Marketing Technology by the Numbers

0
127



Marketing Technology by the Numbers

What’s the state of marketing technology today? How healthy is the space, and what solutions and tools are marketers most interested in discovering?

Boston-based marketing tech discovery platform CabinetM currently lists some 6,000 products of potential interest to the digital marketer. Users can leverage CabinetM to build virtual marketing stacks, reconstruct their own company stack—both to monitor and manage it and to discover gaps and new tools—and even put together their own personal marketing tech skill stack. 

Is Growth Slowing?

We’ve been talking for years about the hectic, almost uncontrolled growth of the marketing technology landscape. It’s not shrinking to a manageable scale any time soon, but are their signs that expansion is slowing?

Year Founded                                    Number of companies
                                                   
Pre 2000                                                              526
2000                                                                     92
2001                                                                     124
2002                                                                     77
2003                                                                     82
2004                                                                     117
2005                                                                     117
2006                                                                     184
2007                                                                     210
2008                                                                     239
2009                                                                     287
2010                                                                     338
2011                                                                     358
2012                                                                     400
2013                                                                     282
2014                                                                     194
2015                                                                     68
2016                                                                     13

             TOTAL 3708

Implosion?  Not quite: CabinetM cautions that figures for 2015 and 2016 are likely understated, because founded companies haven’t yet made it into their database. Nevertheless, looking at 2013 and 2014, there does seem to be a decline in marketing tech start-ups from the peak years of 2010-2012.

Data also shows a remarkable consistency in the main categories over the past ten years, with content marketing, analytics and ad tech jockeying for the top three positions. The number of marketing automation start-ups has fallen away since 2005 (perhaps consistent with the perception of gradual stabilization in the MA category.

Nevertheless, users of the platform continue to search for the most well-established players, MA vendors included.

Top Vendor Searches
                                                   

Marketo

Salesforce

Facebook

Hubspot

Adobe

Oracle

Google 

The top category searches are more of a mixed bag.

Top Category Searches
                                                   

Email

CRM

Attribution

Lead gen

Customer acquisition

Analytics

Fraud detection

We also know what users did with their search results.  They put together tech stacks based around the following products and companies:We

Top 20 Selected Products
                                                   
Google Analytics
Twitter
LinkedIn
WordPress
MailChimp
Facebook
Hootsuite
Google Adwords
Marketo Engagement Marketing Platform
Sales Cloud
Instagram
HubSpot Marketing Platform
Optimizely
YouTube
Drive
Oracle Eloqua
Pinterest
Trello
Buffer
Gmail

Top 20 Selected Companies
                                                   
Adobe
Google Inc
Salesforce
Microsoft
Moz
IBM
Twitter
LinkedIn
DoubleClick by Google
Oracle
Citrix
Zoho
Apple
GoDaddy
ReadyTalk
Teradata
Visual IQ
Yahoo
Brightcove Inc.
Constant Contact

There may be some surprises in the company list, but overall the statistics show a conservative selection of solutions. Maybe not so many marketers are walking the technology wild frontier; maybe we’re seeing consolidation among strong and manageable solutions from trusted vendors.

Loading links….



Source link

Facebook Comments

LEAVE A REPLY

5 × four =