Natalia Andreychuk is the CEO of Sixteen. He is a leading evangelist of digital transformation in the pharma and life sciences industries.
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Do you remember For Dummies Books that were popular years ago? Were they amazing books? No, but he tried to make learning about the topic easy to help the readers to solve the problem without much effort and in the end they understand what they did not know before picking up the book.
As someone who has been in the marketing industry for over a decade, I have come across my fair share of people who try to use words without understanding what they mean. It can be difficult to learn the ever-changing language, but it’s important to always stay on top of the latest trends and buzzwords in your industry.
So, let’s talk about some of the words we cover marketing techniques, what they mean, and, most importantly, how you can reduce your customer base.
What is Martech?
Marketing technology, also known as martech, is a term used to describe specialized software solutions for digital marketing activities. In other words, when we talk about martech, we can think of some special solutions designed for a certain sector, but basically all software solutions used in marketing will be in marketing technology. That said, it’s a different story for marketers to understand the exact strategies they can use in their environment to achieve better results.
Why Care About The Difference Between Martech And Adtech?
It is important to understand the difference between martech and adtech (marketing technology) because the two fields are closely related. related. Martech software helps retailers create and manage original products, communications, and offers using email or apps to influence customer behavior. In contrast, adtech solutions are specifically designed to help marketers run a global digital marketing campaign. Think of digital signage, marketing exchanges, networks, services, and key areas and side platforms as advanced adtech solutions that are completely separate from marketing technologies.
So, Why Do We Need Martech Solutions?
It has been a long time since this word has been established. Today, almost every marketing team uses software that helps with large email campaigns or content management. Either team they call it the “martech stack” or not, we cannot deny that marketing relies heavily on solutions that cannot be removed from the production chain without causing disruption within the system. The idea of your tools as a collective stack and establishing a clear idea of how to make it is one of the main tasks of marketing.
One of the The main tasks of martech providers is to ensure that their software works well with other third-party solutions within the same stack. This is why we see leading martech solutions providers tend to encourage collaboration between companies to ensure their products are compatible and flexible. Another benefit that martech providers get from such relationships is the ability to sell their solutions through partner channels, connecting directly with businesses that need them. Depending on who you are trying to reach, your martech solutions and stack, in many cases, can also be very different. B2B- and B2C-focused stacks may include different software for different functions. For example, B2C businesses can invest heavily in lead management, email automation and data analytics. At the same time, B2B companies can pay more attention to SEO, content marketing and social media marketing tools.
What Are the Most Popular Martech Solutions?
Email Marketing Tools
Email marketing is still considered one of the most important ways to communicate with customers, so it would be better to put this type in a separate category. Advanced email solutions help marketers increase customer engagement and brand awareness and convert other channels. Such solutions allow users to create stunning, rich AMP emails, upload and store large amounts of data and templates, and make informed decisions based on analytics powered by artificial intelligence and machine learning.
Content Management Systems
Understandably, the choice of CMS can have a significant impact on a company’s global operations. As the number and complexity of the technology used on a daily basis grows, retailers are often faced with the need for solutions to help them navigate difficult environments. Today, the market for specialized CMS, developed by companies is growth as businesses adapt to growing competition.
Customer Programs
This martech strategy is mainly designed to provide better customer service and collect all perhaps important information related to the customer journey to help understand customer behavior. This software helps 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 clear, simple tools for communication and collaboration within one collaborative system. Make sure it has all the necessary tools for effective coordination between vendors, suppliers, product managers, etc.
SEO, Analytics And Automation
There are many unique tools that help marketers to choose accurate semantics and keywords, generate insights into customer behavior, and predict potential and optimize multiple strategies. This is probably a must-have for any marketing department, regardless of function.
The future of Martech
Today, martech solutions are often underestimated and, in some cases, can be criticized and ignored when it comes to digital transformation. Many big brands can be stagnant and, frankly, unwilling to move forward as digital marketers insist on radical change. Since the onset of Covid-19, many face-to-face marketing activities have been halted, and new ways of communicating have emerged. I have to seize this moment. The dramatic transformation of relationships between brands and customers breaks down barriers when it comes to complex terms and strategies. New communication involves the customer and their understanding of your services. So my advice to marketers is don’t overdo it. Use tools and words that are easy to understand and use.
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