Martech is marketing technology, and a driving force behind campaigns. If a marketer uses a tool for marketing, it is martech. Implementing martech is a delicate process that requires continuous oversight and evaluation. Ensure you have a base understanding of the intricacies of martech.
So what exactly is martech? Imagine a police officer gauging driver’s speeds on the road using nothing but judgment. Now give the officer a radar gun to measure speed. The difference is in accuracy is astronomical, and the same thing applies to marketing. Marketing without martech is the equivalent of judging speeds without tools. Implement martech and we start to see precise measurements and better marketing decisions.
Popular tools like Google Analytics, MailChimp, and Surveymonkey are all common pieces of modern martech stacks. They each provide valuable insight or automation for marketers, so companies utilize them along with other tools to build a comprehensive foundation of marketing technology. Common ways martech benefits companies include clarifying and maximizing marketing processes, connecting with customers and evaluating campaign data. A baseline understanding of martech is important before learning how to best construct your own martech stack.
The Changing Landscape of Martech
Martech necessitates rapid change due to the dynamic environment of websites, search engines, social media, etc. Approach martech cautiously, as popular martech tools become obsolete often. A good understanding of the current technological landscape – what’s gaining popularity online and what’s faltering – is a huge benefit. This alone can lay a base for a company before researching tools using analytics.
Here’s an important example of how the martech landscape rapidly changes. Years ago, Facebook was the social media king for the younger generation. That has shifted drastically, and so should the marketing approach of companies. Martech stacks adapt to the needs of marketers, and these change often.
Building a Comprehensive Martech Stack
To have a successful martech stack, businesses need to find the right tools for multiple categories and departments. Construct overarching guidelines for what a comprehensive martech stack needs to include. This is different from company to company, so ensure you create your own outline of necessities rather than emulating someone else’s.
The foundation of a successful martech stack begins and ends with digital asset management. The common denominator behind all marketing is the content within an enterprise. Centralizing this content is key to cohesiveness between the entirety of the business martech stack. A central location of content streamlines workflows and promotes creativity in each campaign. Build your martech stack around the power of digital asset management to create the perfect system for your company.
Transform the creativity and efficiency of your campaigns with powerful martech. Analyze the needs of your company before beginning your martech journey, and keep in mind potential future changes. Adjust accordingly to retain an optimized martech stack.