Without technology, what are we? This is a reasonable question, given our digital world and the celebration of technology.
We could indeed live without it individually, but it is a necessity for businesses.
Technology allows you to automate and track your marketing efforts.
It is essential to have the right Martech stack. But what exactly is Martech? What tools are you going to need to optimize your marketing?
What is Martech?
Martech is a combination of technology and marketing. It encompasses many tools that use technology to help organizations achieve their goals and increase efficiency. These platforms allow for better content workflows, simplified campaigns, data collection and analysis, and automation of specific tasks.
Website analytics is a must-have for every business. These data sets are necessary to determine what content on your website is most popular with users. This can be done a lot of times with Google Analytics. If GA is confusing, other tools can capture this information. These are some alternatives:
Content Management System
Your CMS is the central hub for website content publishing. There are many choices, each more user-friendly than the others. WordPress has the most popular and offers an intuitive interface. Wix, Squarespace, or Joomla are all options you can use to break the norm.
Customer Relationship Management
Every business needs a customer relationship management system. It is where prospects and customers are stored, and you can track their interactions and behaviors with your brand. There are many options, depending on your budget and specific needs. Typically, enterprises will choose Salesforce. Other significant players in this space are HubSpot and Zoho. Marketing Automation Tools
Marketing automation tools have become the most sought-after destination for marketers. These powerful platforms often combine multiple devices. They help with personalization, email marketing execution, social media publishing, and many other tasks. They automate tasks that don’t require human intervention.
According to a 2019 State of Automation survey, 75% of all companies use marketing automation tools.
What are the possibilities with marketing automation platforms? Every platform has its own unique set of modules. These are the most common features of most venues.
Email automation: You can set up different campaign workflows for your audience. These include autoresponders, nurture emails, and triggered events. Other routes can be taken depending on how the recipient behaves (opening an email, downloading an asset, clicking on an email).
Social media publishing: You can schedule posts on most platforms, but you cannot manually publish to them. (Facebook is an exception). This is not feasible for busy brands. These tools are used by many to schedule posts ahead of time, respond to comments, track followers’ behavior and manage social media ads.
Personalization: These features use artificial intelligence (AI) to provide the best experience for visitors. This could be geo-specific content or recommendations based on previous viewing sessions.