{"id":7479,"date":"2024-05-07T16:04:34","date_gmt":"2024-05-07T16:04:34","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/martechs-long-tail-countless-tiny-atoms\/"},"modified":"2024-05-07T16:04:34","modified_gmt":"2024-05-07T16:04:34","slug":"martechs-long-tail-countless-tiny-atoms","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/martechs-long-tail-countless-tiny-atoms\/","title":{"rendered":"Martech’s long tail: Countless tiny atoms"},"content":{"rendered":"


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\u201cNothing exists except atoms and empty space.\u201d So said Democritus, but he wasn\u2019t talking about the marketing technology landscape. Adobe, HubSpot, Oracle, Salesforce \u2014 these aren\u2019t atoms; nor are they empty spaces. They are obvious examples of suites one might find at the center of martech stacks.<\/p>\n

What surrounds them might be atoms; often tiny atoms; often a lot of them.<\/p>\n

As Frans Riemersma points out in his piece today<\/a> (it\u2019s Martech Day!), the long tail of martech seems to be here to stay.<\/p>\n

<\/p>\n

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In the past seven years, the contribution of small long-tail tools hovered around 50%. That consistent number suggests that small tools play a role in company stacks that cannot be ignored or dismissed. Even though large vendors buy smaller ones, the tail is consistently long.<\/p>\n<\/blockquote>\n

His comments, of course, herald the release of the latest Martech Landscape<\/a>, which puts the number of current martech \u201ctools\u201d at 14,106. Last year? 11,308<\/a>. Yes, that\u2019s around 3,000 new entrants \u2014 and far from consolidating, fewer than 300 tools needed to be struck from the landscape this year, around 2%. \u201cWe\u2019ve rarely seen such little churn,\u201d said Scott Brinker in the Martech Day keynote.<\/p>\n

Martech atomization<\/h2>\n

\u201cMartech atomization refers to the role many small specialist tools play in stacks,\u201d writes Riemersma. That\u2019s the point I\u2019d like to emphasize. What the long tail really consists of, by and large, is not substantial technology offerings but what used to be called \u201cpoint solutions\u201d \u2014 bits of software that do one thing and perhaps do it very well.<\/p>\n

Strictly speaking, of course, each new solution might indeed represent a new vendor; someone, after all, is presumably selling it. But let\u2019s avoid the illusion that these vendors are \u2014 again, by and large \u2014 fully staffed companies with offices and distribution centers. If I put a bit of software in the cloud and charge people a subscription to use it, suddenly I\u2019m a tech vendor.<\/p>\n

All I\u2019m saying is that the staggering 9,295% growth in the martech space over 13 years can largely be explained by how easy it became to launch a \u201cspecialist app.\u201d There is indeed something special about being a SaaS vendor. Imagine 9,295% growth over 13 years in\u2026the hospitality sector or manufacturing or retail or the airline industry. You can\u2019t.<\/p>\n

AI is kind of everywhere<\/h2>\n

A closer look at the 3,000-ish new tools underlines that point. No fewer than 77% are genAI-based and more than half of those relate to content creation. I am going to stick my neck out and say that we are not seeing thousands of newly developed, independent large language models here. What we are seeing is a lot of specialist apps incorporating ChatGPT or something similar into their solution and presenting it as geared to a specific, narrow purpose.<\/p>\n

In his Martech Day keynote, Riemersma confirmed that many of these are Chat GPT-based, the popular LLM being \u201cencapsulate(d) into an offering.\u201d<\/p>\n

Indeed, our weekly roundup<\/a> of new AI-powered martech releases shows, again and again, vendors adding genAI to their existing technology, often giving it a cool new name. Let me emphasize: There is nothing wrong with this. GenAI may well add enormous value to a solution and nobody can be blamed for taking their share of the massive investment in genAI that\u2019s out there.<\/p>\n

Just let\u2019s not imagine that we are witnessing the appearance of countless, newly created, AI-powered martech tools. \u201cWe\u2019ll see where it\u2019s going,\u201d said Riemersma in his keynote. \u201cThis is a very volatile area.\u201d<\/p>\n

Dig deeper: Do CMOs really understand how their teams use martech?<\/a><\/em><\/strong><\/p>\n

<\/p>\n

<\/p>\n\n<\/div>\n


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Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"

\u201cNothing exists except atoms and empty space.\u201d So said Democritus, but he wasn\u2019t talking about the marketing technology landscape. Adobe, HubSpot, Oracle, Salesforce \u2014 these aren\u2019t atoms; nor are they empty spaces. They are obvious examples of suites one might find at the center of martech stacks. What surrounds them might be atoms; often tiny […]<\/p>","protected":false},"author":3,"featured_media":7480,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"\nMartech's long tail: Countless tiny atoms - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/martechs-long-tail-countless-tiny-atoms\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Martech's long tail: Countless tiny atoms - OK Design\" \/>\n<meta property=\"og:description\" content=\"\u201cNothing exists except atoms and empty space.\u201d So said Democritus, but he wasn\u2019t talking about the marketing technology landscape. 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