MarTech

You might be wondering what is MarTech, is this another one of those confusing abbreviation for some very technological term? Actually it isn’t, MarTech is short for marketing technology that specifically applies to major technological initiatives and tools utilised to achieve marketing goals and initiatives.

A marketing technology stack is the group of technologies used by marketers to execute, analyse and improve their marketing across the customer lifecycle. Throughout the years its space has been booming, it has been estimated that in 2011 only 150 companies were listed and now almost 5000 companies have already joined this landscape.

So what type of technology should you and your organisation consider build up your own stack with so many options out there? The thinking process actually isn’t that hard and it can be simplified into three stages.

The first stage is to ATTRACT, across all industries it has always been extremely competitive to generate attention and traffic towards your site. So what can be done?

Google Ads

When people have questions they search on Google and what’s shown on the top of the page are advertisements related to the content. By purchasing Google Ads you will be able to directly target customers with specific areas of interest and decide how much you are willing to pay.

Unbounce

Have you ever wondered why there is a high bounce rate even when your advertisement is so visually appealing that everyone has clicked through? It might be your landing page, is it generic or plain, this could all be the reason why you have lost potential customers. What Unbounce does is to utilise the A/B testing and allow users to quickly build aesthetically pleasing landing pages to keep the customers.

Wordpress

It allows users to build all types of webpages with basic framework to choose from where everyone is welcomed to give it a go and the level of experience doesn't matter.

After the viewers or customers have been attracted you want to ENGAGE with them to create a long-term relationship.

HubSpot

This platform offers a wide range of functions to let users automate marketing process such as creating a marketing campaign or reaching out to the correct customer segment all in low cost. It can be particularly useful for small businesses who don't have as much financial power as large firms.

Marketo

A similar platform like HubSpot but for those who are trying to grow and scale-up their business, as it can effectively reach out to customers in more specific segments.

With everything that is going on and all these data you have collected, organisations need to make the decision about what to do next and what should be included as this will influence your future strategy. Don’t worry too much, there are so many ANALYTICAL tools for you to choose form and take the stress away.

Google Analytics

This tools will allow users to know where the website visitors are coming from, what sources they have used, which content they have looked at and how long they stayed. All these aspects provide valuable insight into the customer’s purchasing behaviour and all organisations to tailor more towards it.

Optimizely

Users can create variations of the existing websites with A/B or multivariate testings and investigate how customers have responded to each option. Compared with other tools it is simple to use as it doesn't require coding instead it lets users to choose what they want and present the results.

Though we have provided you with some examples of tools that you can employ to your own stack, it is also important to remember that the technology you choose need to align with the strategy and work for a better result.