Nowadays, collecting consumer and user data is the basis for any marketing strategy. Knowing who they are, what they buy, where they live, and how they react to certain products is critical to realizing a business and promotional plan That it is effective and sustainable.
Currently, however, you are still in the embryonic stage of this collection as much of the information is about basic master data and purchase history. In fact, only a fraction of companies go further and dig deeper.
The only way to attack the market and develop a successful marketing project is to rely on the MarTech, which is nothing but the set of marketing operations performed with the help of technology.
This approach allows for better results in less time and automates all processes in the company. So let's try to understand how MarTech works, what benefits it brings to businesses and what tools it uses.
What does MarTech mean?
The expression MarTech comes from the combination of the words "marketing" and "technology" and refers to that whole set of software solutions used by marketers to achieve predefined business goals and drive the company toward innovation.
Thus, these are all those technological tools that are used to implement different marketing strategies. It is no coincidence that in recent years the rapid growth of digital touchpoints has increased the expectations of consumers, who are now increasingly demanding and multichannel in their purchasing journey.
On the other hand, marketers have an additional weapon to communicate in a consistent and personalized way with customers. From the advent of SMS to the first email marketing campaigns, the intersection of marketing activities and technology has been overwhelmingly established in a wide variety of industries, generating new opportunities, but also a difficulty to manage.
As a result of increasing digitization and the rise of e-commerce, corporate marketing departments have thus turned to MarTech as it guarantees the automation of internal processes and timely networking of various marketing operations.
What benefits does MarTech offer?
The benefits produced by MarTech mainly concern 3 areas of interest: Customers, business processes and employees.
To begin with, great customer-side benefits can be observed. In fact, through targeted use of consumer data, marketers can optimize enterprise-customer communication.
The use of personalized and ad hoc content can improve the customer's perception toward the brand, which will feel recognized as an individual. In addition, the use of specific and tailored communications produces A decrease in information overload, too often a disruptive and stressful element for users.
On the enterprise side, MarTech also offers some not inconsiderable benefits that are prompting companies to invest more and more frequently in these kinds of technologies.
Contextually with increased customer satisfaction, there is An increase in the effectiveness of operations, especially in terms of lowering churn rate and increasing ROI (Return on Investment), as well as better brand perception.
Thus by optimizing internal processes, companies are able to achieve cost containment in customer management and marketing campaigns.
To top it off, MarTech is able to produce a increased satisfaction in employees which can be relieved of some repetitive tasks in favor of other customer care and assistance activities.
In any case, all these benefits are achievable only if the introduction of new technologies corresponds to a radical business transformation involving the organization and business processes, that is, if the enterprise is willing to embrace an omnichall data-driven transformation.
MarTech software and platforms are mainly divided into the 6 different areas:
- Advertising and promotion: mobile marketing, social advertising, display advertising, content advertising, digital PR;
- User experience and content marketing: email marketing, video marketing, mobile app, SEO analysis, CMS, marketing automation;
- Social Media Management and PR: account based management, influencer, social media marketing, chat and community management, CRM, customer experience services;
- Trade and sales: channel marketing, retail, e-commerce marketing, e-commerce platforms, affiliate marketing;
- Data Management: data marketing, marketing analytics, cloud integration, data science, privacy management;
- Business management: talent management, product management, project management, budget management, supplier analysis, lean management.
What are the main MarTech tools?
The choice of individual technologies to be used in marketing essentially depends on the specific needs of each company, the economic sector in which it operates, and what goals it wishes to pursue.
That said, there are a great many MarTech tools today that can be of great help to businesses. Let's see which ones are the most important:
- Marketing Attribution Software: tools of this type allow you to track the prospect's journey, from first contact and through to conversion into a customer, assigning a value to each interaction. By doing so, campaigns can be optimized to maximize ROI;
- Content Management System: CMSs make it easy to develop, edit, organize and share content on sites and blogs. One of the best known is WordPress, but there are many others that can prove to be valuable allies in better managing one's digital strategy;
- Email marketing: Email is still one of the most reliable and effective marketing channels for communicating with customers. Email marketing platforms give the ability to send personalized newsletters and check customer lists;
- Customer Experience Software: customer experience is a key element that should not be underestimated when setting up a marketing campaign. Such software facilitates the monitoring and study of data concerning customer behavior on each channel, so as to make the buying experience more enjoyable for customers;
- Digital Analytics: data is an indispensable component for building effective and high-performing marketing campaigns. Digital analytics programs offer the opportunity to check statistics on website visitors through special insights that show useful information for defining targeted and customized strategies;
- Customer Relationship Management: so-called CRMs are software that a company uses to manage customer relationships and relationships. The purpose of these tools is to collect and store data regarding each customer, tracking the customer journey and interacting with consumers throughout the purchase journey.
These are just some of the MarTech components that businesses employ for their marketing strategies, to which other social media management tools and tools for SEM and SEO can also be added.
MarTech vs. AdTech
Over time, the concept of MarTech has partially overlapped with its equivalent in the advertising world, i.e., theAdTech, the set of platforms for optimizing multichannel ad management.
Among the most important technologies included in this category is the classic Search Engine Marketing which allows advertisers to win ad space for specific valuable keywords, to which are added the newer demand and supply-side platform, instrumental in acquiring other advertising media and areas programmatically (Programmatic Buying, Real Time Advertising and Display Marketing).
So if AdTech focuses on reaching consumers through paid channels using sophisticated data and advertising technology, MarTech on the other hand focuses on customer segments through either non-paid or owned channels using direct brand data.
In the years the boundary between MarTech and AdTech has become thinner, but more generally it can be said that MarTech acts as the basis and prerequisite for implementing AdTech tools and instruments.