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Gartner for Marketing Leaders

Digital Marketing Transit Map

Find your digital direction—master the technology landscape and chart a course for success.


Taming the Digital Landscape

The digital landscape covers a wide, complex territory. To plan and manage technology effectively, digital marketers need to understand the inherent relationships between diverse operational areas, applications, technologies and vendors.

The Gartner Digital Marketing Transit Map shows the relationships among business functions, application services and solution providers. Use it to create a digital marketing solutions strategy, improve operations and plan initiatives.

Gartner Digital Marketing Transit Map

To view and compare tracks, click the track buttons to turn on and off. Roll over neighborhood and track names for detailed descriptions.

Using the Map

The Digital Marketing Transit Map is designed to identify the best sources for your needs and acquire systems that work well together. It will help you:

  • Identify the connections among business functions, application tracks and providers.
  • Find additional research or structure questions about strategy and best practices as well as providers, products, and selection criteria.
  • Mediate discussions between marketing and IT.

Interpreting the Map

Navigate the complexity of a fragmented and confusing digital marketing landscape. Elements of the map include:

  • Neighborhoods represent functional regions that can be thought of as practice areas within an organization.
  • Tracks connect these regions, and can be thought of as application services that share common objectives and information.
  • Stations represent interaction points that can be thought of as vendor and product categories that provide platforms and point solutions.
  • Intersections represent transfer points where solutions may serve more than one business area.