What is Marketing technology & How many categories?

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What is Marketing technology

Marketing technology (Martech), tools, and platforms are developed to take advantage of marketing activities for easier marketing campaign management, more communication with customers, and more accurate measurement. etc. In some cases, we may see integrated marketing technology called “Martech”

How many Martech categories?

1. Marketing Analytics, Performance Tracking & Attribution
2. Cloud/Data Integration Platform
3. Business/Customer Data Visualization Technologies
4. Conversion Rate Optimization / Personalization
5. Advertising Technology
6. Visitor Identification Software
7. Affiliate Marketing
8. Content Marketing Tools
9. SEO tool
10. Social Media Marketing
11. CRM, CDP, Marketing Automation
12. Marketing Cloud Suites

What is Marketing technology & How many categories?

What are the characteristics of Marketing technology?
For the most part, a tool called Marketing Technology has the following characteristics:

  • Most platforms are Software as a service and run-on Cloud service rather than On-Premise.
  • Expenses are paid monthly/yearly and have a variety of cost structures such as variable prices based on the number of users, variable prices based on the number of customers listed in the system, variable prices based on the number of Traffic, etc.
  • Deploy faster than On-Premise software.
  • Ready-to-use design. All customers in the system will see the same Feature / Function.
  • Since some Martechs have been in the market for a long time, customers have a wide range of business types, so they are constantly improving the system or creating new features to support almost all types of marketing problems.
  • This tool is usually managed by the marketing team and uses very few resources from the IT department.
  • But it is necessary to plan long-term deployment, integration and consistent marketing strategy.

Why Marketing technology?

Running a business, whether selling a product or a current service, is often associated with Digital in some way, including:

  • A business that is a digital business with full digital income
  • Business that sells products and services through digital channels such as E-commerce in general.
  • and businesses that are blended, such as marketing on online media, but generating sales on offline channels, etc.

However, let’s look at the example of the business that I gave the example above. You can see that no matter what type of business it is, it needs to be marketed through Digital Marketing from Advertising, Analytic, Communication.

Email Automation from Mailchimp  email automation form mailchimp

With marketers like us tasked with a multitude of tasks to manage a wide variety of data, campaigns/and sometimes campaigns quickly, trying to understand the digital behavior of our customers leads us to a labor-saving tool. Therefore, Marketing Technology meets this need very well.

Who does Marketing technology affect?

It affects almost all stakeholders including startups, Digital agencies, marketers, Data analysts, Data scientists.

  • Impact on Startups in the Martech market, there is still a lot of potential for growth. There are still few new entrepreneurs in this market. In the past, there have been several successful Unicorn-level Martech
  • Impact on Digital agency and Digital consultant, able to expand services to support system implementation, consulting on strategies for choosing Marketing technology, Data in various formats in various systems, etc.
  • Impact on marketers may have to face the difficulty of using a variety of systems with data in various formats, but it comes with advantages. For example, clearer insights, more accurate measurements, faster campaign creation, more direct access to your target audience.
  • Impact on data workers such as Data Analyst, Data Scientist. In addition to dealing with 3Vs of data (Volume, Velocity, Variety), it also requires the ability to plot cross-linking data. various platforms But it comes with advantages such as having new market research tools, a better understanding of Digital behavior.

Martech companies Acquired by Google

martech acquire by google

Enterprise integration evolution from CX Appeal Enterprise integration evolution

What are the types of Marketing Technology?

Currently, Marketing Technology worldwide has more than 8,000 technologies* But there are different types of Marketing Technology. I would like to classify the technology into the following categories:

2020 edition of the marketing technology landscape from

martech landcape

1. Marketing Analytics, Performance Tracking & Attribution
Marketing analytics and performance measurement technologies can be divided into sub-categories as

  • Digital Analytics: Analysis of both customer behavioral data and advertising campaign data.
  • Social Media Analytics: Analysis of our social media data for both engagement and conversion.
  • Competitor Analytics: Analyze or track competitors across different channels.
  • Heatmap Visualization: A tool to detect customer behavior and visualization.
  • UTM, Link management: Creating specific links to track clicks from different sources.

2. Cloud/Data Integration Platform
Integrated data technology between systems can be sub-categorized as

  • Automate lead is sending Lead information across the system, such as submitting a lead that submits our Facebook Lead Ads to a new Row in Google sheet or to a new Email list at Mailchimp to send Thank you Email. Autoresponder can be returned immediately, etc.
  • Integration platforms as a service (iPaaS) This subcategory is Marketing technology that has developed integration between Marketing technology. However, some have advanced data capabilities. such as the ability to easily define ETL (Extract, Transform, Loader) conditions.
  • Assign tasks, track and score leads, Rule writing, such as when submitting Leads in Facebook lead Ads to create Tasks.

    For example, create an Opportunity in Hubspot and have the sales rep contact the customer within the specified time. Even scoring Leads based on preset conditions. For example, if Lead is from Organic, give +5 points. Another example is that we can set that to change Lead status to Hot Lead if Lead fills in the information that works for the specified department, etc.

Integrate Facebook Lead Ads with Other Platforms by zapier zapier integration

3. Business/Customer Data Visualization Technologies

tableau and Google Analytic
Examples of using Tableau with Google Analytics, Google Ads
  • Data visualization technology or analysis tools render raw data into visuals such as graphs, plots, maps, tables and can be assembled into a dashboard. To help see the report clearly, communicate the same information. Data Visualize tools can be divided into sub-groups according to their capabilities as follows:
  • Data Visualization & Dashboards: This group can extract Dimensions, Measurements and combine them into a visual. It may be capable of calculating data such as aggregation, averaging, creating a trend line, etc.
  • Data preparation: This group focuses on data preparation. such as cleaning, deduplication, aggregation, transformation data, etc.

Tableau Prep user interface


4. Conversion Rate Optimization / Personalization A wide range of user experience technologies such as dynamic message communication, service scaling to suit different customer segmentations, or frontend interfaces and layouts. Even the presentation of related items whose main purpose is to make a higher conversion ratio (Conversion Rate Optimization) or to create a good impression on the product and the organization (Brand Loyalty), etc.

Machine-Learning Personalization จาก AWS

Rules-based personalization

5. Advertising Technology This type of technology is designed to leverage advertising for campaign performance, accurate measurement, and targeted reach. It may be divided into the following subgroups:

  • Social Media Advertising: Advertising through social channels
  • Advertiser Campaign Management: Advertising campaign management such as sending leads across systems, bringing customer data in CRM to customer audience in other media, etc.
  • Data management platform (DMP) where Data Providers open to us to advertise to new audiences through DMP systems, etc.

Fundamental of DMP, DSP, Programatic, Ad server


6. Visitor Identification Software Website visitor identity verification technology, such as converting IP address to city, country, technology Some of them can bring that IP address to enrich that the User enters our website from any company, institution, etc.

3rd Parties Data Enrichment Tools ” leadfeeder ” Let’s us known company of “Anonymous User” that visited our website leadfeeder 3rd Parties Data Enrichment Tools

7. Affiliate Marketing & Performance-based advertising Assisted marketing technology where product owners pay sales assistants based on their performance. such as compensation % of the product price. The duty of the sales assistant is to distribute the products in their own channels, whether blog, social media. Each sales assistant has a unique link. The owner of the product can track the purchases and sales that occur from which sales assistants.

Mechanics of Affiliated  Tracking Concept by Dave Chaffey E-commerce Management book Dave Chaffey’s E-commerce Management book

8. Content Marketing Tools Technologies that help in content marketing can be divided into sub-categories as follows:

  • Content Creation: Quick content creation tools such as creating quizzes, polls, and voting.
  • User-Generated Content: Tools to help control or drive user engagement, such as tools to encourage reviews, rating scores, and building communities.
  • Form Builder: a tool to create forms for both questionnaire and online surveys.
  • Content research tool: A tool to research Idea, Topic, new content writing for both trends and competitors in similar businesses.
buzzsumo content analyzer

Feature Content analyzer from Buzzsumo 

9. SEO tool Search marketing technologies, including Search advertising (Google adword) or Organic Search (SEO). This group of tools can be divided into several subcategories such as:

  • Website Audit, Health check: a tool that monitors the website In various aspects such as checking the internal link for errors, checking the loading speed of the webpage, checking for various meta tags, etc.
  • Google indexation, XML sitemap: tools that are responsible for checking indexing in google, managing sitemap importance, etc.
  • Keyword Analysis: a tool that monitors key keywords including Ranking, Number of Clicks, Number of Impressions, etc.
  • Off-page / Backlink: A tool that detects backlinks from other websites that link back to us.
An example of scanning our website with GTmetrix which can list Factors that cause our web pages to load slowly into parts.

10. Social Media Marketing Technology that helps to make marketing through social media channels more convenient in this group is also divided into sub-categories as follows:

  • Social media channels management: Tools that make it easier for us to manage our channels, including content schedule, content team workload, customer data management via chat box.
  • Social campaign Management: a tool that makes it easier for us to create a hashtag campaign, mention campaign and be able to You can monitor/moderate feed from the Twitter hashtag, Instagram hashtag.
  • Influencer Marketing: A tool that helps manage influencers, either sourcing through marketplaces, importing influencer lists into the system to track performance, or creating digital profiles of each influencer stored in the system, etc.
  • Social media monitoring & listening: A tool that helps brands access consumer sentiment on social media to manage Crisis, collect insights to develop future products and services, or build engagement with older customers.

Social Post schedule from Zoho Social zoho social

11. CRM, CDP, Marketing Automation

Customer Relation Management or CRM is related to “Managed Customer Relation” In typically meaning to “Pipeline management” or the process of 1.reach to new prospect 2. Convince the prospect in consideration stage 3. Close deal or convert to customer

Marketing Automation is How to communicate with prospect in all stages form day1 to be Loyalty Customers & Marketing Automation Platform should be communicate across channels orchestration with marketing automation flow via Email, SMS, Ads, or App Push Notification

CRM, Marketing Automation Tools, I suggest to learn more is Sendinblue, Wisible, Hubspot, R-CRM, Saleforce CRM

Wisible CRM

CDP หรือ Customer Data Platform Customer Data Platform (CDP) is the marketing technology (MarTech) capable of unifying customer databases to a single place.

Here are 6 key elements of Customer Data Platform
1.Marketers and business users: These people can configure the system.
2.The connection between data and various systems: The setup could be done by data experts including Data engineers and data scientists. Then, the business users are capable of managing data for marketing activities like self-service.
3.Collecting first-party data: These data include transactional data from Customer Relationship Management (CRM), demographic data of membership from website database, behavioural data from web analytics and mobile analytics.
4.Capability to connect various third-party data: For example, connecting Ad Audience from different data brokers, event data from the marketing automation system.
5.Capability to connect Personally Identifiable Information (PII) from various channels such as website, POS and Mobile Application
6.Open for data visualization tools to connect with the database and extract data for finding insights.

CDP Platform, I suggest to learn more is Treasure Data, Tealium,
& See more about CDP >> What is CDP – Customer data platform

12. Marketing Cloud Suites Technology produced in packs from the world’s leading technology companies. These technologies are often sold individually or as a feature. Each technology has a different way of dividing modules. But basically, every technology camp has Marketing automation module, Customer Database Module, Analytic Module, Content creator module, etc. Examples of companies with Marketing Cloud Suites are Salesforce, IBM Watson marketing cloud, Sitecore, Adobe, Hubspot, or Pam “Martech from Thailand”.

marketing cloud suites comparison

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