Gartner Introduces the Digital Marketing Transit Map to Present a
Comprehensive Landscape of Marketing Technologies
STAMFORD, Conn. -- June 20, 2013
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
"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.
Tracks: The colored lines represent broad application domains. All the lines
intersect at a main station, labeled "digital marketing hub." Two lines,
emerging technology (yellow) and mobile (light blue), are circular to indicate
that they touch all other categories. The dotted line for emerging
technologies indicates that this category is "unfinished," with technologies
maturing and moving onto other lines and new technologies appearing
Stations: Each line has a number of stations that represent technology types.
The smaller circles are types of product (for example, gamification tools)
where multiple providers to evaluate can be found. The larger shapes represent
types of technology providers (for example, mobile marketing) that may offer
different kinds of services and technology to fulfill related functions. The
black circles near the bottom of the map represent connections to technologies
and functions outside of marketing (such as business intelligence). The
circles (sometimes joined by black lines) that appear where two or more lines
intersect indicate products and vendors that span the adjacent categories. For
instance, mobile search spans both the purple search line and the light blue
mobile line. With these "transfer stations," two or more functions can be
performed with one technology.
The overall layout of the transit map is structured as follows:
*To the south are the "business districts" that connect with other parts of
the organization: IT, sales and service, general marketing, business
intelligence and general advertising, which is often outsourced to
*The stop in the center, labeled "digital marketing hub," is the central
station where all of the functions converge.
*In the northwest are services aimed at awareness and traffic: advertising
*In the northeast are services concerned with engagement quality: creative
and user experience.
*Due north are services concerned with engagement quality: creative and
*Mobile and emerging technology loops indicate that they touch all other
categories. The broken line representing emerging technology indicates
areas under construction.
"We created the landscape for digital marketing in the form of a transit map
to show complex relationships among a large number of technologies and
operational areas," said Jake Sorofman, research director at Gartner.
"Organizations should use the map to identify the connection among business
functions, applications tracks and providers. Map elements can be used to find
additional research or structure questions about strategy and best practices
as well as providers, products and selection criteria. It is also a useful
device for mediating discussions between marketing and IT."
More detailed analysis is available in the report "Toolkit: The Digital
Marketing Transit Map." The report is available on Gartner's website at
http://www.gartner.com/resId=2500915. Additional information and resources on
the digital marketing transit map can be found at http://gtnr.it/14I0qh7.
Mr. Frank will provide additional details on the transit map in the
complimentary webinar, "Making Sense of the Digital Marketing Landscape,"
today (June 20), at 9 a.m. EDT and noon EDT. He will explain how clients can
use Gartner's interactive transit map to understand connections, evaluate
solutions, and put your organization on a rational course. To register for the
webinar, please visit http://gtnr.it/14FU9me.
This research is part of the Gartner for Marketing Leaders program. This
program provides real-time, personalized digital marketing guidance, from
vision through execution. Gartner for Marketing Leaders is focused on helping
digital marketers succeed in eight key areas: emerging digital marketing
trends and techniques, social marketing, mobile marketing, monetizing digital
marketing through commerce, multichannel marketing, data-driven marketing,
digital marketing essentials and digital marketing programs. Additional
information is available at http://www.gartner.com/digitalmarketing. For
additional details, email GML@gartner.com.
Gartner, Inc. (NYSE: IT) is the world’s leading information technology
research and advisory company. Gartner delivers the technology-related insight
necessary for its clients to make the right decisions, every day. From CIOs
and senior IT leaders in corporations and government agencies, to business
leaders in high-tech and telecom enterprises and professional services firms,
to technology investors, Gartner is a valuable partner in more than 13,000
distinct organizations. Through the resources of Gartner Research, Gartner
Executive Programs, Gartner Consulting and Gartner Events, Gartner works with
every client to research, analyze and interpret the business of IT within the
context of their individual role. Founded in 1979, Gartner is headquartered in
Stamford, Connecticut, USA, and has 5,500 associates, including 1,402 research
analysts and consultants, and clients in 85 countries. For more information,
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