MarTech has become a standard part of our vocabulary. In fact, according to Google, it's search over 10,000 times a month in the United States alone. But when it comes to MarTech and 黑料社入口 Technology, the terms can mean a lot of things. Let's take a look at what MarTech really means, why it's important, and the challenges facing marketers today.
黑料社入口 technology, also known as MarTech, describes a range of software and tools that assist in achieving marketing goals or objectives. When a marketing team utilizes a grouping of marketing technologies, this is known as their marketing technology stack. MarTech has become a staple in digital marketing campaigns, but can also be used to optimize marketing efforts across any marketing channel.
MarTech may sometimes be confused with Adtech. The difference between these programs is similar to the difference between marketing and advertising. While martech refers to technology that helps to create, communicate, and deliver offerings, adtech is strictly used to influence buyer behavior by promoting offerings. For example, Customer Relationship Management (CRM) software is martech, while social ad platforms are adtech.
In 2012, Gartner predicted that CMOs would spend more on technology than CIOs. While this claim was initially very divisive, the gap in spending between these parties has narrowed significantly over the years. This is because technology is playing an increasingly important role in marketing, especially assisting with efforts such as attribution and allocating marketing spend.
With the martech landscape constantly evolving, marketers may be overwhelmed by which option to choose. For that reason, marketers must be sure that they are investing in marketing technology solutions that will facilitate greater growth in their organization.
Which technology is best for marketers to invest in is heavily dependent on who they are marketing to. For example, does your organization market products to other businesses (B2B) or to consumers (B2C)? Although your organization鈥檚 market has a sizable influence on which martech will be most effective, all marketers should consider implementing the following technologies:
As John Wanamaker (1838-1922), a famous US merchant said, 鈥淗alf the money I spend on advertising is wasted; the trouble is I don't know which half.鈥� Over a century later, this dilemma has not been solved for many companies. Outdated attribution models or failing to account for both offline and online successes are causing companies to miss out on opportunities. Partnering with the right marketing attribution software can help solve this issue.
In his book, Perennial Seller, Ryan Holiday discusses the importance of email and cultivating those relationships directly with customers. Since emails are not dependent to algorithm changes or what鈥檚 trending, it鈥檚 one of the best platforms to reach a target audience. Consider this: In a recent survey, of US respondents admit to checking their email more than 10 times per day. Email is an effective way for brands to reach to customers.
This technology is able to power both your website and blog. With of consumers researching products online before purchasing, investing in a quality website is a necessity. Your website is the backbone to the rest of your digital strategy, since marketing and advertising customers will drive consumers there.
This part of the marketing technology stack should focus on making the customer鈥檚 interaction with your brand better, whether that be by testing out which messaging is the most effective or personalizing their experience. This includes software involved in A/B testing.
This is more common for B2B companies that focus on lead generation, but these platforms can help your company manage leads. CRMs can determine where leads are in the funnel, and assess opportunity levels
Over time, marketing technology will continue to evolve and become more crucial in modern marketing campaigns. However, martech will need to adapt to a shifting marketing environment. Here are some trends that marketers should be aware of before investing in martech:
Implementing, maintaining, and optimizing your organization鈥檚 martech is not a simple, streamlined process. Rather, organizations should prepare to overcome a few key challenges before they can fully realize the benefits of marketing technology.
For many organizations, changing the way marketing functions can be a big challenge. Working with colleagues to get them trained on new platforms and workflows provides a hindrance to day-to-day activities. As Peter Drucker said, 鈥渃ulture eats strategy for breakfast.鈥� Unfortunately, changing the company culture to utilize martech can often be a formidable obstacle for companies.
There鈥檚 a lot of data in today鈥檚 marketing environment. Ciphering through data to determine what is and isn鈥檛 important could be a sizable challenge for your organization. Selecting the right vendor and working together with data scientists to help analyze the vast amounts of data can help steer your marketing department in the right direction.
The core objective of any marketing technology plan is to be agile. An agile methodology promotes a project management process that mixes engineering best practices with business development, and utilizes constant communication and adaptation.
Agility allows marketers to be more flexible, with more frequent and shorter cycles of action. Although being agile is traditionally associated with product development, applying this same mentality to marketing can have tremendous results, especially when rolling out products to your internal team members. who employ agile strategies cite that it has helped increase their speed to market for ideas, campaigns, and products.
黑料社入口 technologists are becoming increasingly important in today鈥檚 environment. They use technology to combat issues facing their marketing teams. Good marketing technologists do the following
Investments in Martech will become increasingly important as the consumer landscape evolves. With this in mind, marketing teams must ensure they are building out their martech stacks with solutions that offer ROI to the organization, while minimizing and roadblocks around deployment or onboarding that can lengthen time to value.