It has become increasingly essential to combine technology with the most diverse areas of the company. In marketing, technology directly impacts processes, as well as strategic decisions.
In addition to offering agility, it is an effective resource for connecting brands to new consumers.
In a highly competitive market, corporations seek tools to maximize results. To achieve this, the correct measurement of digital marketing ensures more significant results.
Only with concrete data can we demystify the idea that marketing is just a creative sector of the company. After all, it is an area that actually studies the market. And for this reason, technology, together with marketing, gave rise to the term Martech , which we will explain in more detail below. Follow along with us!
What is Martech?
It is a concept that emerged from the special database of the words Marketing and Technology , and is used to indicate that Martech uses two areas of knowledge to offer innovative services.
This terminology -tech began to be widely used with the strengthening of startups. Since these companies have a technological base, they use the abbreviation -tech to define their main segment of activity. This is the case with fintech (finance), salestech (sales), healthtech (health) and so on.
In the marketing segment, it was no different. Martechs are companies that use technological potential to ensure that marketing strategies reach peak performance and the performance of professionals in the area is optimized.
But is it really necessary to combine technology and marketing?
We can contextualize this subject a little more.
Everyone remembers the pandemic we are the quality of the food offer through, and how it accelerated digitalization. Even the famous street markets suspended their activities during that period. Small producers and artisans had to use the internet to communicate with customers and sell their products.
According to the Twilio report, between 2020 and 2021, companies’ communication strategies advanced by 6 years, driven by the growing digital transformation.
The chaos of the pandemic is over, but consumer habits have not returned to the same. People are more online, which forces companies to be connected as well. The issue is that now each brand is looking for its space in the virtual environment. It is up to marketing to adapt to this new consumer profile. And it is not an easy task.
Synergy between Martech and Digital Marketing strategies
As we have seen, the presence of philippines numbers in digital marketing is no longer a trend, but a reality. For 94% of Latin American companies, social networks are the preferred channels for brands to interact with customers, as indicated by the study by NTT DATA and MIT Technology Review.
In this context, the solutions offered by martech come into synergy with digital marketing strategies, offering digital and artificial intelligence tools to automate processes, make improvements in customer service and analyze data in real time for decision making.
Next, we will detail two of these items.
Improved customer service
Imagine that you really want to buy a product. You put it in your cart, but you were left with a lot of doubts about whether the product met your needs. You closed the page and decided to research more about it later.
Some time later, the company contacts you to ask what questions prevented you from completing the purchase. You clarify your doubts and discover that the product is even better than you imagined. Perfect, right?!
This scenario is as interesting as it is real. After all, with technological infrastructure, martechs can analyze consumer browsing, find out at which stage of the journey they stopped and get in touch. In addition to improving customer service, the tools allow users to map their preferences.
And it doesn’t stop there. Chatbots, another technological tool, make this first contact, speeding up and improving the brand’s relationship with the consumer.
Another interesting point is relationship software, or CRM. It allows you to better understand and serve your customers by integrating with marketing platforms, sharing data and improving the consumer experience.
Real-time data analysis
In the digital universe, a large volume of data is provided at all times. Knowing how to collect, qualify and process the information obtained is essential for those who want to keep up with digital transformations.
After all, the costs of carrying out this process, including data storage, are quite high. Do you know the saying “time is money”? So, knowing how to direct data correctly (involves costs and money) and making accurate decisions based on this information (in the shortest time) are complementary combinations.
However, for martech, data analysis is not just about putting an end to long and inefficient bureaucratic processes. Monitoring information paves the way for new experiments, rapid learning and hypothesis creation, which are the basis of agile thinking .
