I’m delighted to last but not least share with you the 2022 advertising technological innovation landscape, a joint production in between myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Right here are the key issues you want to know:
The wild-and-ridiculous 11-calendar year progression of the martech landscape seems to be like this:
Or, if you prefer a additional quantitative check out of the 6,521% growth around people 11 years:
We retired the moniker “Martech 5000”, which had immediately turn out to be a misnomer. This calendar year it would have been just about the Martech 10,000! Instead, we’ve renamed this undertaking “Martech Map” because…
We have introduced a new interactive internet site at martechmap.com, free to use, that allows you search, sort, and filter the entire landscape. You can search by key phrase. You can filter by a vendor’s HQ state. You can rearrange the display, zoom in, and even build a PDF of your individual.
Disclaimer: the web site is however in beta, so remember to bear with us via any tough edges.
You can also lead to the information established — and make sure you do! Uncover something wrong in the info? Missing vendor? Vendor which is transformed groups or absent away? Enable us know. We consider this a community project, and we gladly celebrate all of the contributors to it.
The enormous scale and quick level of modify of the martech field and the wealth of solutions within just it was no for a longer period very well-served by a the moment-a-year, static graphic. It is a position in time, which is interesting to see year-about-year. But we want this neighborhood useful resource to be some thing that is up-to-date on a a lot more ongoing basis.
By now developing the graphic algorithmically, it is quick to release updates in a matter of minutes — as opposed to the dim ages of hand-placing little logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior enable with that!). By using a vendor’s favicon from their web-site, which we can refresh at any time, we also save both ourselves and distributors from the angst of outdated logos.
The aesthetic is distinct with this grid of favicon logos, but the functional benefits of fast updates weigh closely in its favor. Just as each and every other element of advertising and martech is evolving, so also must the martech landscape.
Point out of Martech 2022 Report
Of course, a person of the perennial reactions to the martech landscape is: how can there be so several vendors? How has this market not consolidated but? Surely it is destined to collapse, any minute now, correct?
These are good thoughts to ask. I ask them myself all the time.
It is really worth noting that 972 sellers from the 2020 landscape were being eliminated for 2022, possibly due to being obtained or some a lot less happy exit from the current market. That is 12% churn from two decades ago! The martech landscape does consolidate.
But at the exact time, new suppliers retain getting into the industry (and a lot more who have been in the marketplace preserve having identified in our ongoing investigation). Whilst 972 distributors had been removed, a whopping 2,904 suppliers had been added, which brought the net whole from 8,000 to 9,932.
Frans and I have numerous products and theses that supply some clarification to these dynamics that we see in the market place. This year, we’ve bundled them — alongside with a bunch of other great information about stack adoption styles — in a Point out of Martech 2022 report.
It is free of charge for you to download (entirely ungated):
(As a reward, the report also incorporates all of the entries to The Stackies 2022: Marketing Tech Stack Awards, so you can overview illustrations of how other providers have mixed martech answers in their advertising stacks.)
The research for this undertaking and the accompanying report was generously supported by these 6 sponsors. We would kindly stimulate you to check them out:
In addition, we have produced a “gratitude graphic” that demonstrates the numerous contributors to the martech landscape info set. We hope you will be part of them for a long run update that consists of contributions you choose to make.
Merry #MartechDay to you — I hope you get pleasure from this new graphic, report, and interactive web site.