Brinker martech lumascape swells to more than 5000 players

Latest annual marketing and ad technology lumascape shows more than 5300 solutions, up 39 per cent on 2016

The latest Scott Brinker marketing technology lumascape has been released and dubbed the “Martech 5000” for the rising number of vendors featured this year.

The seventh annual edition of the martech map features 5381 solutions, up 39 per cent year-on-year, from 4891 unique companies, also up 40 per cent over 2016. The lumascape is a lesson in growth rather than consolidation, with just 4.7 per cent of the solutions features in 2016 removed this year.

Commenting on the latest edition, Brinker described the distribution of marketing technology vendors as a “long tail”, with a small number of major providers, such as Adobe, Oracle, Marketo, Salesforce, IBM and HubSpot, followed by a trail of niche, vertical startups, innovators and specialists. Yet again, this year’s map suggests there are still plenty of products out there that are more glorified features than standalone suites, with more consolidation inevitable across the martech and adtech space.

Brinker also pointed out of the martech companies listed, there’s a significant discrepancy between size and scale. For example, only 6.9 per cent are enterprises, with more than 1000 employees or a public listing. Nearly half are investor-funded startups at any pre-exit stage (48.8 per cent), and 44.2 per cent are private businesses with fewer than 1000 staff and no funding data.

“Increasingly, the major providers are evolving into true platforms — serving as stable foundations that allow more specialised software to be easily plugged into them,” Brinker continued. “This reduces risk and cost for marketers to augment their marketing stacks with long-tail tools that best serve their particular needs.”

As a result, instead of choosing between a suite from a single vendor or a best-of-breed collection of products from multiple vendors, many marketers have the ability to take both a suite and best-of-breed approach to their marketing technology stack, Brinker said.

“They use the suites from major providers as general, centralised platforms to coordinate customer data and campaigns, while extending their capabilities with these highly-focused, long-tail tools,” he said.

The 2017 edition dwarfs those of previous years. In 2011, the year the lumascape was created, about 150 companies were featured, leaping to 350 in 2012 and more than 2000 by 2015.

At first glance, categories to have experienced the biggest growth over the past year with new solutions include display and programmatic advertising, marketing automation, content marketing, customer intelligence, audience data, social media marketing and mobile marketing.

The landscape was produced by Brinker, editor of chiefmartec.com and chair of the US MarTech conference, with Anand Thaker.

Click here to see the full lumascape

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in