You can define the term “market leader” in a number of ways — company size, sales, profits, stock price and more. Another important one is “brand recognition,” and that’s what we set out to measure in our Marketing Land 2014 Marketing Technology Survey.
You may recall that we already reported on unaided brand recognition, where we asked Marketing Land readers to identify — without any names to choose from — the marketing technology brands they think of first. (Google, Moz & Hubspot were the most recognized.)
In that same survey, we also changed up the questioning and asked our readers to tell us which marketing technology providers they recognized from a list of companies in several different categories — in other words, we aided them with a list of companies to choose from.
Winners: The Most Recognizable Marketing Tech Brands
Here’s a snapshot of the winners across each of the eight categories in our survey:
Google was the big winner. Its marketing products were voted most recognizable in three categories:
- Enterprise-Level Analytics Software: Google Analytics
- Paid Media: Google/DoubleClick Search
- Location-Based Marketing: Google Places
Moz and HubSpot, two of the top companies in our unaided survey question, obviously fared equally well in this aided portion of the survey — they were voted most recognizable in SEO and Marketing Automation software, respectively.
MailChimp was voted the most recognizable Email Marketing software company, beating out Constant Contact in second place and Salesforce.com/Exact Target in third.
And in the Social Media Management category, Hootsuite crushed all comers handily with more than 50 percent brand recognition. Salesforce.com/Buddy Media and Google/Wildfire were a very distant second and third place, respectively.
There was no clear winner in the Social Media Infrastructure category; more than 50 percent of respondents said “none of the above” when presented with a list of companies in that vertical. It speaks to what we reported yesterday about that category being one of the least-adopted marketing technologies among both small and big companies.
In each category, the question was worded in the form of Which is the first company that comes to mind when you think of enterprise-level [CATEGORY]? More than 600 Marketing Land readers responded to the survey, which was open between November 20 and December 20, 2013.
Full Survey Results Available
Interested in the breakdowns for all eight categories? We’ve made the survey results for all brands available as a free download here.