The rise of digital marketing is producing a fragmented and confusing landscape of terminology, providers and technologies, according to Gartner, Inc. In response to this, Gartner has created a digital marketing transit map to aid organizations in the creation of a digital marketing solutions strategy and to improve operations and plan initiatives.
“Digital marketing organizations have accumulated most of their technologies in discrete initiatives, often one technology at a time,” said Yvonne Genovese, managing vice president at Gartner. “This approach creates silos that don’t work together and leads digital marketers to overlook strategies and technologies that improve efficiency and effectiveness of marketing efforts.”
“Gartner’s digital marketing transit map presents a comprehensive landscape of marketing technologies that will enable organizations to see every kind of service and technology that is available and how they relate to each other,” said Andrew Frank, vice president and distinguished analyst at Gartner. “This will allow them to identify the best sources for their needs and acquire systems that work well together.”
A transit map is a proven tool for communicating complex information in an intuitive way. In this way, the map provides a metaphor for digital marketing. Neighborhoods (see Figure 1) represent functional regions that can be thought of as centers of excellence within an organization. Tracks connect these regions and can be thought of as application services that share common objectives and information. Stations represent interaction points that can be thought of as vendor and production categories that provide platform and point solutions. Intersections represent transfer points where solutions may serve more than one business area.
Neighborhoods: The labels in light gray indicate operational areas. The neighborhoods are necessarily broad in outline, but they give a general sense of where to look for solutions. For example, if someone manages ad operations, they don’t have to limit themselves to ad tech when they look for technology support. Emerging tech, mobile and analytics can also play a role. When beginning a project, take an inventory of the capabilities that already exist in that area. Organizations should review the transit map to find all possible technologies that could help, as well as overlaps where two functions can be fulfilled with one technology or perhaps where an existing technology can be adopted for another function.
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Categories: Digital Advertising