Gartner Digital Marketing Transit Map

Click on the neighborhood, track names, and stations for detailed descriptions and useful links to sample vendors, products, and research.

Links will open a new tab. Digital Marketing constantly changes ‐ report broken links here. Last updated: 22 October 2017.


Transit-Map MM HUB MM HUB Smart Kiosks Smart Contracts Conversational Agents MM HUB Social Search MM HUB Management Consultants MM HUB MM HUB Social Commerce MM HUB Advanced Analytics MM HUB Social Commerce Social Search Smart Kiosks MM HUB MM HUB

Transit Map Acronym Key

  • CMO= Chief marketing officer
  • CSP = Communication service provider
  • DM = Digital marketing
  • DMP = Data management platform
  • DOOH = Digital out-of-home
  • IT = Information Technology
  • OTT = Over-the-top
  • PM = Program management
  • RT = Real-time
  • SEM = Search engine marketing
  • SEO = Search engine optimization
  • UX = User experience

Using the Map

The Digital Marketing Transit Map is designed to identify the best sources for your needs and acquire systems that work well together. It will help you:

  • Identify the connections among business functions, application tracks and providers.
  • Find additional research or structure questions about strategy and best practices as well as providers, products, and selection criteria.
  • Mediate discussions between marketing and IT.

To learn more, view our webinar, Making Sense of the Digital Marketing Landscape.

Interpreting the Map

Navigate the complexity of a fragmented and confusing digital marketing landscape. Elements of the map include:

  • Neighborhoods represent functional regions that can be thought of as practice areas within an organization.
  • Tracks connect regions and can be thought of as application services that share common objectives and information.
  • Stations represent interaction points that can be thought of as vendor and product categories that provide platforms and point solutions.
  • Intersections represent transfer points where solutions may serve more than one business area.