After I wrote about the revised 2022 MarTech Landscape, Frans Riemersma, who helped Scott Brinker update the MarTech Landscape, shared an analysis of supply and demand among various MarTech categories.  The light shading represents the “demand” side of MarTech, as captured in the frequency by which apps appear in 718 tech stacks.  The dark shading represents the “supply” side of MarTech in a particular category, as represented in the MarTech Landscape.

According to their analysis, MarTech “Monopolies” exist where there is significantly more demand than supply (technically, they are oligopolies).  Segments marked by many buyers and few suppliers include Social & Search Advertising, ABM, and Mobile & Web analytics.

Conversely, MarTech competition exists in segments with more vendors than demand.  Competitive segments include Mobile Marketing, Live Chats & Chatbots, and eCommerce Platforms & Carts.

Riemersma identified niches as segments with a low number of suppliers and limited demand.  Niche segments include Native/Content advertising, Video Marketing, Marketing Analytics, and Performance & Attribution.

My original article about the MarTech Landscape.