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Marketing Technology (MarTech) - This integration is evidence of the technology advancement that business can benefit in promoting their products and services in the digital age. 
There were signs of Marketing Technology in the late 1990s when the Internet era emerged, as customers started looking online to learn more about the companies. However, only when technologies progressive getting much stronger recent years, such as the advancement of cloud storage, businesses are able to store a large amount of customers data, marketing and technology integration concept (MarTech) become more apparent. 
Below are the examples of MarTech categories for references
Content Marketing tools can comprise a range of software managing contents, to live up to what marketers are always told: “Content is the King”. For example, marketers can use Search Engine Optimization (SEO) tools such as Moz, Ubersuggest, Yoast SEO to identify keywords, hence create the relevant and exclusive contents to reach target segmentation. 
Website and Landing Page Management: catchy and easy-to-use website may need help from building-website templates such as Wix, Unbouce. This saves time from the complicated process of coding and building a landing website from the ground. 
CRM, Salesforce can be used to find the interrelation between marketing and sales, hence to analyse the ROI for better marketing strategies. 
Analytics: Google Analytics, SimilarWeb, Kissmetrics can be some useful tools to track and collect data of websites, emails, traffic, referrals and site performance as the whole. 
Social Media Management tools have similar concepts to website analytics management, but it emphasizes more strongly on social media. Socialabakers, Hootsuite can be popular options.
Apparently, MarTech tools are not limited in the above illustrations. A range of similar tools are now developed and on the market, and that businesses can choose any tools to create a “MarTech Stack” to create an integrated series of tools allowing marketers to build customer relationships across various touch-points. In short, MarTech stack can track the success of marketing activities: collecting customer data; creating customer personas; enhancing communication, distributing contents; identifying leads; monitoring services and feedbacks; tracking success. 
However, unless businesses know how to take advantages of tools properly, challenges remain.
Firstly, the extensive tool options can lead to confusion and complication of choices. These can be due to offered functions are overlapped or similar among those tools.
Secondly, the lack of quality data can be difficult to manage marketing channels consistently. In fact, 83% of marketers found it very difficult in engaging analytics activities due to the outdated and old data. Hence, companies must have a robust data acquisition strategy.
Thirdly, the lack of technical marketing talent is another disadvantage. Mature digital marketing departments know how to use digital talents that enable the organisation to keep up with the trend. Therefore, investing in technology regular training for marketers, encouraging employees to engage in technology are necessary, as keeping up with the trend show that you care about the market and your customers, creating great opportunities for the business to thrive. 
It should also bear in mind that keeping up too fast may not be always positive because customers are not welcomed with too disruptive technology. It may not because of the technology itself that dissatisfy customers, but it is the disruption. This can be explained that because customers are fond of getting used to the gradually advanced upgrades rather than a completely strange and unfamiliar change. On the other hand, being too slow make the companies laggards to the technologies adoption and their customers. 
In conclusion, it is worth noting to take away some tips for MarTech users. To build an efficient MarTech stack, three features following should be included when considering marketing tools, management monitor and analytics software:
  • Integration: choose a series of tools that work well together, not a list of tools that you are used to it. In this case, the business should selectively choose software that works best together depending on the business’s goal. For example, marketers do not need to all functions of website management when their core business activities lay on social media, whose activities should be more accurate when being supervised by social media management software.
  • A reliable source of data: To maintain data integrity, it is necessary for companies to have a robust data acquisition strategy, such as connecting multiple systems through webhooks and APIs. Utilising appropriate technologies can turn unstructured data (data swamp) into structured data (data lake).
  • Real-time information: Make sure your MarTech able to access real-time client enquiries and response. This enhances the company’s communication channels. Being able to reach customers anywhere at any time can strengthen customers experiences, increasing chances in retaining individuals. 

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