MarTech stands for marketing and technology, the technical tools marketers need to carry out their campaigns. Technology makes marketing easier, as digital data always bring in the desired results. Content, video, and design tools are driving any professional experience, and automation is making the difference when it comes to how the business marketing efforts are evolving. Marketers are using technology to remain connected with the audiences that suit their business or find more leads in the B2B segment.
MarTech has a mission like no other, trying to present things from the marketer’s perspective, which is not only practical but also innovative, brand-safe, time- and resource-constrained, as well as driven by results. The main purpose of MarTech is to reveal the challenges faced by marketers. To put it more simply, MarTech represents marketing and nothing else.
Why Is MarTech So Popular with Today’s Businesses?
Competition is one of the main reasons why more and more businesses today are investing in MarTech. As the MarTech tools are being adopted by many companies, competitors feel as if they remain behind. In other words, businesses across the online world have started to adopt and implement the MarTeck platforms more often, especially when needing data analysis and automation for the campaigns they are running.
It’s easier to use the MarTech platforms than to hire a marketing team because the important information that MarTech needs remains confidential. Many businesses today hold a lot of data, and this brings about all sorts of challenges. On the other hand, it also offers opportunities, especially when businesses are using the digital services of MarTech.
When it comes to the challenges faced by a business, these involve asserting the efforts to keep customer data safe so that any catastrophe is avoided and the customer doesn’t fall victim to cyberattacks. And when it comes to opportunities, holding more data means knowing more about prospects. Businesses that have been using MarTech have more chances to analyze, aggregate, and after put vast amounts of data to use. When you can understand what your customers and prospects want, you can make better use of your campaigns, and this translates into converted leads.
How does the 2021 MarTech Situation Look in Comparison with 2020?
In 2021, investments in MarTech had met some drastic changes, especially when it comes to the emerging initiatives that have been helping more modern marketing projects evolve. For example, the 2021 Portage Insights Report that assessed how the investment behavior changed in a year has a lot to say about this. According to this report, investments in MarTech have increased by as much as 150% since the COVID-19 pandemic started. This reflects how digital marketing has had an impact on businesses across the world.
Why Data-Driven Marketing Matters?
Marketers are using data because they need to understand customer behavior so that they can predict it. And the MarTech tools can pinpoint customers’ preferences with high accuracy. With results from MarTech, companies can offer their customers exactly what’s needed. The MarTech tools include traditional and accurate metrics like median income. Besides, MarTech can also help with discovering, at granular levels, the niches that have been overlooked. Marketing that’s driven by data offers companies an outlook on how their customers behave. This results in tailoring marketing strategies for each customer category.
What does a MarTech Stack Feature?
Now let’s dig deeper into what the MarTech stack features imply. There are many common solutions for SMBs today. Let’s have a look at a few of them.
CMS or Content Marketing System
Most businesses use a CMS so that they can manage the pages of their websites, no matter if they are running a blog or a more serious site. Most CMSs are quite easy to use. This means that people who use them don’t need HTML or coding skills. When content marketing grows to be more important for a business strategy, it becomes more and more necessary to invest in a CMS that can operate and manage the marketing strategies.
Email Marketing
Even if many of the other digital marketing strategies are important, email marketing remains to be a central and crucial aspect of stacks. Email automation and data analysis are the most efficient combo in the current marketing surroundings, as they allow businesses to send out a campaign targeting more prospects automatically. This improves conversion and helps increase retention rates. And while many marketers rely on procuring their prospects’ emails from subscriptions to their site, one should forget a faster way — using email finder API to grow a marketing database.
AdTech
AdTech solutions allow any advertiser to send out targeted ads and measure the success of any campaign by tracking clicks and engagement. The information obtained from tracking is then used to establish any future campaign’s direction.
Social Media
Any modern business uses social media. Social networking platforms are not only useful when it comes to content strategy; they also provide precious info to prospects and customers. Social media MarTech solutions offer businesses a chance to study what social media platforms give them the most insight into how a business has influenced its target audience. Social media is also used for advertising, as you can always pay for Google, Facebook, or LinkedIn ads.
SEO Tools
MarTech SEO tools are essential when it comes to ranking the content a business has created on the most important search engines. Besides, many people rely on the Internet when it comes to shopping, so SEO has become an increasingly more important tool.
CRM
Customer Relationship Manager is used to align marketing strategy and sales. Using a CRM will allow your marketing and sales representatives to gain access to sensitive data on customers so that the lead funnel is fed. This info is usually given to stakeholders through a dashboard. Here, any concerned parties can get up-to-date info about your business, outstanding orders, and even the customer service problems you had. They can even study your activity on social media and how you differentiate yourself from competitors.
Conclusion
Marketing initiatives have grown to depend on digital strategies, and this trend is going nowhere. Given that any business is unique coming up with a one-fit-all approach is counter-productive. This is exactly where MarTech comes in because it can tend to the specific digital marketing objectives of any business.
