MarTech is the use of technology in marketing. As new tools become available, businesses must decide how they’ll adapt their current technologies to include them. Key tools within a stack, such as customer relationship management (CRM), analytics and marketing automation, influence how marketers approach business. Today, professionals have more MarTech options at their disposal than ever.
Every step of a consumer’s journey, from awareness to conversion, involves various marketing technology tools. A MarTech stack refers to the combination of tools that are used to streamline the process, analyze information and provide data on customers.
Some of the most common uses of MarTech fall under the following categories:
With thousands of marketing technologies available, enhancing your MarTech stack to maximize impact can be daunting. Marketers want bang for their buck, but shiny new technology can be misleading. Implementing new tools depends on your business needs and what you already have. The process of optimization involves carefully comparing your strategy and goals against what each tool offers you in support.
Consumer expectations are at an all-time high. To foster meaningful relationships throughout the customer journey, optimizing your MarTech stack with technologies that support personalized engagement is essential. An integrated MarTech stack means you no longer waste valuable time switching between tools, instead diverting resources to the more important things.