MarTech isn’t meant to replace marketing

MarTech isn’t meant to replace marketing
Mar 20

Jackie Stierlin

Employee Experience

Customer Experience

The advent of different types of technology has changed how businesses use marketing and the ways that consumers are engaging with businesses and their marketing. The development of new marketing capabilities and new information technology capacity intersect in MarTech, bringing together the potential of both areas to reveal new possibilities. But, MarTech is meant to work with marketing not to replace it.

The birth of MarTech

Recent developments have made MarTech possible. Cloud computing infrastructure has become accessible, software for businesses that want to use MarTech tools are more affordable and platforms have become more widely used resulting in more available data. This means that more businesses use tools previously available to a small group of companies.

A new era for marketing

Forward-thinking businesses must engage with customers and the platforms they are using to inform their strategies. What channels are experiencing growth and why? New technology has not only increased the capabilities of marketing but also provides more data to measure and identify what is working. Marketers can then look at the technical infrastructure that they require. This is where MarTech comes in, a combination of marketing and technology, it makes use of the new tools and data available to improve marketing campaigns.

New technology creates new ways to market

Digital marketing has grown beyond having a website, Scott Brinker, editor of, points out that marketers not only manage landing pages, microsites, social media outposts, mobile apps and dynamic ads, they also make use software including: “web applications, widgets, Facebook apps, iPhone apps, Android apps, interactive ads, the semantic web and even the connected features of your products are now part of the marketers realm.”

The challenge comes in knowing how all the different pieces of the puzzle fit together. In adapting to new marketing methods and incorporating technology in a way that benefits your business. You may also need to consider whether a different kind of marketing management is required.

The importance of being agile

Being agile is crucial to today’s businesses. Scott Brinker says (in this McKinsey & Company Interview) that marketing departments can learn from the IT community when it comes to being agile. “The essence of agile – transparency, quick feedback loops, distributed leadership further down in the organization, shorter cycles of action at greater frequency – is exactly what marketing needs to harness the potential that marketing technology has to offer.”

We can help

What was once a new and experimental approach to marketing has now become the most profitable, testable and customisable method. Digital marketing is a set of tools, strategies and technological principles aimed at hyper-targeted messaging and brand positioning for a maximum return on investment. Download our digital marketing brochure to see how our digital marketing strategy and implementation process work.

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