COVID-19 Update

2020 Martech Landscape Grows By 13.6% has released its popular 2020 Marketing Technology Landscape Supergraphic — once again showing an increase in martech solutions currently on the market. Created in partnership with Blue Green, this year’s graphic includes 8,000 solutions, up from 7,040 solutions in 2019 — a 13.6% increase year-over-year. 

The 2020 landscape also revealed an 8.7% churn rate of solution consolidation and is divided into five categories:

  • Advertising & Promotion
  • Social & Relationships
  • Management
  • Content & Experience
  • Data

Each of the five categories are accompanied by growth rate comparisons from 2019. More companies need assistance managing their marketing data, for example, and the data category shows a 25.5% increase. Management solution creation has also increased 15.2% to coincide with those data solutions.

“We calculated the fastest growing subcategory in each category, by percentage of growth,” said Chiefmartec’s Scott Brinker in a blog post. “It’s interesting to see that physical world interactions (print, retail proximity and IOT), data governance and privacy, video marketing, conversational marketing and chat and project and workflow management led the pack. These all have been major themes in marketing and martech over this past year.”

Chief Marketing Technologist has also launched to make the landscape’s solution data public, allowing readers, businesses and industry experts to contribute their own solution data to the landscape.