What We Mean When We Say "MarTech"
The Ecosystem of Tools Used to Power Modern Marketing
Hearing the term “MarTech,” might cause you to immediately check out of the conversation. After all, you know a buzzword when you see it. You’re not looking for the broad generalization of “MarTech,” you’re looking for a specific technology, like marketing automation, or a specific tool, like Salesforce or Pardot.
I had a similar adverse reaction to MarTech when I first heard the term but I slowly came to appreciate it. Now, the term gets its own conference and is widely used on various social media platforms and blogs, including our own, so it has arrived in that sense.
As a web development company, we live and breathe what most marketers refer to by specific company names or services. Because of this, it’s helpful to group them together under a single umbrella term:
In the way that the title “retailer” could be applied to thousands of different companies, MarTech is also a category term, similarly used to describe a huge variety of companies in different categories, selling to your marketing team.
What is MarTech?
The term “MarTech” is an abbreviation for “Marketing Technology,” and represents thousands of digital tools that provide insights for better marketing in the 21st century. In a more philosophical sense, MarTech could be seen as the mega-trend of technology management shifting responsibility from the CTO to the hands of a CMO.
But, aside from convenience, there’s a reason we often refer to a whole, expansive category of digital services instead of talking about each service specifically. Successful digital marketing strategies aren’t using a single, isolated marketing service. They need to navigate multiple systems that are integrated and communicate with each other. This integration and communication ability is what makes MarTech so essential for digital marketers. The marketing tools used in your strategy are only fully optimized for the modern web experience when they’re communicating with your other systems.
Having an individual MarTech service, like email marketing, will help you complete a task. But having an interconnected system of MarTech will help you increase the success of your marketing strategy. For a digital marketing strategy that creates business growth, gathers new information, and streamlines necessary tasks you’ll need MarTech - not a single service.
So, if you’re looking to boost your marketing strategy with new tech, you’re likely to be looking at a breadth of marketing technologies that fits your marketing strategies and tactics. MarTech is a good way to start to have the conversation around multiple marketing technologies you’ll be implementing for your company.
Ad Servers and Ad Publishers
The main benefit of managing your own ad server is that you can control your advertising in-house and not revenue-share with an ad network. You can track campaign statistics, control what ads are published on your website, and utilize fresh data to fully optimize your ad strategy online. The level of control you have over what ads are displayed on your website and where your own ads are displayed depends on the service you choose.
Note: See our Marketing Systems Integrations page for more information on ad servers and the services that we’ve worked with in the past.
You can integrate your analytics system with your CRM, website, email marketing, and other services to centrally view your online presence. Without an analytics system your online marketing strategy is flying blind without any real picture of what’s working successfully. For example, when working with a client to update their website, we asked about the necessity of a certain page. They had thought that page was vital to their website, but a quick look at their website’s analytics showed that it had hardly gotten any views - even though it was in the primary navigation.
Note: See our Marketing Systems Integrations page for more information on analytics systems and the services that we’ve worked with in the past.
CRM and Marketing Automation
Many marketers already have a CRM in place, but having a modern CRM system that’s capable of communicating with your other systems is essential for having a fully optimized system. An older CRM, implemented before 2010, will lack the feature set required to collect data being generated on recent technology, like the impact of mobile devices on your user’s behavior. By integrating your CRM with your email marketing and analytics system your CRM can automate sending personalized emails to a targeted audience.
Note: See our Marketing Systems Integrations page for more information on analytics systems and the services that we’ve worked with in the past. If you’re a B2B company, see how a modern CRM can help you grow your business.
Segment email lists and create emails with automatically generated custom-content for a more personalized message - the kind of message that your reader will pay attention to instead of marking as spam. Most email marketing services have similar feature sets and selecting a service depends most on what offers you the best ease of use and works best with your other systems.
Note: See our Marketing Systems Integrations page for more information on email marketing and the services that we’ve worked with in the past.
A good event management service should allow you to easily create event pages and define your registration process. By integrating your event management with your CMS or eCommerce platform you can display event information and registration options directly on your website instead of redirecting your users. You can also integrate your event management system with your other systems, like your CRM and email marketing system so that members of your event receive periodic email reminders.
Note: See our Marketing Systems Integrations page for more information on event management and the services that we’ve worked with in the past.
Having a supportive SEO system will allow you to understand what you need to do to optimize your website for search. Configuring page titles, page description meta tags, URL aliases, and redirect management will help search engines identify important page content. By implementing your SEO with your main analytics service you can monitor your SEO data along with the rest of your analytics.
Note: See our Marketing Systems Integrations page for more information on SEO and the services that we’ve worked with in the past.
Social media can be used to raise your brand’s awareness in many different ways; simply having accounts on social media is just the tip of the iceberg. For example, if you’re trying to find a way to streamline managing multiple social media accounts you can use a service like Buffer to schedule posts on multiple channels. Or, you can use a system like Olapic to search across social channels to find posts that mention your brand and then feature those posts on your website. Social media platforms themselves offer tools specifically to marketers and businesses.
Note: See our Marketing Systems Integrations page for more information on social and the services that we’ve worked with in the past.
Split testing is a service that specifically measures a user’s reaction to your website, helping you optimize your website to offer the best user experience for your targeted audience. With a split testing system (also called A/B testing) you can measure your user’s reaction to different content, design elements, and layouts on your website. Split testing systems are simple to implement, and some CMS (Content Management Systems) like Drupal offer a module within their system for implementing them.
Note: See our Marketing Systems Integrations page for more information on split testing and the services that we’ve worked with in the past.
Knowing What’s Essential
There are thousands of MarTech services available, and knowing which to choose from and what’s essential to your marketing campaign depends on the needs of your strategy. While there are some services that we recommend to every marketer, regardless - like a modern CMS and an analytics system - there are some that may not be necessary.
Everyday we’re helping marketers leverage their online campaigns with new system integrations, if you need assistance or if you have any questions please get in touch.