A global market worth 121 billion dollars, more than 8,000 solutions – what chief marketing technologist Scott Brinker shows on his website is certainly one of the best and most comprehensive views of the MarTech universe. But at the end of the day, what Brinker's overview attempts is this, above all: Simply impossible!
This is because the market for marketing technologies is changing and growing rapidly. By comparison: In 2016, there were 6,080 solutions on the market, and in 2017 the number was already 7,040. In April 2020, the number was estimated at more than 8,000 solutions. But what does MarTech really mean? And are we just talking about a brief hype, or is it really changing the marketing world sustainably and fundamentally? Which marketing technologies help me achieve my marketing digitization strategy here, which tools are available for this on the market, and how do I navigate the maze of tools reliably? A technical article by Laurentius Malter provides answers.