Digital marketing enables companies of all sizes to attract large audiences profitably. With the advancement of marketing technology (called martech), the success of marketing campaigns and the different digital elements that make up the campaign are all verifiable, traceable, measurable, and variable. It also enables you to influence leads, track buyer journeys in the marketing funnel, and measure ROI (return on investment).
From advertising and promotions to content and the buyer journey, martech empowers marketers with the insight and analytical skills to make data-driven decisions that improve performance marketing campaigns, personalise interactions with customers and prospects, and proactively communicate with them.
Martech tools automate and simplify the digital deployment marketing and monitoring processes in the creation and test of assets. This allows you to see the whole client trip along the marketing funnel, identify lost opportunities and funnel problems, as well as changes to improve customer participation and transitions.
Ultimately, martech offers tools that allow you to execute and scale your marketing efforts faster and more smoothly, using fewer marketing resources.
The Benefits of Martech include the Following:
- Increase marketing efficiency: Automate and simplify your digital marketing efforts to help you manage multiple marketing channels and increase your marketing team’s productivity.
- More Qualified Lead Generation: Lead Generation is an important first step in an effective marketing campaign. Create lead generation using Martech tools that support digital advertising, email marketing, search engine marketing, and more.
- Multi-Channel Views of Audience Behaviour: With the proliferation of digital channels and devices, a marketing automation platform that provides a multi-channel view of a prospect’s behaviour as they traverse the marketing funnel towards conversion helps.
- Better Goal Coordination (Marketing and Sales): Objective data from marketing technology tools encourages sales and marketing cooperation and determines how to best use effective methods and modify ineffective methods.
- Improve conversion rate and better return on investment: Martech includes tools that support A/B testing, incremental testing, remarketing, up-selling, and other marketing efforts designed to drive conversion rates and improve return on investment.
What is a martech stack?
Almost all companies use multiple technologies to interact with customers, automate and optimise digital marketing processes, and collect and analyse data. The collection of tools you use to implement is called the martech stack.
Building the optimal stack
Before you start building the martech stack, develop a marketing strategy and review current marketing practices to determine if changes are needed. Your strategy and practice will determine which marketing technology tools you will use. For example, if your marketing efforts don’t include remarketing, you don’t need martech to support it.
Marketing technology is exciting, but focus on the basic tools and add them only when you are ready to use the new technology. A company with the experience and history of using martech can eventually build a full martech stack to solve the problems at each stage of the marketing channel, but if you’re a beginner, keep it simple. Building the best marketing technology stack for your business comes down to understanding your most pressing goals, the scope of your digital asset management requirements, and where you can increase your ROI. Once you know these things, you can determine which marketing technology tools will support your goals.
Martech tools include:
- CMS: Content management software technology such as WordPress, Ghost, Joomla, and Wix that allows you to create, edit, manage your website, and quickly add, edit, and delete pages or sections.
- Advertising: Digital advertising marketing techniques include, but are not limited to, Google Ads, Bing Ads now known as Microsoft Advertising, and YouTube advertising.
- Social Media: Martech tools support simplified social media management, including automatic scheduling, statistics, and reporting, and allow marketing teams to collaborate on social media work.
- Conversions: Conversion Rate Optimization (CRO) tools focus on visitor behaviour, first visitor conversions, and recurring visitor conversions on your website, and can help you increase your conversion goals.
- Email: The latest Martech for Email Marketers provides greater flexibility and more features like automatic trigger-based email and advanced email analytics.
- Customer Service: Today’s customers and potential customers are smarter and demanding more from the brands they choose. Martech supports a more personalised engagement and personalised buying experience.
- Analytics: Martech tools collect, measure, and analyse digital advertising data so you can understand the impact of marketing campaigns and maximise your return on investment.
- CRM: Customer relationship management technology integrates marketing, sales, and customer support activities into one platform.
- Automation Software: Marketing automation, nurturing sales leads and leads, and customising marketing messages and content to support repetitive marketing tasks.
20 best martech tools
Today, digital marketers can use approximately 8,000 or more marketing tools. With such a staggering number, how do you choose? Below, we’ve highlighted the top 20 Martech stack tools for your consideration.
- Salesforce: This integrated customer relationship management (CRM) solution provides a single shared view of each customer across multiple departments within the company (such as marketing, sales, commerce, and service).
- Hootsuite: As an “all-in-one” social media platform, Hootsuite supports a variety of social media. It allows you to schedule and queue posts and provides more than 200 metrics to measure performance.
- Sprout Social: Another full-featured social media management tool, Sprout Social provides a single center for social media publishing, analysis, and participation of multiple social profiles.
- Google Ads: Google Ads (formerly known as Google AdWords and Google AdWords Express) provides PPC (pay-per-click) ads that appear in search results based on keywords you choose on google.com.
- Optimizely: one of the oldest and most famous A/B testing platforms, Optimizely features include A/B/n, split and multivariate testing, page editing, multi-arm slot machines, and tactical libraries.
- Crazy Egg: This heat map tool tracks how visitors interact with your website and provides a “hot spot” view. Use mouse-tracking technology to gain insight into which parts of your website get the most clicks, which parts are ignored, which elements get the most visitor engagement, and so on.
- Marketo: Adobe marketing automation software based on Software as a Service (Saas) can help B2B and B2C marketers automate and measure marketing engagement, tasks, and workflows.
- AdRoll: This AI (artificial intelligence) powered software is dedicated to remarketing. Tracking the behaviour of each visitor to your website enables you to display targeted ads to previous website visitors. The platform has been developed to support advertising, email marketing, and cross-channel metering to improve ROI.
- Mailchimp: Mailchimp is touted as an all-in-one marketing platform for small businesses that supports email marketing and expands to a complete marketing platform, including customer relationship management (CRM) and automation capabilities.
- Zapier: This automated tool automatically moves information between Web applications. It only takes a few clicks to link web applications to share data and automate workflows. For example, by linking Slack and DropBox, you can receive notifications through Slack when there are new Dropbox files.
- Google Analytics: This free web analysis tool provided by Google can help you in-depth analysis of website traffic and measure the return on investment of advertising. It works by including a piece of JavaScript code on your website page.
- WordPress: A free, open-source, and easy-to-use website building and maintenance platform, and a content management system (CMS) that you can use to build. The following application is written in PHP (hypertext preprocessor) or Javascript and is paired with a MySQL database server to store site content and settings.
- Slack: Channel-based messaging platform, Slack is a workplace communication and collaboration tool that allows you to have real-time conversations with any colleague or team.
- Facebook: This social media site supports advertising, which allows you to promote your page, posts on the page, actions taken by users, or your website. Facebook ads allow you to target users based on location, demographics, and profile information.
- LinkedIn: This social network focuses on professional networking and professional development. LinkedIn Advertising supports self-service ad campaigns that use sponsored content, dynamic ads, message ads, and text ads.
- Twitter: Twitter is considered a public “weibo” social network that allows you to send and receive short posts called tweets to a wide audience. Twitter ad campaigns will allow you to promote tweets that include videos, accounts, moments, and trends.
- YouTube: A free video-sharing website owned by Google. YouTube allows the use of video ads and displays ads for paid advertising on the Google Display Network.
- HubSpot: This all-in-one marketing software stack includes CRM, marketing center, which contains marketing tools and data on one platform, sales center combines sales and data tools on one platform, CMS center and content management tools and service center, It centralises customer service data and channels in one place, and supports large-scale support through automation and self-service.
- SEMrush: Iis an all-in-one toolkit that provides solutions for SEO (Search Engine Optimization), PPC (Pay Per Click), content, social media, and competitive research.
- Moz: This all-in-one SEO toolkit crawls your website on demand to reveal SEO glitches and recommend solutions, track traffic-driven keyword performance rankings, provide backlink keyword research.
The future of martech
The Martech environment is constantly evolving due to technological advances, increasing data privacy policies, and changing customer purchasing behaviour and expectations. Below, we have highlighted three areas that we must be aware of.
- Contextual vs Behavioural Targeting: Behavioural targeting involves using data from a visitor’s browsing habits (search terms, websites visited, purchases, etc.) to display relevant ads and offers and improve campaign effectiveness. Contextual targeting allows you to show relevant ads based on website content rather than visitor data. As the collection of visitor data is subject to more scrutiny and privacy laws are enacted, such as GDPR (General Data Protection Regulation) and CCPA (General Data Protection Act of California consumers) of the European Union, will continue to move from behavioural targeting to contextual targeting.
- Customer Data Platform (CDP): CDP aims to integrate all customer data to create a unified customer profile that can be accessed by other systems. Although it is challenging to find a company that actually does all of this today, companies like Salesforce, Oracle, Adobe, and others are developing and developing their CDP platforms, adding artificial intelligence and machine learning to expand their capabilities.
- Immersive and experiential marketing: These marketing strategies are expected to continue to evolve and expand, although live events have ceased in 2020 due to the pandemic. Experiential marketing brings consumers to the story and cultivates personal interaction with consumers through unforgettable face-to-face experiences. Look for innovations, including more immersive virtual experiences using virtual reality and 3D augmented reality technologies and new ways to use 5G mobile networks designed to connect almost everything and everyone.
The benefits of using martech are huge, but choosing tools and managing the martech stack requires time and expertise. If you don’t have staff available or a team with the right experience and knowledge to determine the marketing technology tools to use, implement, and use them to drive conversions, simplify digital marketing, and improve the buyer experience, consider adding staff.
About us
DAC Services and Solutions is part of an international group, leader in Multilingual Call Center and Multilingual BPO. DAC Services and Solutions has more than 10 years of experience, our employees speak many languages and cover many countries, we are available non-stop around the year and through our flexible pricing system, our prices are competitive and cater to any business type.