MarTech Triggers People More Than Massive MKT Services Landscape

The large scale of the marketing technology landscape in the business world provokes many emotions which commonly are excitement, frustration, impressiveness, and even anger. Recently, some people claimed to be stoked by fear, uncertainty, and doubt simply by viewing the marketing technology landscape supergraphic published by Scott Brinker. MarTech Triggers

We tend to only see the world through our view with simplicity and certainty, and what is contrary to that can make us uncomfortable. Unfortunately, the martech landscape offers the opposite complexity and uncertainty.

However, that marketers complain about the varieties of choices they have with agencies and consultants has rarely been a case over the past two decades even its size is much larger than martech.


Why does one trigger people, while the bigger does not lift an eyebrow?

The chart above is from a recent article by Boston Consulting Group which illustrates the number of martech, agency, paid media organizations which are over 70000 in the UK, Germany, and France.

In the UK and France, the number of agencies and consultancies is 10 times more than the number of martech companies, while in Germany the discrepancy is 20 times.


Why isn’t the clamor for consolidation of services 10 times noisier than for martech consolidation?

Some possible reasons:

  • Services only carried the weight of operating expenses
  • Commitments to service tended to have simple, well-defined exit points.
  • Services were seen as interchangeable — you could always swap between agencies
  • Marketers knew about the services they get from an agency
  • Many marketers had experience at an agency at some stage in their career so they could negotiate and manage them effectively

Technology is the contrary. It is an investment that most marketers approached without an exit plan.

Technology was frequently landed in disguise to advertisers: they didn’t have the foggiest idea of how these secret elements (the martech merchants and their items) worked. They weren’t competent at haggling with or overseeing them. Most had never worked at a tech organization. The sort of “imagination” coming out of tech new businesses was something else.

However, it’s 2020 now, and the abyss among marketing and technology has shut — regardless of whether not every person has recognized that yet. Be that as it may, the 10-years war among marketing and IT is finished. Marketing technologists are an indispensable piece of the marketing department.

Perspective on software and technology in marketing should be changed

Since it’s not simply marketing that has changed. Over recent decades, the cloud has totally reshaped the elements of the software industry. IDC has anticipated that by 2023, more than 500 million computerized applications and services will be created and launched utilizing cloud-native methodologies.

While there is surely consolidation in martech, particularly around significant platforms, software is swallowing the world with a large number of applications and microservices that influence the combination of those significant platforms. Everything associates with everything else in the cloud.


Here’s what’s extremely wild: the decade ahead will be the age of services companies and brands creating a significant number of applications and software on their own. Then will come the second golden age of martech, in which the relationship between marketers and software flips.

Marketers and agencies are not rivals in the big picture of martech. On the contrary, they are becoming an integral part of martech landscape where they will dominate in the following decade.