5/30/2023 0 Comments Tech stacks![]() ![]() Search engine optimization (SEO) - SEO is often a key strategy for driving organic traffic to your website by ranking higher in search engines such as Google, and often pairs well with content marketing strategy.The CRM will track all customer relationships and can provide insights on how marketing campaigns influence sales pipeline and customer growth. Customer relationship management (CRM) - typically an area of focus for B2B marketers, a CRM can track marketing attribution when supporting a direct salesforce.Digital asset management (DAM) - Similar to a content management system, in that it stores content, but typically focused on keeping track of and authoring static assets like images, documents and video.Social networks such as LinkedIn and Facebook are also a key part of the ads landscape, and many have paid advertising options available. Social media - technology to monitor social activity and make social engagement easier can help maximize the impact of this marketing channel.There are many other channels that might require different levels of investment, depending on whether your marketing strategy is more aligned with B2C or B2B, and your business strategy. Experience optimization - this includes A/B testing and personalization software, or programs that allow marketers to take action on their analytics to make their marketing campaigns more efficient.With the growing popularity of virtual events, conferences and webinars, it's important to have the right experiential marketing tools to manage these events. Experiential marketing - experiential marketing, also known as event marketing, is an important aspect of marketing for many companies.In more advanced cases, a data warehouse can pull together data from a wide array of systems to make it more accessible or use content intelligence to provide insights on content performance. Most marketers will have website analytics and their own business analytics tracked in either homegrown or third-party tools. Insights and analysis - at a broad level, marketers need to be able to access their data to measure digital marketing activity.Sometimes, email is a capability that comes built into a marketing automation or inbound marketing platform. Email - a key customer communications channel that all marketers need in their toolkit.Most will use a combination of SEM (search engine marketing), display ads, retargeting, and ad tracking or attribution software. Advertising technology - this space is vast, but advertising is a key customer acquisition technique for marketers.Content management system (CMS) - technology that powers a website, blog, or other relevant web properties where marketers want to engage their customers.Both B2C and B2B marketers should consider these technologies essential: When assembling a marketing technology stack, it’s important to know which technologies are foundational, and should be put in place first. B2C and B2B marketers will use different channels and techniques to acquire customers, and will have varying technology needs as a result. A key difference is whether your business sells its products or services to consumers (B2C) or to businesses (B2B). The type of business you have will also impact which technologies you might find important, and how they should be organized. Components of a marketing technology stack With so many choices, it’s essential for marketers to have a clear understanding of which technologies are most fundamental to their business goals and to understand how technology can help them positively affect their business. In a recent survey of CMOs, 27% were concerned with staying ahead and taking advantage of these digital technology trends (Source: Korn Ferry). The marketing technology landscape is rapidly evolving, with hundreds of different software technologies crowding an ever-increasing number of categories. Why marketers care about their marketing technology stack Often, the focus of marketing technologies (aka "martech") is to make difficult processes easier, and to measure the impact of marketing activities and drive more efficient spending. A marketing technology stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. ![]()
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