{"id":1632,"date":"2020-08-24T16:07:16","date_gmt":"2020-08-24T15:07:16","guid":{"rendered":"https:\/\/exafutures.com\/?p=1632"},"modified":"2021-09-01T13:18:32","modified_gmt":"2021-09-01T12:18:32","slug":"what-is-martech-why-is-it-important","status":"publish","type":"post","link":"https:\/\/exafutures.com\/en\/what-is-martech-why-is-it-important","title":{"rendered":"What is MarTech and why is it so important for your business?"},"content":{"rendered":"\n

As for any topic you are not aware of, everything always starts with the question “What is it?”. And so, what is MarTech?<\/strong><\/p>\n\n\n\n

In this article you will learn exactly what is meant by MarTech, you will discover why it is so important and maybe you will realize that you are already using it.<\/p>\n\n\n\n

In its simplest definition, MarTech is the term that represents the convergence of Marketing<\/strong> and Technology<\/strong>. But maybe you already knew that.<\/p>\n\n\n\n

And maybe this term doesn’t sound completely new to you because you associate it with an image, the Marketing Technology Landscape Supergraphic<\/strong>, produced every year by Scott Brinker (https:\/\/chiefmartec.com\/2020\/04\/marketing-technology-landscape-2020-martech-5000\/<\/a>).<\/p>\n\n\n\n

It’s a huge graphic<\/strong> that illustrates the ever-growing number of platforms and technology tools available to marketing experts around the world, from SEO, email, chat bots, CRM, eCommerce and much more in exhaustive details.<\/p>\n\n\n\n

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According to Scott Brinker (https:\/\/twitter.com\/chiefmartec), the term “MarTech” applies to major initiatives, efforts and tools that leverage technology to achieve marketing goals. But, he adds, there is “much more to MarTech than just technology and software<\/strong>\u201d. Nowadays, in fact, the term increasingly encompasses the profession<\/strong> and experience that these hybrid experts can boast.<\/p>\n\n\n\n

Among these hybrid professionals there are also us at Exa Futures, which since 2016 we have been studying how to make life easier for Marketing and Communication teams through the correct use of technology and data. (https:\/\/exafutures.com\/en\/martech<\/a>)<\/p>\n\n\n\n

As Digital Marketing has grown, so has the MarTech landscape, as technology is developed to help better connect the dots between each digital solution.<\/p>\n\n\n\n

By integrating platforms and data at all stages of the customer’s journey, MarTech allows companies to<\/p>\n\n\n\n

1) Create smarter strategies<\/strong> based on what works,<\/p>\n\n\n\n

2) Help to simplify the processes<\/strong>,<\/p>\n\n\n\n

3) Identify ways to make marketing communications<\/strong> as personalized<\/strong> as possible and therefore more effective.<\/p>\n\n\n\n

Today, MarTech has become literally essential if you want to remain efficient<\/strong>, profitable<\/strong> and competitive<\/strong>. And just as software is designed to make your life easier<\/strong>, that’s what MarTech is all about.<\/p>\n\n\n\n

Today it is no longer possible to market effectively without a solid technology stack<\/strong>: choosing the right tools for your company is therefore an integral part of your success.<\/p>\n\n\n\n

Of fundamental importance, moreover, is the understanding of the areas in which to invest<\/strong>: not all companies need a solution for every single category, in the vast panorama of Marketing. That’s why it’s important to identify the tools you need for your business and focus on using those without being overwhelmed by all the other options available (and they are many!).<\/p>\n\n\n\n

MarTech, finally, is increasingly moving towards the vision of a unique user-experience<\/strong> that is like a continuous journey, accompanying the user\/customer from marketing to sales, up to the provision of products or services.<\/p>\n\n\n\n

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What is MarTech?
The 6 main categories of MarTech tools<\/h2>\n\n\n\n

Advertising and promotion<\/strong><\/h3>\n\n\n\n

The platforms and advertising tools are a crucial element of the MarTech stack.<\/p>\n\n\n\n

They are used to simplify paid advertising efforts in search engine marketing (SEM) campaigns, as well as in social media and programmatic advertising.<\/p>\n\n\n\n

Here are some examples.<\/em><\/p>\n\n\n\n