Feeling turned upside down by the digital marketing landscape? There's an app for th... well, at least Gartner has taken the time to build a handy transit map style infographic to show us the digital marketing toolkit in a somewhat navigable way.
Digital Marketing Hoods
Look at that map. Just, look at it. We find it hard to believe there is any one person alive, including the Gartner analysts who created this map, who really understands how all those tools fit together. But that's okay. We are here to learn. We are tech tool tourists.
Like a proper tourist, it's best to stare at the map blankly for a minute just to sort of try and orient yourself. Go ahead. We'll wait. Now, tilt your head to the side - that's it. Don't know where to go or which route to take, eh? That's exactly how many organizations feel because there is a glut of marketing tools out there, and the terminology isn't exactly standardized, so the world is rife with confusion.
The map we have here is good, but the Garter version is interactive, and all the tracks can be turned off to view a simpler map without all the station names. Each route can then be highlighted individually so selected routes can be more closely examined without all the noisy text. Additionally, in the interactive map, the neighborhood names pop out some details when hovered over. Our static map doesn't show that data, but we'll lay it out here.
Neighborhoods in our digital marketing city are Ad Ops, Design, Social Ops, Mobility, Web Ops and Data Ops. They're labeled with the grayed out, all caps text. Each neighborhood is more or less made up of related tools in that area. Mobility, for example, has tracks for analytics, marketing management, real time data, mobile (obviously) and emerging technologies. Finally, all the tools meet up in the center, the marketing hub.
Neighborhoods are defined as: