Forrester

Why Read This Report

Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in four major marketing technology categories: marketing management, brand management, relationship marketing, and interactive marketing. What's changed? Generally, we still identify the same four categories, but we now find that mergers and acquisitions (M&A) activity is reshaping the makeup of each. We also find that vendors are struggling to keep up with the pace of change. The evolution of interactive tools — especially web interaction optimization, social listening, and distributed marketing — fragment the marketplace, presenting marketers with a wide array of technology investment options.