MarTech – what do marketing and technology have in common?

Marketing and technology have more in common than it might seem! Even before the pandemic, advertising agencies eagerly used tools that streamline work – e.g. Hootsuite, which automatically publishes posts on social media.

The global changes brought about by the pandemic accelerated the digitisation process. As a result, a need arose to use technological solutions to automate marketing processes such as the automatic sending of newsletters or the optimisation of advertising campaigns.

How are marketing processes changing?

The sudden necessity of building your own brand online, often from scratch, meant that competitiveness in the marketing industry grew significantly. The same happened with the popularity of tools and technologies that streamline the daily work of digital marketers. One thing is certain – you can't develop digital marketing without the involvement of MarTech.

Over the last 3 years, combining the possibilities of modern marketing with IT tools has become the foundation of a well-constructed and effective marketing strategy. Thanks to it, an entrepreneur could quickly enter the market and grow a brand, achieve sales success and get ahead of the competition.

5 areas where it's worth using MarTech solutions

Implementing MarTech tools involves considerable costs. Before you decide to introduce them in your company, consider in which areas of your activity they'll be indispensable. Where is their effectiveness particularly visible?

Effective content management

How do you administer content effectively to streamline daily work? Content management systems (CMS), e.g. WordPress, come to the rescue. In a CMS you can not only write and edit blog texts, add photos or create a product description, but also add the right key phrases and meta description and schedule the automatic publication of articles on the blog.

Secure management and storage of customer data

If you run an e-commerce business, a CRM (Customer Relationship Management) system is the ideal tool not only for the secure and long-term storage of customers' personal data, but also for automating the sales process and quickly contacting users. It also gives the possibility of using owned-media communication. Some CRM tools also use the cloud to gather data.

Information about customers' online behaviour

WAT (Web Analytics Tool) tools gather information about customer behaviour using third-party cookies – the same cookies used in advertising campaigns. A good example of a WAT tool is Adobe Audience Manager. You can combine it with another – Google Analytics – and analyse user behaviour on your site and on social media (Facebook, Instagram, Pinterest), in mobile and desktop apps, also in terms of UX/UI.

By combining Adobe Audience Manager with Google Analytics, you'll gain information about how customers reach your online shop, which UX/UI elements need appropriate adjustment, and how users make transactions.

Analysis of information about site users

DMP tools allow for the gathering, analysis, segmentation and optimisation of data. With their help you'll not only select valuable customers from your current base, but also close the shopping carts of new and existing users.

Do DMP and CRM serve the same function in the sales process? Not quite. DMPs don't store customers' personal data – or store it short-term – and their main aim is to gather many sets of information and study the connections between them (they focus on analysing trends and data acquired through cookies). Managing consumers' personal data is the job of a CRM system.

Automation of everyday tasks

Marketing Automation tools, e.g. Salesforce Marketing Cloud, significantly speed up repetitive communication processes between seller and customer. They allow for the automatic sending of newsletters, emails, SMSes or push notifications. With MA tools you can also create personalised advertising campaigns and landing pages.

What benefits come from regularly using MarTech tools?

It's hard to imagine the development of digital marketing without the involvement of MarTech tools. Manually acquiring specific data about customer behaviour for analysis simply wouldn't be possible, like other work in the area of digital marketing. What are the visible benefits of regularly using these tools?

Broad insight into your audience's behaviour

MarTech tools allow for a detailed analysis of the behaviour of users who visit your website and perform specific actions there – read articles, add products to the cart, share content or open newsletters. Thanks to this, you as a seller can adapt your actions to customers' current needs.

The right tools and an in-depth analysis of the data gathered this way will allow you to streamline your sales processes and generate greater profits. Without tools this would be difficult – or even impossible.

Automation of everyday processes

Besides the advanced possibilities for interpreting and analysing information about customers, MarTech tools make marketers' daily work easier. They give the possibility of planning content, automatically publishing content on social networks or creating advertising campaigns.

The time saved this way you can devote to other, equally important activities, e.g. the regular analysis of competitors' actions.

Greater effectiveness in activities within the marketing strategy

Are you unsuccessfully trying to reach consumers? Are your actions not bringing the expected results? Perhaps this is happening precisely because of a lack of the right tools. It's they that will allow you to precisely define your target group and generate a greater number of conversions.

Knowledge about the channels through which users reach your site and their behaviour (determining whether they first browse products, or immediately choose a specific one and add it to the cart, or maybe make an immediate transaction) helps in understanding and adapting your strategy to the needs of conscious consumers.

Try out the possibilities of MarTech tools. Thanks to them you'll not only create content that encourages your audience to buy specific products and services, but also improve your sales results and build a stable, recognisable brand.