work with One (1 – me!).
Oh, and don’t forget to connect with me TODAY via the links at the top of the page.