Scott Brinker: The Marketing Technology Landscape

Scott Brinker

Scott Brinker is co-founder and CTO of the interactive content marketing firm ion interactive and author of the chiefmartec.com blog. He is the mastermind behind what has become the symbol of the ever-growing technology landscape via the now infamous image below.

Q) How long have you been tracking the marketing technology ecosystem?

I’ve been tracking the ecosystem since 2011. I’ve been writing for a number of years about technology professionals having a greater and greater role in the marketing department, and one of the reasons I started assembling that chart of marketing software companies was really just as an exhibit to demonstrate, “Hey, look at how much technology and how much marketing is becoming dependent on these tools and these technologies to do its job.” And I thought that was a lot when it was like 150 of them.

Q) How many technology and marketing platforms are there today, as of last count?

There’s “how many companies there are” and there’s “how many I can fit on a single page.” My best guess is that there are about 4,000 companies world- wide that could be legitimately labeled as marketing tech or marketing tech-nology companies. Usually on my graphs, I probably limit them to a ceiling of about 2,000, and that’s trying to show as representative of a sample as possible.

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