MarTech 101: Breaking Down Marketing Technology


Data Dwell will be exhibiting at next February’s Marketing Show North.


The field of marketing technology (MarTech) is littered with digital terminology and is full of complexities.

It’s a relatively new term that encompasses a whole host of features and definitions.

We’ve compiled a guide for marketers looking to increase their tech footprint, with all the information you need to understand MarTech.

What is MarTech?

MarTech is a rapidly-emerging and increasingly popular area in the marketing and tech industries.

Simply put, MarTech is the combination of the two. It’s any and every piece of technology employed by a marketer to reach a potential customer.

Typically, this includes social media marketing platforms, email marketing systems, PR databases and much more.

Basically it’s the utilisation of technology to streamline marketing processes and improve results.

What types of MarTech are available?

Marketers need digital tools that help them to reach online customers, automate time-consuming tasks and aid data-driven decisions.

There are 5 primary types of MarTech, though more are constantly being developed and expanded:

  1. Web analytics – these services analyse the behaviour of site visitors and offer data that can be used to attract and retain customers. Many web hosting platforms or marketing software have built-in analytics to help you track the impact of marketing activity. Google analytics can be used to unite all of your marketing efforts into once place, to see big picture results.
  2. Programmatic advertising platforms – automates the process of placing advertisements on websites and apps. It uses algorithmic software to bid and buy advertising space in real time, based on your defined parameters. It helps you reach a wider audience in a more cost-effective way.
  3. Customer Relationship Management – CRM has moved into the digital sphere and benefits users through the power of automation. CRM technology streamlines contacts, interactions and desired outcomes to help companies manage their leads and build customer loyalty. Businesses can see an increase in the efficiency of communication with customers through scheduled social media posts, targeted emails, text messages, and more, with staff saving time and improving their efforts via automated systems.
  4. Content management systems (CMS) – are used to create and manage digital content. They help marketing teams speed-up the publishing of new content and the re-utilisation of older content. Strong CMS systems make it easy for staff to share content across multiple platforms and rank well in search engines.
  5. Digital customer experience platforms – developed from content management systems, these platforms implement many more functionalities to further enhance the customer experience. They may include technology to personalise and focus content more effectively or automate the sharing of relevant content. Sales Enablement plays a key role in helping marketing and sales teams work together to deliver the most useful and most effective content to customers, and thus give them the best possible experience when they interact with a business.

Why is MarTech used?

The field of engagement between businesses and customers is no longer situated in the physical world – buyers are now primarily found online. Reaching them is more difficult, as buying habits change and behaviour shifts to make use of technology at their fingertips.

This means there is a high demand for tech services that help to propel marketing into the digital age, alongside their customers. Technology that helps marketers reach potential customers in the most effective way (ideally saving time and money).

A number of digital marketing services have been recently developed to shave away at the complex layers between the advertiser and the recipient in online spaces. In addition, software can help to cut away repetitive duties such as email marketing and mass communications, reducing the time and effort required by marketing teams.

Is this related to AdTech?

While AdTech concerns itself with placing, buying and selling ads, MarTech solutions build, manage, deliver and optimise campaigns.

The advancement of technology in modern-day marketing is even seeing artificial intelligence (AI) being implemented across products. For example, in 2017, AI was used to help predict and refine the best times to send out marketing emails.  

Can MarTech help my business?

At Data Dwell, we are passionate about innovative strides in content marketing. MarTech is an incredibly essential element to the marketing mix and its necessity will only continue to grow as the new year approaches.

We believe essential marketing technology like Digital Asset Management and Sales Enablement software can be a huge benefit to businesses big and small.

It can help you streamline current processes, improve the efficiency of your team, target leads more precisely, and convert more prospects into paying customers.


Learn more about DAM and Sales Enablement, or get in touch with our team to see exactly how our MarTech could help improve your marketing results.