Nice overview of Marketing Technology Landscape
It describes six classes of marketing technology :
- Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.
- Infrastructure such as databases, big data management, cloud computing, and software development tools.
- Marketing Backbone Platforms such as CRM, marketing automation, WCM, and e-commerce engines.
- Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.
- Marketing Experiences — more specialized technologies that directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, marketing apps — the “front-office” of modern marketing.
- Marketing Operations — the tools and data for managing the “back-office” of marketing, such as analytics, MRM, DAM, and agile marketing management.