Lecture 5 Flashcards
What is the MTS? (Martech System)
Grouping of technologies that marketers leverage to efficiently execute marketing activities across multiple channels
The focus of martech is to
simplify processes, measure the impact of marketing activities and drive more efficient spending
Depending on a company’s size and needs, MTS can come in different
types. A standard Martech solution may include:
Email marketing platform
Social media scheduling tool
CMS to hosts company website
Analytics tools
CRM software
Why is Martech Important?
- Companies are concerned with staying ahead and taking advantage of new digital technology trends
- Marketing technology landscape is rapidly evolving, with hundreds of different software technologies available
- Marketers need to have a clear understanding of which technologies are fundamental to their business goals and how they can help positively affect their business
STAYING AHEAD
RAPIDLY EVOLVING
CLEAR UNDERSTANDING OF TECH NEEDED FOR BUSINESS GOALS
The Martech space is in the midst of an
exponential growth curve
In 2011, there were about 150 companies geared toward marketing technology. In 2016, there are almost
4,000
Gartner predicts marketing technology budgets will __ IT budgets by 2018
exceed
Martech is a Very __ Field
Crowded
Martech Pyramid
Top to Bottom:
Identify Channels
Advertising Platforms
Search & Modeling
Experience Optimization
Insight & Analysis
Multichannel Marketing
Practice by which companies interact with customers via multiple channels, both directly and indirectly, to sell them goods and services
Over the last 5 years, brands have fundamentally changed how they communicate with their customers shifting from single-channel approach to a
seamless experience across all devices
Rather than tailoring their approach to multiple individual touch- points, marketers are providing customers with
a single coherent view of their brand
In this scenario (Multichannel Marketing), the key to success is
“delivering the right message, at the right time, and to the right person”
The Right Message
Added value for client
Not just selling
To The Right Person
Personalization
Segmentation
