What is Marketing Technology (Martech)

Marketing technology is the term for tools used to help marketers in their work. For years, marketing technology has been mainly used in digital marketing and the optimization of offline marketing channels. However, the industry is expanding due to its first identification as a standalone industry in 2011.

Marketing technology is important for organizations’ efficiency and effectiveness. Marketing automation helps brands cut down on laborious marketing tasks while also getting more done with less work. This is driven by two distinct factors: one is the automation of time-consuming tasks to help you achieve your marketing strategy in a timely, efficient manner. The other is that marketing technology can help you get more done with fewer resources, which is made possible by clever algorithms and advanced data analytics.

Next, marketing technologies can help measure the return on your marketing efforts. So now you know what’s working and what’s not — it’s time to maximize your ROI. For example, if you find that a certain initiative is driving more traffic than expected, you might try to scale it up.

The power of marketing technology is its ability to make brands more efficient. Consider LinkedIn ads, for example. By targeting a specific job title, you can tailor your marketing message to that specific persona. This will increase your chances of engaging with the customer.

Main types of marketing technology


Advertising technology has a wide-reaching effect. It’s the 21st century, and brands need to access audiences that would otherwise be out of reach. They can do this with Google search ads, Facebook remarketing ads, or LinkedIn job targeting.


Analytics are the cornerstone of the marketing technology stack. Analytics can be standalone or a feature of an external product. Google Analytics, for example, is a standalone analytics tool. Or an online retailer might use Amplitude Analytics, which provides content and ROI analytics within the DAM.

Content management

What’s the point in creating content to sell your product or service if you can’t find it or distribute it quickly enough? Getting an effective digital asset management system is crucial to taking full advantage of opportunities created by branded content.


Marketing efficiency is key. Engaging customers is a critical aspect and CRM is an effective tool for retention. With CRM comes the power to retain value from your existing customer base, increase ROI, and generate more value from your customer base.

Social Media

If you’re running multiple social media accounts, choose the right software for the job. TweetDeck lets you manage all of your Twitter accounts from one easy-to-use dashboard. That way, you don’t have to go back and forth between different social media sites to find and resize images for each account.