Gartner maps Digital marketing in their map, designed to identify
the connections among business functions, application tracks and providers.
According to their website:
- Neighborhoods represent functional regions that can be thought of as practice areas within an organization.
- Tracks connect these regions, and can be thought of as application services that share common objectives and information.
- Stations represent interaction points that can be thought of as vendor and product categories that provide platforms and point solutions.
- Intersections represent transfer points where solutions may serve more than one business area.
The map shows in a graphical way some interesting
connections, namely:
- Real time data, connecting Ad Technology, Analytics and mobile (through geotargeting)
- Creativity being highly linked with the user experience
- Social intimately connected with commerce and in a smaller scale to analytics
- Strategy intimately connected with analytics and commerce´
- Mobile still very much associated to the “emerging technologies”, but connecting different tracks such as search, commerce and analytics
What I think is interesting about it is that instead of
looking at each tree individually, this map gives an overall view of the
complex world of digital marketing, including marketers, technology,
advertising and decision makers. You can clear understand the different components and where are the interaction and transfer points.
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