MarTech – Marketing Smarter

MarTech is a combination of marketing and technology. Virtually everyone involved in digital marketing as a marketer or a consumer is dealing with MarTech, since digital itself is by nature technologically based. MarTech talks about achieving marketing goals and objectives using tools and efforts that harness technology. Marketing technology tools are collectively known as MarTech. Using MarTech tools a marketer can automate, collect and analyse data, and can effectively reach and engage with target audience.

MarTech has made marketing quite cost efficient as it helps work on real-time decision-making process. Previously, marketers used to wait for months and hope for the best results from any campaigns. Sometimes the insights from such campaigns were received very late and thus time value of money was lost.

Why care about MarTech?

MarTech helps is countless achievements in marketing. Following are some reasons why MarTech should be taken seriously:

·     Performs more tasks and faster

It saves time by performing repetitive and time-consuming tasks such as data mining, converting file formats and finding assets.

·     Internal communication

Team members can connect effectively with each other and can track co-member’s progress and project status.

·     Content optimization

Careful insight can be drawn from consumers behavior and personalized content can be offered which will in turn increase engagement.

·     Strengthen relationships

Helps in making customer marketer relationship strong. With help of technology past consumer behavior can be used to take future steps correctly.

Where to experience MarTech?

·     Web Analytics

This refers to collections and analysis of data collected through web, and understanding and optimization of web usage. Web Analytics can include traditional platforms like Piwik PRO.

·     Social-Media-Management

This includes social-media-management platforms like Hootsuite, Sprout Social or Buffer; influencer management tools like TapFusion and Webfluential; and social-media-listening tools such as Reputology and Hootsuite Insights. This category can also include visitor feedback/live-chat software.

·     SEO and Content-Optimization Tools

While SEM would involve buying ads on SERPs and would normally fall under the AdTech category, various SEO and content-optimization tools are definitely MarTech.

·     CRM

Customer-relationship management (CRM) is an approach to managing a company’s interaction with current and potential customers.

·     Personalization

Personalization, also known as customization, involves tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals.

·     Marketing Automation

Marketing automation is the umbrella term including a range of different MarTech platforms (like the ones listed above).

How MarTech answers your questions as a Marketer?

·     How did the customer find you? Media placement, organic search? Is your company using programmatic placement, search engine tools? These would fall in your MarTech Stack.

·     What was their first direct interaction with your brand? Website visit, phone call, social media engagement? All of these can be tracked using tools to help see what drives customers to engage and what method they prefer.

·     How do you help customers convert? Re-marketing media buys, marketing automation, cart abandonment strategies. All of these use tools that need to integrate with your website or other sales platforms to create messaging specific to where the customer is in their journey.

·     How do you help increase your conversions? Are you running conversion rate optimization campaigns, up-selling, showing related items? The logic and tools behind these would fall in your MarTech stack.

·     How do you build loyalty from customers? What messaging can be automated through drip campaigns, scheduled social media posts, loyalty emails, etc.

·     How do you add personalization to your messaging? Does your website or media placement use dynamic content or incorporate customer data?

·     How do you look to see what is working? What reporting tools do you use - dashboards, attribution models, business intelligence? How do you incorporate all the platforms listed above? MarTech works to get the data talking to allow you to make more educated business decisions.

Understanding MarTech opens up many more future ideas and can solve marketing problems in a way never thought of.