The digital marketing landscape is one field that has seen a lot of development in recent times. Therefore, as we would expect, it has been flooded with a lot of development, solutions and technologies that are geared toward advancing developments in the field of digital marketing.
However, with the rate at which technology, concepts and solutions are being churned out on a daily, keeping up-to-date with trends and best practices could become some herculean tasks for the digital marketing professional. That is where Gartner wants to come as an aggregator with their digital marketing transit map. So, the Gartner Digital Marketing Transit Map was designed by Gartner Inc, a leading research and advisory outfit base in the United States to facilitated easy and comprehensive grabs of the diverse digital marketing landscapes by the users.
Here is the link of webinar hosted by Andrew Frank Gartner’ New Digital Marketing Transit Map Unveiled and link to original Transit Map for your reference.
Tracking Digital Marketing Resources
The Gartner Digital Marketing Transit Map is an interactive map that allows you navigate through plenteous operational areas of digital campaigns. Some of the advantages the map brings to the table are:
- It gives you a quick glance of all the technologies needed for your marketing campaigns.
- Brings out all the applications and vendors showing you how they interact on a digital marketing platform
- Gives you directions in choosing the solutions and resources that best works for you in what is quickly turning into a highly saturated industry.
- It allows you to track relevant technologies and tools while identifying overlapping one for composite uses.
- It makes digital marketing campaign decisions easier and faster with the depth of the resources available for the users.
However, to access Garner digital marketing transit map you need to create an account and spend some time on it. They have simplified the complex digital marketing landscape, a very informative & interactive map fairly easy to use. The key to understanding it is having a grasp of its interpretations.
Understanding Gartner Marketing Transit Map
Andrew Frank, a distinguished analyst at Gartner in a video post, made it known that Gartner aimed is to give a visualisation that will clarify and simplify the complexity of the digital marketing landscape without marketing so simple that it becomes ridiculous. Looking at the map, I couldn’t have agreed with him more.
For a start, you should know that Gartner digital marketing map covers such areas as:
- Ad operations
- Marketing management
- Web operations
- Data operations
- Social operations and a lot more.
All of these are further elaborated detailing where and how they could come in for digital marketing experts and users. It also highlights overlapping points, alternative tools and where multiple deployments of the resources are possible.
Breaking this down in a press release, Gartner explains that the light grey areas in the map are known as “neighbourhoods” a term, which in reality of the map stands for operational areas. This means that the text in grey signifies the operational areas that are available in the digital market today. Some of the operational areas visible on the map include, Ad Operations (written as ad ops), web ops, social ops, data ops and the likes.
The map also has tracks in different colours that represent different application domains. The broken yellow lines represent emerging technology (the broken strains signifying that there are still a lot happening in this area) while the light blue tracks stand for mobile technologies. The other major feature of the digital marketing map is the stations which represent technology types. The stations are illustrated with circles of different sizes and colours, each holding its meaning. The smaller circles depict types of products with multiple providers, the larger circles represent types of tech providers that offer varying services and technologies that carry out or fulfill similar functions while the black circles stand for “connection to technologies and functions outside of marketing”.
According to Gartner, the map is useful for understanding the relationship between business functions, applications and providers thereby affording you enough knowledge to “mediate discussions between marketing and IT”
Gartner’s digital marketing transit map does not answer all the questions in digital marketing today, neither does it proffer solutions to all the scourging issues in the industry as it is, but it does provide a huge material for the digital marketing professional to build upon and take their work to the next level.
Use this map to understand the relationship, plan & create effective digital marketing strategies; it is an excellent way of tracking this complex, confusing terrain without the fear of missing out the most important links.