Uncomplicating Digital Marketing Technology Terms
Natalya Andreichuk is the general manager of Viseven . He is a leading preacher of digital transformation in the pharmaceutical and life sciences industries.
Do you remember the famous teapot books from years ago? Were they incredible works of literature? Of course not, but they tried to make learning about this topic easier, to help readers solve the problem without much effort and understand what they did not know before picking up the book.
As someone who has been in the marketing technology industry for over a decade, I've encountered my fair share of people who try to use terms without understanding what they mean. Learning an ever-changing language can be a daunting task, but it's important to stay up to date on the latest trends and buzzwords in your field.
So let's talk about some terms We use marketing technology, what it means and most importantly, how not to complicate things for customers.
What is Martec?
Marketing Technology, also known as Martech, is a term used to describe specialized software to solve digital marketing challenges. In other words, when we talk about martech, we can assume that some highly specialized solutions are developed for a certain area, but all the software solutions used in marketing will be in the marketing technology package. However, which solutions marketers use to get the best results in their environment is another matter altogether.
Why do you care about the difference between Martech and Adtech?
Understanding the difference between martech and adtech (ad tech) is important because the two fields are closely related. Information: Martech software helps marketers create and manage assets, communicate and deliver offers via email or apps to influence customer behavior. Instead, ad technology is primarily designed to help advertisers participate in local and global digital advertising campaigns. Think of digital billboards, advertising exchanges, networks, services, and supply and demand platforms as classic advertising technology solutions that are very different from marketing methods.
So why do we need Martech solutions?
It has been a long time since this term has been used. Almost every marketing team these days uses some type of software to help with large-scale email campaigns or content management. Regardless of the team Call it martech stack or not, but we cannot deny that marketing relies heavily on solutions that cannot be removed from the production chain without causing system failure. Viewing your tools as a single stack and creating a clear picture for their development is a major task for marketing leaders.
one A key challenge for martech vendors is ensuring their software works well with third-party solutions in one package. That's why we're seeing more and more leading martech solution providers looking to expand collaboration between brands to ensure interoperability and flexibility in their products. Another benefit technology vendors gain from such partnerships is the ability to sell their solutions through partner channels, connecting directly to the companies that need them. Depending on who you're trying to connect with, military decisions and your overall stack can vary greatly. Target B2B and B2C stacks may contain different software for different businesses. For example, B2C companies can invest more in lead management, email automation, and data analytics. Meanwhile, B2B businesses can focus more on search engine optimization, content marketing, and social media marketing tools.
What are the most used Martech solutions?
Electronic marketing tools
E-marketing is still considered one of the most important elements of customer communication, so it would be fair to separate this genre into a separate category. Advanced email solutions help marketers increase customer engagement, brand awareness and automate some processes. These solutions enable users to create stunning and feature-rich AMP emails.
Content Management Systems
It goes without saying that choosing a content management system can have a big impact on a company's overall business process. With the number and complexity of digital assets in use every day, marketers are often faced with the need for more sophisticated solutions to help them navigate complex environments. Nowadays, the content management systems market is for niche and industry systems Evolve as businesses adapt to ever-increasing competition.
customer experience program
This type of martech solution is primarily designed to provide a better customer experience and bring everything together Perhaps relevant customer journey information to help understand customer behavior. This software helps you target customers at the right time and through the most appropriate channel.
Customer relationship management software
CRM software is a collaborative environment designed to provide the most user-friendly and intuitive tools for communication and coordination within a single system. Marketers, sales teams, content managers, etc. make sure it contains all the tools needed for well-coordinated cooperation between
SEO, analytics and automation
There are many specialized tools that help marketers make choices Tune semantics and keywords, extract insights into customer behavior, even make actionable predictions, and automate many processes. Regardless of the application, this collection is probably a must-have for any marketing department.
The future of Martech
Today, technological solutions are often underestimated and can sometimes be different and overlooked when it comes to digital transformation. When digital marketers push for drastic change, many big brands can be wary and reluctant to move forward openly. Since the impact of Covid-19, many face-to-face marketing activities have come to a halt and new ways of communicating have emerged. It is important to take advantage of this moment. Significant changes in the relationship between brands and customers are breaking down barriers when it comes to complex terminology and approaches. The new communication is about the customer and their understanding of your services. So my advice to marketers is not to overcomplicate things. Use tools and words that are easy to understand and apply.
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