Marketing is, without a doubt, one of the areas in which the impacts of digital transformation are most easily felt.
In just over a decade, the market has been invaded by literally
There are several software and services called
MarTechs, a territory that also includes AdTechs, solutions focused on advertising .
The number of MarTech vendors has grown from 150 in 2011 to more than 8,000 in 2020, a growth tracked year-over-year by Scott Brinker, co-founder of Ion Interactive and editor of the Chief Marketing Technologist blog.he mistake of understanding this set as a simple grouping of tools.
It is necessary to adopt a dynamic approach in which the different contracted services work in an integrated way, so you must always remember: your Marketing Technology Stack must function as a large body capable of creating, monitoring and executing strategies .
Why invest in MarTechs?
As Brinker’s map showed, the MarTech market is huge and its share is increasing in terms of investment by companies.
Below, we will discuss the main factors that justify the growing demand for MarTechs. Keep reading!
Optimizing results
Since its inception, marketing has been seen as an empirical work, although creative aspects are indispensable.Today, with the help of a wealth of data and sophisticated analytical tools, we are witnessing unprecedented precision in different spheres of its activity.
Among many other aspects, this provides greater security, whether for the professionals who execute the strategies or for the companies that invest resources in this task.
Integration between different work teams
Marketing operations are increasingly close to information technology, making dialogue with this area as important as with the sales team .
In this way, we return to the vision of the company as a large body with interdependent functions , in which the Marketing Technologies Set provides the necessary structure so that collaboration between the different areas of the business occurs in the most productive way possible.
Innovation in working models
Professionals from different geographic locations can actively contribute to business decisions and operations , enriching knowledge and diversity in the work environment, even if it is virtual.
Many companies with teams spread across multiple locations already benefit from this capability.
Planning, communication and management platforms allow for the integration of strategies carried out by teams from different regions of the country or the world.
Market innovation
We are in a time of rapid change, in which qatar phone number data trends become market rules in a very short time.In this scenario, companies cannot stand still, even if their results are satisfactory. Innovation is essential to remain relevant .
How to build a Marketing Technology Stack?
In a landscape of over 8,000 marketing tools, how do you choose the best solutions to create an effective Marketing Technology Stack?
In addition to being located in this vast work on building relationships tell you some points that you should take into account when making your decisions.
1. Focus on simplifying
Don’t forget that one of the main goals of all these tools is to simplify your company’s operations2. Consider your goalWhile this position seems obvious, it is europe email important to highlight it, since the great push for innovation addressed in various events and ongoing works can lead managers to invest in expendable resources.Technology is not an end in itself, it is a vehicle for you to achieve a certain result. It is in your marketing plan that you should focus.
3. Perform benchmarking
The best tools often stand out in the market.
4. Check the impacts on your operation
As we have already explained, there are very wide-
We will talk about them below!