The Mar-Tech Stack
Marketing technology (or MarTech) is the blending of marketing and technology to achieve marketing goals and objectives. The MarTech stack is the collection of technologies employed by marketers as tools to streamline and automate the marketing process throughout the customer lifecycle. That is, how marketing teams do their work particularly in the digital marketing area and also for the optimisation of offline marketing channels. To avoid the old ‘siloed’ approach, an organisations mar-tech stack is integrated so that data and communciations can flow between each point. Each marketing department will have different needs based on the nature of their products and services, their customers, their competitors, and the broader business strategy.
The collection of technologies making up a MarTech stack helps to manage customer relationships, advertising and promotion, content, social media, research, ecommerce and much more. Today’s marketers need to understand how these tools serve the strategic objectives of their organisation in order to maximise efficiencies and understand the return of investment on their activities.
For martech to add value to an organisation, marketers must understand how to use these tools effectively to uncover opportunities for improvement. The technological needs of marketing teams should be considered carefully to best serve the needs of the organisation and it’s customers first. The Mar-tech sector has significantly grown since it was first identified as a standalone industry in 2011. At this time, the number of major vendors of marketing technologies was approximately 150; whereas in 2021 this has grown to almost 7000.
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