Major Channels – This top layer includes the many channels through which marketers carry out marketing strategies to engage their target audience, such as email, mobile, social, television, print, websites, and even kiosks.Note that these technologies all require content in some form. Prototypical Marketing and Sales Services – These technologies rely on the layers below to streamline the execution of specific functions, such as e-commerce management, content delivery networks, online video platforms, and self-service portals.Major Marketing Technology Platforms – These technologies include other foundational components, such as digital asset management, marketing automation, social media engagement, and web content management, that fuel higher-level technologies and services. Enterprise Data Foundation – This foundation consists of business intelligence, analytics, and customer and product data.These layers include (from the bottom to the top): Aligning MarTech with the Enterprise Digital Marketing ArchitectureĪccording to Theresa Regli, a digital asset management expert with Real Story Group, the MarTech Stack can be best understood in the context of the four technology layers in the enterprise digital marketing architecture. The suite of tools a company leverages for marketing processes is known as the MarTech Stack. MarTech tools are used to automate or otherwise streamline marketing processes, collect and analyze data, and provide various means of reaching and engaging with your target audience. MarTech, otherwise known as Marketing Technology, is the term for the software and tech tools marketers leverage to plan, execute, and measure marketing campaigns. Let’s take a closer look at MarTech and its impact on the marketing field. The blended name concept is one that has cropped up in other sectors as well, such as DevOps (Development Operations), a term used in the world of software development. Marketing is a function that relies increasingly on technology, and as more technology tools emerged to meet the needs of modern marketing, these Marketing Technology tools have collectively become known as MarTech.
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