Marketing Technology

We would love to help you build your Martech software list correctly and become a skilled sailor. We will help you evaluate all the solutions following the requirements of your business, budget, team expectations, goals, and priorities.

 

What is Marketing Technology (Martech) and why you need it for your business

In the words of Scott Brinker, “Martech applies to major initiatives, efforts, and tools that harness technology to achieve marketing goals and objectives.”

A customized and dynamic Martech stack is a must for your company’s marketing success. Without a proper set of Martech tools and initiatives, your online strategy is non-existent and you might as well stay fully in the offline world. 

 

With the focus on the future

Martech keeps getting smarter and is permanently evolving. For a better feeling of the grandeur and importance of marketing technologies, we invite you to take a look at the Europe Marketing Technology Supergraphic by Scott Brinker. There are 3647 marketing solutions on the European market today — which means your competitors are most likely using some of them already!

What is a Marketing Technology Stack?

Martech keeps getting smarter and is permanently evolving. For a better feeling of the grandeur and importance of marketing technologies, we invite you to take a look at the Europe Marketing Technology Supergraphic by Scott Brinker. There are 3647 marketing solutions on the European market today — which means your competitors are most likely using some of them already!

Content and Experience

This category was the beginning of Martech. It includes tools to simplify and automate the following activities: search engine optimization (SEO), content creation, marketing and automation, content management systems (CMS), landing pages, email marketing. Among the most popular content Martech tools are WordPress and Hubspot.

Advertising and Promotion

Tools and strategies for paid advertising fall into this category, also called Ad Tech. Here you will find software and tools for social media advertising, native advertising, paid SEO, and also PR tools. You might have heard of Launchbit, AdSupply, and others. The goal of Ad Tech tools is to elaborate ads and promotions with high ROI, making sure your ad budget is well spent.

Commerce and Sales

This category encompasses software that automates the sales process, sales intelligence, affiliate programs, e-commerce, and customer management among many other things. Martech tools for sales have immensely optimized the work progress of both sales and marketing teams, delivering data on returns and customer experience. The largest player among commerce and sales Martech software tools is Salesforce.

Data

Without data knowledge and analysis, a company cannot make any predictions or adjustments regarding its product or service. The more the customer database grows, the more information there is to gather and deliver priceless insights on the actual customer experience. Marketing Technology tools from the data category allow to assemble, visualize and analyze data, and draw precise conclusions for changes, iterations, and further development. Among the most popular Martech data tools, you can find data management platforms such as Oracle DMP and Adobe Audience Manager.

Social and Relationships

Connecting with existing customers to increase fidelity and establishing a connection with potential customers gets easier thanks to social Martech tools. Instead of keeping up with the permanently booming social media market, you can add proper social and relationships marketing tools to your stack. It can be Mailchimp for email marketing, Later to schedule and optimize your Instagram posts, software for automated replies on various messenger platforms, or Brandwatch for a better understanding of customers all over the world.

Management

While the above categories deal with your business’ customers mostly, the management Martech tools are here to optimize the processes within your company. These tools aren’t used for marketing directly but they manage the work of those who work on marketing in terms of time management, organization, deadlines, tasks, and communication. A lot of businesses go with tools like Asana or Conceptboard to get the team members on the same page.

With the arrival of AI, marketing campaigns and practices are becoming more and more personalized towards the customer.

FAQ

Prototyping is a process where you can test an idea or a product by creating a prototype. It is the first phase of creation which allows fixing things on a small level before the grand product release.

It is a process where the software team builds a functional prototype with the main basic features. It is a simulation of the future product which the users can review.

Because it allows us to quickly test different features and ideas on a real product with real insights, not in theory. You get a product experience without the release of the actual product, preparing the software to be tailor-made for the ideal user before hitting the market.

The main advantages of rapid prototyping are time, cost, feedback beforehand, and the possibility to see the almost-final product before the release. The prototype is created quickly, it saves a lot of money in the long run and you get data on a functional simulation of the future product.

Given the speed of rapid prototyping, one may assume that insufficient analysis is one of them. Users’ subjectivity maybe another — it is important that the test groups keep in mind that this is not a final product, it is something that needs to be improved. What could also be an obstacle is that if there are really a lot of features in the final product, it gets harder to include all of them into a prototype. However, all of these disadvantages can be easily avoided when working with a skillful team.

A wireframe is a representation of a user interface, with minimum visual elements, and without any branding. When wireframing, you show the content to the user and analyze his journey.

The validation of the idea during rapid prototyping should result in a consensus between all the parties involved. As long as all the iterations have been made and every member of the team is happy with the process, the prototype can be considered as validated.

As realistic as possible, to test real user experience on the simulation of the future product.

Prototypes are used to test user behavior within a product. They are used to validate an idea within a limited group of users before releasing the solution to everyone.

You release the solution to smaller test groups, with different people. After a defined period of thorough testing, you analyze the retrieved data. If the feature turns out to be working for the future product, you validate it. If it is not the case, you pivot and restart the process.

Our work example

Bittiq is the latest innovation in fin-tech. This app analyses your bank account, categorizes, and analyzes how users spend their money. The app can also see where you can save money and which subscriptions you can get cheaper. Moqod developed this app together with Bittiq for Bunq, the first online-only bank in the Netherlands. It will be available for other banks as well.

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