Gartner Research

What's a Digital Marketing Platform? What Isn't?

Published: 21 January 2015

ID: G00274026

Analyst(s): Andrew Frank , Martin Kihn, Adam Sarner , Jake Sorofman, Mike McGuire


The rise of digital marketing has amplified provider hype, clouding definitions at a time when organizations need clarity. The CMO/CIO relationship is particularly vulnerable as they seek common ground. This research provides the basis for a common vocabulary.

Table Of Contents


  • Gartner's Digital Marketing Transit Map
  • A Digital Marketing Taxonomy
    • Digital Marketing Point Tools
    • Digital Marketing Platforms
    • Digital Marketing Suites
    • Digital Marketing Hubs

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.