The Marketing Technology Landscape graphic lists 8000 tech tools for marketers, a drastic increase from 3800 in 2016. As a result, marketing technology, also known as MarTech, is one of the essential parts of the industry today.
MarTech refers to marketing teams’ software and digital tools to achieve their marketing goals and objectives. The marketing technologies a business uses depend highly on whom they are marketing to. For example, a company that sells its products and services to other businesses will have differing marketing technologies than a business that markets to consumers.
Marketing technologies have had the most significant impact on the speed, relevance and reach of campaigns, meaning that industries must stay up to date with technologies or risk falling behind their competitors.
What is a Tech Stack?
A tech stack can be visualised in a pyramid, with the bottom presenting the low-level tech components and the top featuring the high-level frameworks and tools used in your stack. When selecting a tech stack, it is essential to consider your marketing goals and the requirements of your project and then choose the tools that will allow you to achieve this best.
What is a Tech Stack used for?
A tech stack is intended to maximise your company’s efficiency, security, productivity and performance during development. An efficient tech stack allows you to express many details concisely. It can have the most significant influence on how your app, website or service you will run.
Using the right technologies could save you millions in the long term. Tech stacks make work easier for developers and businesses as it allows for quicker data-based decision-making, assist creative, innovative products and help drive the digital revolution. Tech stacks improve a company’s ability to provide customers with a comprehensive experience with a product, site or service that’s easy to use.
Tech Stacks for B2C Marketers:
Tech stacks are a vital part of B2C marketing. Marketers use them to optimise their service performance. They allow marketing teams to keep all their data and tools in one place, improving their efficiency and use of budget. They no longer must waste time transferring information from one place to another or switching between different tools.
In addition, a technology stack allows businesses to quickly analyse the performance of their campaign performance and create a more personalised experience for their customers.
There is no size fit for tech stacks in the marketing industry, as all businesses are different and have their own needs, wants, and means of achieving them. However, there are three critical stages of marketing stacks that B2C marketers can follow. These attract, engage and optimise.
Attract: All B2C marketers want to gain traffic and attract their intended consumers. Many technologies can help you with this, such as Google Ads, Demandbase, Unbounce, Sprout Social, WordPress CMS, Ahrefs, Wistia and many more. All these technologies have pros and cons; it’s up to you to decide which one best fits the means of your campaign.
Engage: Once you have attracted potential consumers, it is essential that you keep them engaged with your marketing strategies. These can be achieved using several marketing technologies such as Intercom, Clearbit, Marketo, HubSpot, Dotdigital, Activecampaign, Encharge, Knack, Outreach and more.
Analyse and Optimise: As a B2C marketer, it is essential that you analyse how your campaign is tracking throughout and be able to optimise any changes that need to be made to ensure you achieve your campaign goals. Businesses can use several technologies to accomplish this, including Google Analytics, Tableau, LeanData, Segment, Heap and Hotjar.
All marketing companies have their own unique campaign goals, target consumers, brand identity, brand positioning, budgets and more. With an extensive range of marketing technologies available, it is up to the business to elect the technologies that best align with their needs. Therefore, B2C marketing companies should select a range of marketing technologies that attract, engage, analyse and optimise to construct their tech stack.
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