Gartner Research

The Gartner Marketing Technology Vendor Guide

Published: 09 October 2019

ID: G00433832

Analyst(s): Benjamin Bloom , Lizzy Foo Kune , Colin Reid , Mike McGuire , Andrew Frank

Summary

Marketing leaders rely on marketing technology to enable business process and deliver results. This guide will help you understand the martech vendor ecosystem and identify martech solutions capable of enhancing your customer insights and improving marketing operations, performance and outcomes.

Table Of Contents

Analysis

  • The Marketing Technology Landscape
    • Key Trends
    • Vendor Lists
  • Content and Customer Experience
    • Content Marketing Platforms
    • Social Marketing Management Platforms
    • Influencer Marketing Solutions
    • Employee Advocacy Tools
    • A/B and Multivariate Testing Tools
    • Personalization Engines
    • Web Content Management
    • Customer Journey Analytics
    • Digital Asset Management Solutions
    • Customer Identity and Access Management Platforms
    • Consent and Preference Management Platforms
    • Voice of the Customer (VoC) Solutions
  • Advertising Technology
    • Ad Verification Services
    • Demand-Side Platforms
    • Dynamic Creative Optimization
    • Site or Search Retargeting
    • Social and Native Advertising Platforms
  • Direct Marketing and Marketing Management
    • Multichannel Marketing Hubs
    • Email Marketing Platforms
    • B2B Marketing Automation
    • Account-Based Marketing (ABM) Platforms
    • Mobile Marketing Platforms
    • SEM/SEO Tools
    • Distributed Marketing Platforms
    • Work and Project Management Platforms
    • Marketing Technology Integrators
  • Marketing Data and Analytics
    • Customer Data Platforms
    • Data Management Platforms
    • Mobile Marketing Analytics
    • Multitouch Attribution
    • Identity Resolution
    • Social Analytics Platforms
    • Marketing Dashboards
    • Tag Management Systems
    • Web Analytics
    • Advanced Analytics and Data Science Solutions

Gartner Recommended Reading

©2019 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.