Digital Marketing Landscape 2016, 87% Growth

2016 Marketing Technology Landscape Supergraphic (PDF)

2016 Marketing Technology Landscape Supergraphic (1,200dpi JPEG)

Scott Brinker:

As mind-boggling as it is, the marketing technology landscape grew even bigger. I’ve fit 3,874 marketing technology solutions on to a single 16×9 slide — almost twice as many as last year.

I say “solution” instead of “company,” because some companies are included multiple times in different categories. The big enterprise software firms — Adobe, Google, IBM, Microsoft, Oracle, Salesforce, SAP — have the most instances of their logo on the page, but there are others too.

I loosened my restrictions on “one logo per page” a little bit to better reflect vendors who sell solutions in many categories across the landscape. But given space constraints, I was still pretty miserly about putting most companies in only one category — usually the one that seemed to be primarily represented on the home page of their website.

I estimate the de-duped count of logos is closer to 3,500 — approximately 87% growth over last year. That’s really amazing when you consider how large the landscape was last year already.