The modern marketing dictionary: everyday MarTech tools and concepts

What is Marketing Technology and Martech?

Marketing technology, also known as MarTech, describes a set of software and tools that help you achieve your marketing goals. When a marketing team uses a group of marketing technologies, this is known as a marketing technology stack. MarTech has become a major player in digital marketing campaigns, but it can also be used to optimize marketing efforts across any marketing channel.

Difference between MarTech and AdTech

MarTech can sometimes be confused with Adtech. The difference between these programs is similar to the difference between marketing and advertising. While martech refers to technologies that help create, communicate and deliver offers, adtech is used exclusively to influence buyer behavior by promoting offers. For example, customer relationship management (CRM) software is martech, while social advertising platforms are adtech.

The Importance of Marketing Technology

Gartner predicted that CMOs would spend more on technology than CIOs. While this claim initially caused a large gap, the spending gap between these parties has significantly narrowed over the years. This is because technology is playing an increasingly important role in marketing, especially to aid efforts such as the allocation and allocation of marketing spend.

With Martech’s ever-changing landscape, marketers can be confused about their choice. For this reason, marketers need to be confident that they are investing in marketing technology solutions that will enable further growth for their organization.

Fundamentals of Marketing Technology

The best technology for marketers to invest in depends heavily on whom they’re marketing to. For example, does your organization sell products to other businesses (B2B) or consumers (B2C)? While your organization’s market has a significant impact on which martech is most effective, all marketers should consider implementing the following technologies:

Premium marketing software

As John Wanamaker (1838-1922), a famous American merchant, said: “Half the money I spend on advertising is wasted; the problem is, I don’t know which half. “More than a century later, this dilemma has not been resolved for many companies. Outdated attribution models or failure to account for offline and online successes mean that companies miss opportunities. By working with the right marketing allocation software, you can solve this problem.

Email advertising

In his book Perennial Seller, Ryan Holiday discusses the importance of email and cultivating those relationships directly with customers. Since emails don’t rely on algorithm changes or trends, this is one of the best platforms to reach an audience. Consider this: In a recent survey, more than 50% of respondents in the US admitted to checking their email more than 10 times a day. Email is an effective way for brands to reach customers.

Content management system

This technology can improve your website and blog. As 88% of consumer’s research products online before purchasing, investing in a quality website is essential. Your website is the backbone of the rest of your digital strategy as marketing and advertising clients will drive consumers to it.

Customer experience software

This part of the marketing technology stack should focus on improving customer interaction with your brand, whether it’s testing which message is most effective or customizing your experience. This includes the software involved in A/B testing.

Customer Relationship Management Software

It’s more common in B2B companies that focus on lead generation, but these platforms can help your company manage leads. CRMs can determine where the leads are in the funnel and assess opportunities