Martech глазами маркетолога

Что такое МарТех?

технологии, используемые в маркетинге

Самое точное и простое определение данному термину дает его автор — программист и предприниматель Скотт Бринкер: МарТех — это «технологии, используемые в маркетинге». Т.е. любые инструменты, которые использует маркетолог в своей работе: от простейшей платформы электронной почты до сложных аналитических программных систем.

Однако не стоит воспринимать МарТех лишь как набор инструментов. В США это ничто иное, как целая индустрия — мощная и стремительно развивающаяся. Наряду с технологиями в ее основе люди, по-настоящему заинтересованные в развитии маркетинговых технологий и активно работающие в этом направлении. Философия МарТех — их способ мышления, новые компетенции и рабочие процессы.

новая профессия — Marketing Tehnologist

МарТех дает новые возможности для сотрудничества и обмена опытом: между отделами внутри компании, между компаниями внутри отрасли, между отраслями и странами. Прозрачность работы и вместе с тем её высокая результативность — те побочные эффекты, которые мы ощущаем от работы по модели МарТех на сегодняшний день.

Новый подход выводит на уровень выше и обучение. Специалисты, больше не действуя по стандарту, стараются находить новые пути применения технологий для решения маркетинговых задач. Рождается новая профессия — Marketing Tehnologist. Именно этот специалист, обладая опытом одновременно в трех сферах: маркетинге, IT и менеджменте, занимается созданием МарТех стека.

Что такое инструменты AdTech и MarTech?

Инструменты MarTech предназначены для маркетологов. Этот термин объединяет программное обеспечение или технологические инструменты, разработанные для помощи в планировании, выполнении и даже измерении результатов маркетинговых кампаний. Эти инструменты позволяют анализировать данные, охватить и облегчить взаимодействие с целевой аудиторией. Инструменты рекламных технологий (AdTech) позволяют облегчить реализацию маркетинговых кампаний и сделать их расходы прибыльными благодаря различным методам и инструментам, из которых Методы SEO.

Эти инструменты и программное обеспечение необходимы сегодня и занимают важное место среди профессионалов отрасли. Они повышают эффективность, сокращают затраты и открывают новые возможности для маркетологов и рекламодателей

Несмотря на то, что сегодня эти технологические инструменты необходимы, они также могут представлять угрозу безопасности для компаний, к чему не следует относиться легкомысленно. Это касается выбора признанных инструментов и программного обеспечения, а также использования надежных паролей, поскольку эти инструменты содержат конфиденциальную информацию о компании или ее клиентах, которая может стать целью киберпреступников. Поэтому лучше использовать надежные пароли, которыми вы можете упростить управление с помощью менеджер паролей.

Future Of Martech

Once the technology is introduced in marketing, there is no going back. As businesses shift from traditional methods to modern methods, they are increasingly inclined towards technological advancements.

New startups will emerge in the future, probably introducing even more martech tools for assisting marketing campaigns.

More and more businesses are moving forward by investing in marketing technology to build their stacks and foster the company’s growth.

Go On, Tell Us What You Think!

Did we miss something? Come on! Tell us what you think about our article on marketing technology in the comments section.

Impact Of Technology On Marketing

The introduction of technology in marketing has completely transformed marketing campaigns. Companies focus on making them more personalised and immersive to provide a better customer experience.

Improves Efficiency

The introduction of technology in marketing leads to the automation of many laborious tasks. This causes a reduction in costs and person-hours required to execute the marketing strategy. Marketers have more time to strategise and invest it in forming a combination of company-suited marketing tools.

Actionable Insight Into ROI

Attributes like higher ranking in SERPs, clicks, or page views per order placed give marketers an estimate of how the ROI will turn out.

A strong connection is established between marketing activities, campaign investments, and sales results. It gives a close to the actual figure of leads and customers generated through marketing, if not completely accurate.

Rise In Purpose-Driven Marketing

Nowadays, customers no longer want to remain on a buyer-seller basis. They wish to build brand relationships by establishing trust and belief in the company values. This constitutes purpose-driven marketing.

Now, technology allows the marketer to analyse elements that matter to the customers and make sure they align with the brand offerings, which further acts a catalyst to build trust.

Improved Customer Experience

The internet has allowed customers to explore and learn about the product and services they wish to buy before even going into a shop or contacting a salesperson.

Content marketing plays a huge role in this process, and with the help of associated tools, marketers aim to deliver a personalised customer experience.

Easy Collection And Organisation Of Data

Marketers can now operate using vast quantities of data at their fingertips stored in electronic form. This enables a hassle-free analysis and provides deeper insights to marketers about their target audiences. This saves the marketers from skimming through raw data and wasting their time on it.

Increased Budget Allocation To Grow Revenue

Integration of technology with business operations requires a huge commitment in terms of finance which concerns marketers. The amount of investment depends on the type of technology used – some require high-level implementation while some have minimal integration. Either way, it gets justified later as the revenue amount outnumbers the amount used for investment.

Based on previous years’ results, budget allocations towards marketing are increased, thus boosting revenue.

Challenges to Marketing

Marketing is an uphill struggle that starts way before product development and often never ends. It comes with its own set of challenges that marketers have to overcome to offer a saleable product that makes profits. These are:

  1. Product Development: The biggest challenge a marketer faces is identifying the needs, wants, and desires of the target customer and predicting the best saleable solution for the same.
  2. Data Collection, Management, and Analysis: Today, every marketing step, be it big or small, revolves around data. Marketers identify industry trends, customer needs, product requirements, growth projections, SWOT, etc., using data analytics. However, collecting, managing, and analysing such massive data proves to be a challenge for marketers.
  3. Branding: Developing a brand in the competitive market is a marketing task that often poses a challenge to marketers. Often marketers fail to identify the perfect brand positioning that aligns with the market demand. Another challenge that marketers face is to align their brand image with the brand identity.
  4. Promotion: Marketers wish to choose the best promotional strategy to put in motion, but with so many variables in consideration, it is difficult to predict the outcome and effectiveness of a strategy. Moreover, personalised promotion poses a challenge for marketers.
  5. Relationship Management: Traditional marketing strategies often limit marketers in maintaining relationships with all the customers as it requires data management and one-to-one relationships, that require more workforce.
  6. Efficient Management Of Resources: One of the biggest marketing challenges is to manage limited resources better and direct them to a fruitful outcome. Traditionally, marketers used the trial and error method to find the perfect solution to a problem, but the process itself requires substantial resources.
  7. Sales: Even if a target market is well built, pushing the customers through the marketing funnel is a challenge. From lead generation, where the customer becomes aware of the offering until the actual purchase, marketers play an integral role.
  8. ROI Optimisation: Finding the best performing marketing, sales, and distribution channels require data analysis and management. Marketers often struggle to find the perfect balance of strategies that result in the most return on investment.
  9. Brand Experience: Maintaining a holistic identity around all the customer touchpoints and developing a brand experience across numerous online and offline channels pose a big channel for the marketing team.

E

Ecommerce Martech:

Ecommerce martech, also known as ecommerce marketing technology, includes any digital tool created to assist businesses with marketing their ecommerce websites online. These tools increase efficiency and help automate the marketing process.

Enterprise Martech:

Enteprise martech, also known as marketing technology, refers to any tools and software that assist in optimizing, tracking, and managing a business’s marketing campaign.

ETL:

Extracting, transforming, and loading (ETL) is a procedure that copies and combines data from multiple sources into a single system data warehouse.

C

Call tracking:

Call tracking is a method of recording information about phone calls a business receives. Call tracking can monitor who calls a business when they call, who they represent, what the caller is interested in, where they are located, and even a phone call transcript.

Conversational marketing:

Conversational marketing is based on targeting audiences through conversations they’re having and engaging them one-on-one. The goal is to convert users with personalized conversations and is usually seen through social media sites like Twitter.

Cookies:

Cookies are text files saved by browsers and stored on a user’s device to track your information. This info helps the site identify its visitors and help improve the user experience by saving passwords or keeping track of items in a user’s cart.

B

B2B Martech:

B2B Martech, or marketing technology, refers to any software, platform, or tool you use to enhance your business-to-business marketing efforts. Its purpose is to maximize the effectiveness and efficiency of your B2B digital marketing campaigns.

B2C Martech, or marketing technology, refers to any software, platform, or tool you use to enhance your business-to-consumer marketing efforts. Its purpose is to maximize the effectiveness and efficiency of your B2C digital marketing campaigns.

Behavioral targeting:

Behavioral targeting is a type of advertising that gathers data about a person’s online browsing history from many sources to advertise stronger ads to them. It’s especially popular with big-box realtors when trying to lure consumers away from competitors.

MarTech Use Cases

A combination of digital tools that marketers use to make marketing campaigns and strategies more effective is a martech stack.

The martech stack makes several marketing challenges easier to handle by making difficult marketing processes simple. Its use-cases include:

Data And Analytics Solutions

Marketers have a way to collect statistical data, interpret it and validate it for further trend and demand analysis. Today, technology-powered software takes several attributes into account to generate results and trends, which helps marketers to analyse buyer behaviour. They also provide a quantifiable measure of the effectiveness of marketing campaigns and messages. Software like Google Analytics, Oribi, etc., makes it easier to collect website and application data and execute marketing strategies. One can even use tools like Authentiq, ConsentEye, etc. to better make legal data compliance.

Advertising And Promotion

Martech has made microtargeting and personalisation possible. Advertisers today can use platforms and tools like Google Adwords, Facebook Pixel, etc. to power their advertisements using data and target the same to the most relevant users – the users who have visited their website, has certain interests, or buy products from their competitors, etc.

Several other advertising tools find their place in the martech stack. They include display and programmatic advertising tools like SmartyAds to video advertising platforms like Vidsy.co, to even PR tools like PRMax.

Commerce And Sales

Sales automation includes the automation of all the processes from lead acquisition to conversion. Martech tools enable the easy flow of information among sales, marketing, distribution, and logistics throughout the supply chain.

Streamlining all these administrative tasks improves operational efficiency and flexibility. Inventory levels can be controlled to balance with customer demand.

Sales-oriented martech tools drive lead generation, automate sales processes, and improve customer experience to help convert leads to customers.

Content And Experience

Today, Content Management System (CMS) helps marketers build a website to manage the web presence without any specialised technical knowledge. The marketers also make use of both pull and push marketing strategies using search engine optimisation (SEO), search engine marketing (SEM), and social media marketing (SMM) to increase the visibility of websites on search engine result pages.

Customer Relationships

Customer relationship management is a set of strategies and practices which manage the company’s relationships and interactions with customers throughout the customer lifecycle. These strategies include reminders, contact and task management, and a record of reports. Martech stack like Hubspot, Salesforce, etc., makes it easy for marketers to maintain such records and build valuable relationships with customers and prospects.

Marketo is a SaaS-based platform that helps marketers automate and measure marketing engagement, tasks, and workflows.

Social and relationships

With the advent of the internet and social media, social media marketing has become an important marketing channel. Social and relationship tools help make social tasks like SMM, event management, meetings, webinars, advocacy, influencer marketing, community management, etc., easier.

SMM tools like Buffer enable marketers to manage their online presence by creating and scheduling posts across various social media platforms, monitoring conversations and trends, and doing collaborations. The main aim is to engage with the audience and attract their attention.

Event management tools like GoToWebinar makes creating and managing webinars, meetings, and video calls easier. Moreover, some bots make handling social relationships smoother.

Management

Martech stack also provides internal talent management, collaborations, and product management solutions. Tools like Marvel, Notion, etc., make it easy for teams to connect with other members and manage projects better.

Маркетинг с высоким метаболизмом

скорость развития, эффективность и результативность

Чтобы оставаться впереди конкурентов, маркетинг должен быть быстрым, творческим и изобретательным. По сути, МарТех — это новый маркетинг, новые IТ и новый взгляд на управление.

В США количество компаний, ориентированных на маркетинговые технологии постоянно растет: в 2011 году было около 150 компаний, в 2016 году почти 4000, а в 2018 году их число достигло отметки в 7000. В России развитие МарТех началось только сейчас, однако это не значит, что мы заняли позицию “догоняющих” наших коллег из США. Учитывая мощный скачок, произошедший в развитии диджитал в последние годы, МарТех в нашей стране идет своим собственным путем: и его шаги шире в несколько раз

Именно поэтому нам важно быть готовыми к технологическому прогрессу и начинать работать по модели МарТех уже сегодня

Нам нравится называть МарТех — маркетингом с высоким метаболизмом, ведь скорость его развития, эффективность и результативность закрепились на очень высоком уровне.

Сообщество МарТех в России

Скорее всего, вы уже используете какую-то форму МарТех для своего бизнеса, однако его потенциал гораздо больше, чем вы можете себе представить. Новая философия призывает нас не только к использованию новых технологий через создание стека МарТех, но и к активному взаимодействию друг с другом.

Этим материалом мы начинаем знакомить вас с этим новым направлением. Далее статьи, раскрывающие тему МарТех, будут выходить на нашем сайте регулярно.

Если вы готовы уже сейчас окунуться глубже в эту сферу, получить новые знания и навыки, а также начать общаться и обмениваться опытом с единомышленниками, мы готовы предложить вам сразу присоединиться к сообществу МарТех в России. Напишите нам и получайте приглашения на все внутренние встречи и конференции в рамках сообщества.

Expected Major Marketing Technology Trends for 2021

Tracing back the MarTech landscape, the world has witnessed a steady expansion of the MarTech landscape since 2011. According to MarTech Today, the landscape started at 150 companies, which boomed into 1,876 companies in 2015, 5,381 solutions in 2018, 7,040 solutions in 2019, and 8,000 MarTech solutions in 2020.   

The landscape infographic shown above tells us that MarTech is in a steady upward expansion amidst all the external factors and its growth, including the pandemic. 

Increased Spending for MarTech

The increased number of remote work during the pandemic required marketing teams to depend on technological tools and processes to organize work and marketing campaigns. A survey showed that anticipate raising MarTech spending for the entire year. 

As a result, Marketing teams are now primarily driven to develop tools that enhance visibility, content creation, and campaign management in response to an increased need for collaboration tools. 

Investment in Channels for Content Marketing 

The survey showed that 20% of marketing administrators would crucially invest in content marketing channels or platforms for their marketing structure. 

Content Marketing Platfor TV m (CMP) is a tool that allows management and streamlining of the entire marketing process, from the creation to the approval of marketing strategies and tools.

Marketers see digital platforms such as webinars, ebooks, blogs, and whitepapers to maximize customer reach for their marketing campaigns. 

Emphasis on Quantifying Campaign Attribution

The survey also revealed that 81% of these top markets see the necessity of quantifying business impact; however, only 36% expressed confidence in adequately measuring the effects.

Marketers are expected to know the use of campaign attribution in measuring the campaign’s actual impact and results vs. the prospect’s intended outcome. The success of the marketing campaign will reveal the need for additional resources or budget to boost marketing. Proper tools and innovation such as the content marketing platform are necessary to measure the content success in marketing efficiently; otherwise, measurement of attribution is hard.  

Faster campaign execution or turnaround times

About 81% of the top marketers verbalized that accelerating campaign execution is considered a high priority. 

Due to the ongoing marketing competition, many companies are motivated to create marketing campaigns to enhance marketing productivity. Consequently, their marketing team is expected to be very active and fast in developing and creating efficient and timely marketing campaigns. Automation of marketing processes is highly encouraged to avoid the long hours of spending time on work. 

Enhanced Collaboration

There is an increased demand for marketing collaboration tools to assist the entire marketing processes from its start to measurement. Companies must perform marketing analysis and determine MarTech tools applicable to boost and jumpstart their markets this year. 

2021’s Top MarTech Tools to Look Out For

Here are the top five marketing tools to complete your MarTech Stack this 2021:

Google Adwords

Google Adwords is the most commonly used advertising tool worldwide that extensively reaches various demographic coverage and clear intent and funnel process dedicated to selling and advertising. It is the most recommended advertising tool for rookie digital marketers.  It responds to 40,000 searches every second, which corresponds to 3.5 billion searches per day and 1.2 trillion per year.  

You can also market your business through Youtube, a platform tied up to Adwords, with 1.5 billion subscribed active users who watch daily for more than an hour. It has a super extensive customer reach, coupled with advertising and focused account managers’ real intent on optimizing marketing campaigns. In short, combine the influence of these MarTech tool giants, and you will have a significant share of the MarTech stack. 

Rocketium

Rocketium Campaign is a creative automation platform that provides solutions for brands to generate on-brand creatives on a large scale. It is an essential component to any MarTech stack, as it enables you to feed creatives into multiple channels. Features like importing content via spreadsheets and uploading animations designed in Adobe After Effects make it indispensable for design teams. Whats more, you also have the ability to import pre-built PSD designs to create templates. 

As far as brand teams are concerned, such a tool improves campaign turnaround times significantly and allows your designers to exclusively focus on making great content.

Salesforce

Organizing and sustaining customer relations is highly vital in the growth of your business. Although, it is more costly to keep customers than sell to another customer.  Salesforce is a top CRM tool that addresses these customer relations concerns. 

Furthermore, it is a highly customizable CRM tool with its AppExchange that integrates various applications for every use. It also contains dashboards that allow entry of extensive data to build customer leads.  

Hootsuite

Social media management tool for maintaining and handling your social media visibility. That is, it organizes your social platforms in a single app through a participative dashboard to track your social media channels’ flow, arrange the schedule, and engage with your customers. Additionally, it contains analytics that helps you retrieve reports for marketing and sales. 

Marketo

Nowadays, 91% of industries find marketing automation as an essential marketing technique. Several automation tools, such as Marketo, are created for marketers, especially B2B, to facilitate interaction and management of various marketing channels for customer retrieval. Built with the use of the same platform as Salesforce.

Besides, it has a user-friendly and customizable modular system that allows automation, real-time customization, consumer involvement marketing, and management. It also allows cloning of programs and advanced reporting for thorough customer analytics, perfect for integrating all your MarTech tools in one place.  

Заключение

Согласно отчету «2018 SaaS Industry Market Report: Key Global Trends & Growth Forecasts» (Отчет по отраслевому рынку SaaS за 2018 год: основные мировые тенденции и прогнозы роста), 33% бизнесов в 2017 году использовали больше SaaS-приложений, чем в 2016 (в среднем по 16 приложений на компанию), а 38% американский компаний в 2017 году создали под SaaS отдельную рабочую позицию (по сравнению с 17% годом ранее).

Совершенно очевидно, что SaaS-отрасль переживает бурный рост — и если темпы сохранятся, то в ближайшем будущем нас ждет еще больше удивительных решений

Вместе с тем растет и спрос на CSM, а также их важность. Это означает, что ваше будущее, как CSM, на самом деле очень захватывающее

Это сложная работа, но и очень полезная и все более востребованная.

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