I need a discussion done for week 6 Marketing in a Global Environment

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JWI 518 – MARTECH Notes (1204) Page 1 of 3

“MARTECH” – A DEEPER DIVE INTO MARKETING TECHNOLOGY

What Is Martech? Digital marketing is highly dependent on Marketing Technology, or Martech, for short. Martech is simply a reference to various software tools that marketers use to plan, execute, track, measure, and analyze marketing campaigns. In this set of notes, we will explore the top Martech platforms and tools to provide a brief introduction to the topic. For a start, it is important to understand why Martech is critical to marketing success. In today’s digital world, technology is fundamental to marketing. All marketing in a digital environment uses some form of marketing technology stack to analyze the data that is generated from marketing campaigns. A marketing technology stack simply refers to a group of technologies that marketers use to manage and improve their marketing activities. If your marketing plan includes digital approaches such as social media marketing, content marketing, email marketing, or search engine marketing, then you need to know about Martech. It will provide you with the data that you need to adjust and adapt your tactics, so as to identify your target customers. It will also help you to align your messaging to your target customer’s needs and wants, in order to drive sales of your company’s products and services. According to research from the marketing technology website, chiefmartec.com, there are 7,040 individual marketing technology solutions available to marketers. Luckily, you do not need to know all 7000+ solutions! However, most successful marketing teams at modern companies do invest in specific, must-have Martech tools. Key Categories and Providers of Martech Here is an overview of the key categories of Martech tools, with the names of some of the top providers in each category. This information is taken from the website, gotomarketers.com. Advertising and Promotion

Advertising platforms and tools are a crucial element of the Martech stack. They are used to streamline paid advertising efforts in search engine marketing (SEM) campaigns, social media ads, and programmatic advertising using automation tools.

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JWI 518 – MARTECH Notes (1204) Page 2 of 3

SEM is the process of gaining website traffic by purchasing ads on search engines. SEM tools are used to research keywords, monitor competition and manage campaigns. Providers include Google Ads, Microsoft Advertising and SEMrush.

Social media advertising tools are similar to SEM tools, but they are designed to help marketers manage social media ads specifically. Providers include the Facebook Ads Manager app (for iOS and Android), StitcherAds and AdEspresso.

Programmatic advertising is a fast-growing industry. Traditionally the whole ad-buying process – managing bid rates, allocating budgets, negotiating prices, etc. – was managed by humans. In programmatic advertising, Artificial Intelligence (AI) is put in charge. Essentially, these tools enable the automated buying and selling of online advertising, as well as automated targeting of specific audiences and demographics. Providers include SmartyAds, Simpli.fi. and AdRoll.

Content Marketing

According to the Content Marketing Institute (CMI), “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.” There is a range of crucial technologies in this area, including content management systems (CMS), search engine optimization (SEO) tools, landing page tools, and marketing automation and lead management platforms.

CMS are essential systems for publishing content on the Web and they are used to host an organization’s website or blog, as well as to write, edit, and publish their content. Providers include WordPress, SilverStripe and Drupal.

SEO tools are used to rank your website higher in search engine results pages (SERPs), improve its status, and generate more traffic. These tools gather data on keywords and competitors, conduct SEO site audits, and provide backlink analyses. Providers include Moz, Ubbersuggest, Google Search Console and Keyword Planner.

Landing page tools enable you to build landing pages quickly and easily – often with a drag-and-drop interface. They usually provide A/B testing functionality, allowing you to test which version of the landing page generates the most favorable results. Providers include Unbounce, Instapage and Landingi.

© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University.

JWI 518 – MARTECH Notes (1204) Page 3 of 3

Marketing Automation tools and platforms enable digital marketers to automate various marketing tasks, helping them to communicate with the right leads at the right time – including on mobile. Marketing automation is a broad category, so the providers below are separated into the sub-categories of email marketing, mobile marketing, and more generalized marketing automation:

• Marketing automation software: HubSpot, Marketo, Pardot, Eloqua

• Email marketing tools: MailChimp, GetResponse, Campaigner

• Mobile marketing platforms: LeanPlum, CleverTap, Swrve Social Media Marketing

Social media marketing connects your audience and promotes your brand across social media channels, including Facebook, LinkedIn, Twitter, Pinterest, Instagram, etc. Social media Martech tools are valuable in managing and scheduling campaigns, tracking conversations with consumers on social media, and tapping into the power of influencer marketing.

Social media management tools are designed to automate scheduling and posting and to provide analytics for campaigns. Providers include Hootsuite, Buffer and Sprout Social.

Social media monitoring tools help marketers track all interactions with prospects and customers on social networks. These tools also track the competition and industry trends. Providers include Brandwatch Analytics, TweetReach and Digimind.

Influencer marketing is the process of gaining endorsements from industry influencers – i.e., people and organizations who are considered industry authorities and have a large influence in their respective fields. Influencer marketing tools are designed to help you find and connect with these thought leaders and influencers. Providers include BuzzStream, NinjaOutreach, BuzzSumo and FollowerWonk.

The use of Martech tools is essential for success in digital marketing. The implementation of the right mix of tools from the technology providers described above can have a significant impact on the way your marketing team connects with their target audience. Martech tools enable you to move quickly and effectively, to influence the consumer’s buying journey, from awareness to purchase to advocacy, through key behavioral insights based on data analysis.