What is marketing technology?

These tools have become more and more important in the modern marketing landscape because they enable companies to manage and analyze large sets of data that can then inform their approach to best reach their target consumer groups.

Essentially, martech enables companies to streamline their marketing activities through automation and gain key insights that can influence the way they put together marketing campaigns and other promotional efforts.

Here are some details on the main types of marketing technology:

• Automation tools

Automation tools are used by companies to perform repetitive marketing tasks. This includes tasks like email campaigns, lead nurturing, and lead scoring.

• Customer Relationship Management (CRM) systems

A customer relationship management system is a management and analysis tool used for company-to-customer interactions and data collection to improve customer retention and overall engagement.

• Content Management Systems (CMS)

Content management systems are used for the publication and management of digital marketing content. This includes items like online videos, social media posts, blog posts, and other forms of digital marketing.

• Analytical tools

There are many different analytical tools available to marketers that help them track and analyze social media engagement, company website traffic, and other key performance indicators (KPIs) that can be utilized to improve or enhance a company's overall marketing performance.