For today’s marketer, technology touches everything we do, from the CRMs that house our client data to the design software that powers our most daring creative. In fact, the martech-enabled ways in which we create more personalized and meaningful connections with our customers have moved from being experimental to foundational as the tool landscape grows and the tactics become established. If you think about it, the separation between the tech and the tactics has shrunk to the point where there might be no separation at all. You might even say martech is marketing.
That’s exactly what we’re saying, and we’ve even made “Martech is Marketing” the tagline for our MarTech conference series.
Over the past decade, marketers have incorporated marketing technology so much that it is our second nature. While every organization is different, martech is instrumental in how marketing operates. From dynamic digital executions to managing traditional campaigns, martech is at the center of everything in marketing.
We develop strategy around our tools
Marketers use technology that is just as critical as the branding assets and content. Many teams invest in technologies to support their own unique use cases and requirements. Once they start using it, marketers tend to discover additional use cases, particularly as new features are rolled out by vendors.
Marketing teams recruit specialists with
According to MarTech Today’s 2019 Marketing Technology and Operations Salary Survey, 34% of respondents indicated that, of the most vital marketing capabilities supporting the delivery of marketing strategies over the next 18 months, marketing technology ranked second only to marketing and customer analytics. The martech we use may be the most critical component to how we develop strategies for cross-channel marketing campaigns; we use martech to determine strategy, to share and compile content, to execute the content and finally, analyze the results to inform future campaigns.
Other departments are also using software that integrates with martech; sales teams, for example, can use CRM software and call analytics among other tools that integrate with marketing technology to provide data-driven insights. It’s not just the marketing team that needs to be aligned with the technology — other teams’ strategies are built around it too.
Martech supports online and offline execution
When many people hear martech, they might think of strictly digital execution — social, email, paid search — and not relate it to their brands’ offline marketing execution. Marketing automation software is just one example of martech that incorporates offline touchpoints — like a direct mail campaign — into a bigger strategic campaign. Multitouchpoint attribution solutions are available for marketers looking to attribute brick and mortar foot traffic and sales to digital ads and campaigns. While consumers adopt the digital-first mindset, so does all of our marketing.
New solutions for tracking metrics like call analytics bring the traditionally offline touchpoints into the online view by integrating call data with customer data to give sales and marketing better insight into their customers.
Approval processes for marketing assets — online and offline — often take place using project management systems made for marketers. Brands that work with agencies use martech to share marketing assets, manage campaigns and collaborate on strategy; martech is ingrained in the end-to-end marketing process.
The increasing opportunities to execute cohesive offline and online campaigns, better visibility into our efforts and the ability to more easily analyze data from both channels actually releases us from being limited to thinking of our campaigns as digital vs. traditional and realize our efforts are all part of marketing.
Marketing silos are unnecessary
When it comes down to it, those of us using martech (digital or marketing ops) and marketing are all the same team — why treat the relationship any differently? According to MarTech Today’s 2019 Marketing Technology and Operations Salary, 67.4% of marketing technology management roles report into the marketing department.