The rise of digital marketing is producing a fragmented and confusing landscape of terminology, providers and technologies, according to Gartner, Inc.
In a release, Gartner said that in response to this, it has created a digital marketing transit map to aid organizations in the creation of a digital marketing solutions strategy and to improve operations and plan initiatives.
"Digital marketing organizations have accumulated most of their technologies in discrete initiatives, often one technology at a time," said Yvonne Genovese, managing vice president at Gartner. "This approach creates silos that don't work together and leads digital marketers to overlook strategies and technologies that improve efficiency and effectiveness of marketing efforts."
"Gartner's digital marketing transit map presents a comprehensive landscape of marketing technologies that will enable organizations to see every kind of service and technology that is available and how they relate to each other," said Andrew Frank, vice president and distinguished analyst at Gartner. "This will allow them to identify the best sources for their needs and acquire systems that work well together."
"We created the landscape for digital marketing in the form of a transit map to show complex relationships among a large number of technologies and operational areas," said Jake Sorofman, research director at Gartner. "Organizations should use the map to identify the connection among business functions, applications tracks and providers. Map elements can be used to find additional research or structure questions about strategy and best practices as well as providers, products and selection criteria. It is also a useful device for mediating discussions between marketing and IT."
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