What is ‘MarTech’ Marketing?
Marketing technology, also known as marketing software, entails both the software and technology used to supplement digital marketing campaigns and reach marketing objectives. Commonly referred to as MarTech, this software is essential to executing digital marketing campaigns in an efficient manner.
Technology has been implemented within marketing efforts for years, yet there has been a contemporary spike in the usage of such software. The number of MarTech solutions have dramatically increased over the past decade, from only 150 solutions in 2011 to 9,932 in 2022.
Having your business’ marketing team familiarize themselves with MarTech will not only optimize your campaigns but can help with automating digital omnichannel marketing, ensuring a cohesive consumer experience across various channels and platforms. With the global marketing automation market size projected to reach 25.1 billion USD in 2023, MarTech applications are the future of marketing in multi-touchpoint environments.
What is a MarTech Stack?
Omnichannel marketing is simplified through the creation of a MarTech stack - a group of marketing technologies and tools that allow for executing your brand’s outreach and awareness work. The automation of digital tasks offered by MarTech stacks prioritize efficient spending, saving your company from spending money on redundant tools. These technologies also quickly extract actionable insights from large data sets. Martech stacks most beneficial to your brand’s unique marketing goals can vary depending on the different aspects and customer profiles of your individual company. Creating a personalized MarTech stack will allow your brand to strategically deploy specific marketing technologies as to remain focused on brand objectives.
Martech Marketing Applications
A few basic marketing software and tools your brand should consider when building your MarTech stack include customer relationship management software (CSR), customer data platforms (CDP), email marketing, and social media.
1. Customer Relationship Management Software (CRM)
Customer relationship management software manages, automates, and tracks customer relationships, including leads and clients, across a multitude of channels. CRM tools streamline tasks manually performed by customer-facing teams. This software collects masses of dynamic customer data efficiently, with the main purpose of customer retention, experience, and satisfaction.
2. Content Management Systems (CMS)
Content management systems handle tedious back-end, website infrastructure tasks, allowing your company to devote more time to front-end tasks. As the name suggests, CMS offers your business easy content management alongside website building.
3. Email Marketing
Email marketing is a digital strategy that automates email distribution, increasing customer engagement, thus subsequently, revenue generation. Such platforms will strengthen your marketing campaigns by sending emails, ranging from promotional to informational, to a customized list of leads and customers.
With 70% of marketers incorporating email marketing within their MarTech stacks, this tool cultivates pre-existent or new customer relationships, drives traffic, and ultimately grows your business - all at a reasonable cost.
4. Social Media
Social media has become a rapidly growing marketing channel, and social media management software can automate content creation and scheduling, and even tracks customer engagement. This software has the potential to create a powerful online presence for your business and is a key component of customer engagement.
Implementing MarTech Marketing in Your Campaign
Strengthening your marketing campaign to appeal to a constantly evolving customer landscape requires powerful technological tools and capabilities.