3 different futures for marketing technology

My post from last week — is marketing technology consolidating or diversifying — resonated with the folks at HubSpot, and they invited me to contribute a few thoughts on that subject to their blog.

The result: Will Marketing Technology Look Like iOS Someday?

As illustrated in the graphic above, we consider three possible futures for marketing technology:

1. Diversified with no real center of gravity (kind of what we have today), on the left.
2. Consolidated into a handful of all-in-one marketing suites, in the upper right.
3. A few consolidated platforms with highly diversified ecosystems of specialized apps, in the lower right.

I call the second one the “ERP vision” of marketing technology consolidation, while the third is the “iOS vision” as an alternative. Here’s an excerpt from my the post on the HubSpot blog:

Can we have the best of both worlds, consolidation and diversification?

Continues @ http://www.chiefmartec.com

Related articles

• Marketers are less statistical than, um, statisticians
• Rise of the New Chief Marketing Technology Officer
• Integration – The Next Major Challenge for Enterprise Marketers
• Building the Business Case for Marketing Technology
• Bridging the gap between CMOs and CIOs