The 2015 marketing technology landscape has doubled its size from last year.
According to ChiefMartec’s Scott Brinker, the number of companies has grown from 1,000 to 2,000 in the space of one year. The publication of his 2015 Marketing Technology Landscape infographic revealed a huge variety of marketing companies in a wide range of sectors.
Whether you’re an experienced veteran of marketing or a newcomer, it pays to know what these sectors are and how they are changing from year to year.
In this article, we’ll cover the sectors that focus on the marketing technology industries that focus on the front end experience, or the Marketing Experiences section of the chart.
Mobile marketing companies perform a variety of mobile-related marketing functions, from user acquisition to advertising to mobile payments. Mobile app marketing company growmobile, for instance, helps app makers acquire and retain users, as well as implement social advertising campaigns.
Display and Native Ads
Display advertising use display ads that stand out and can appear across platforms, from desktop to smartphones to tablets. Native ads, rather than standing out, attempt to blend in to the content and offer more contextualized, relevant value. Both have their merits and both sectors continue to grow.
Video Marketing and Ads
Video marketing and ads are two of the fastest growing marketing industries. They will continue to skyrocket in the coming years, for several reasons: video is becoming easier to produce, mobile technology makes it easier to consume, and people demand video.
Search and Social Ads
Search and social aren’t going away any time soon, since these are two of the most time-consuming online activities. Along with mobile, social advertising is one of the fastest-growing marketing industries.
Communications and Reviews
Public relations and communications are some of the most important ways to maintain reputations and build trust with customers. From Ning to Muut, a number of platforms have been developed to help businesses build community, collect customer reviews, and display comments.
As every marketer knows, email marketing is one of the most reliable ways to maintain communication with customers. The email marketing industry continues to advance, bringing with it a variety of companies that offer new technologies, from advanced segmentation to trigger-based personalization.
In the digital world, insight and intelligence is the name of the game for businesses who want to stay ahead of their competition. Influencer marketing ranges from content analysis engines such as Buzzsumo to brand monitoring platforms, such as Zoomph.
Events and Webinars
Online connectivity allows businesses to communicate with prospects around the world. Marketing technology companies have risen to meet this need and offer services that range from small-scale webinars to massive online events.
SEO hasn’t died, but it doesn’t command the same piece of the digital marketing pie that it once did. However, with 7.5 million monthly searches for the term “SEO,” it clearly still holds major important for many businesses and marketers. There are plenty of well-known SEO companies listed on the 2015 Marketing Technology Landscape infographic, including well-known names such as Moz and Yoast.
Customer research is part and parcel of the marketing function, and there are plenty of companies that offer this service. These companies offer website surveys, customer tracking, and other tools designed to help retain customers.
Loyalty, referral, and gamification services take user retention one step further. These programs automate referral and reward programs, which offer incentives to users for referring friends. This helps to grow the customer base through word-of-mouth, social media, and so on.
Personalization and Chat
Chat services, clearly, give users the ability to chat with one another, enhancing the end user experience. Personalization solutions use sophisticated analytics and prediction engines to offer customized user experiences across devices and channels.
Testing and Optimization
Testing is a hallmark of marketers, and as the marketing landscape continues to expand, so do analytics companies. As time goes on, marketing analytics are giving marketers the ability to create campaigns that are much more relevant, personal, and timely. Testing and optimization companies give marketers the insight they need to keep up with their customers and continually improve their results.
One of the advantages of digital media is the interactive potential of online content. These platforms may be sophisticated SaaS solutions that deploy, test, and measure interactive content. Or they may simply provide sweepstakes, polls, contests, and so on. Regardless, these solutions give marketers the ability to engage with and learn more about their users.
Though content marketing is a relatively new term, it’s now a core pillar of any good marketing program. Content marketing solutions range from video explainer solutions, such as Wyzowl, to content creation services, such as Zerys.
Creative and Design
Every marketer must make heavy use of creatives and designers. Content, ads, and all other forms of marketing communications rely heavily on the creative industries, and there are a number of creative companies that step up. Some act as portfolio sites for designers, such as Dribbble, while others develop high-end software for designers, such as Autodesk.
The final sector listed under the Marketing Experiences section of the chart, Sales Enablement companies offer relationship management solutions, sales cycle analytics platforms, and sales content optimization engines.
The 2015 Marketing Technology Landscape infographic has several other sections, which cover marketing operations, middle-ware, backbone platforms, and infrastructure. However, the sectors covered here are particularly interesting to any marketer that deals with the front-end marketing experience.