Scott Brinker

Al Ries and Jack Trout, who essentially invented the concept of “positioning” in marketing, wrote a terrific book in 1993 called The 22 Immutable Laws of Marketing. It’s a fantastic read, and even though it’s more than two decades old, I believe it’s as relevant today as ever. To discuss marketing technology consolidation, I’d like to call out six of their “immutable” laws related to positioning: #1 The Law of Leadership: It is better to …

The race for the #1 and #2 marketing technology brands Continue Reading »

This is the first of several articles leading up to my predictions for marketing technology in 2016. Because martech is a relatively complex space, I thought it would be helpful — at least for my own thinking — to break out a couple of foundational ideas, which we can then build upon. Let’s start with the illustration above, the 5 stages of maturity in marketing technology categories. While this certainly echoes Everett Roger’s famous diffusion …

5 stages of maturity in marketing technology categories Continue Reading »

The following is a guest post by the CEO of Sweetspot Intelligence, Sergio Maldonado. I had the pleasure of meeting Sergio at MarTech Europe last month where he shared a sketch of the above “marketing data technology” landscape with me. I found it very interesting and invited him to share his perspective with readers here. Scott Brinker’s Marketing Technology Landscape Supergraphic has become a global reference for marketing executives, marketing technologists, digital strategists, IT executives, …

Marketing data technology: making sense of the puzzle Continue Reading »

As an enthusiastic proponent of interactive content — and, admittedly, I am biased — I was fascinated to see Twitter release an interactive content feature into its service last month. You can now add a 2-answer poll to any tweet of yours, and for the next 24 hours, people can place their votes. Okay, given its tiny footprint, perhaps we should call this interactive micro-content? This is a terrific example of what I would call …

Twitter jumps into interactive micro-content with new poll mechanism Continue Reading »

My friends, the above is an infographic of 547 human resource (HR) software products across 17 categories. It was created by the smart folks at Capterra, and you can click here to view a larger version on their site. So why am I posting it here? Two reasons. First, the overlap between marketing and HR is more important than ever — marketing, like software development, is a profession of acquiring, empowering, and inspiring talent. So …

Marketing isn’t alone — HR software landscape with 547 products Continue Reading »