“Uhn? MarTech? What’s that?”
I was intrigued when I heard the term “MarTech” for the first time. My interest grew even deeper when I found out it is basically the professional intersection of marketing and technology. So basically, MarTech is a term to explain when technology assists your marketing goals. It is generally used in the digital marketing space, but also to enhance offline marketing.
Do you ever find yourself in positions where you can’t figure out what you want? But you know exactly what you do not want? That’s how I ended up with two completely unrelated degrees. Or so I thought at the time. I have spent so much of my professional life figuring out how I could integrate my bachelor’s degree in computer science with my masters’ education in public relations. When I knew programming wasn’t for me, I made the switch and have been stuck with explaining my rationale to family, friends, and even companies during job interviews.
My interest grew even deeper when I found out it is basically the professional intersection of marketing and technology.
My determination has remained to build a career in the marketing and corporate communications industry as I found it to be where my skills are most useful. This led to beautiful experiences and substantial knowledge from different jobs in integrated communications and even events. At some point, after thinking deeply on figuring out ways to add my tech background into the mix; I came across the term MarTech, read up on it, and had a eureka moment.
So basically, MarTech is a term to explain when technology assists your marketing goals. It is generally adopted within the digital marketing space, but also to enhance offline marketing.
I have practically been in the MarTech space all through this whole weird phase of my professional life where I’ve been trying to figure things out but just did not have the words to explain it. Heads up! If you aren’t in the marketing space, the next few paragraphs might sound confusing.
The technology side of it is driven by digital tools within these main categories: content marketing, rich media, social media. They also include marketing automation, advertising, sales enablement, and analytics platforms. Now each one of these categories is subcategorised into techniques that are either focused on one key aspect of marketing solutions or a suite of solutions.
For example: Rich media tools can be subcategorised into video marketing platforms, graphic design tools, video editing tools.
Social media tools can be subcategorised into social marketing tools, social monitoring tools, influencer tools. This goes on and on for each category; with various software platforms providing solutions (SaaS) to either (Point) one marketing solution or a Suite of them.
i.e Microsoft offers a suite of products with Word, Powerpoint, Excel e.t.c. While Canva offers a point solution for graphic design as a standalone product.
The technology side of it is driven by digital tools…..
A MarTech Stack is a collection of tools used by professionals to gain clarity on the problem-solving approach and to strengthen their marketing activities for a successful funnel. Because there are thousands of different tools available, it is important to build a stack of compatible tools and the exact fit for solutions.
The role technology plays in assisting marketers has been very obvious through the years. I have found myself doing a lot of self-learning to keep up with the industry as I am still trying to find a stable ground for my career. After I digested this information a lot better and read more on “Martech”, I decided to come up with my own MarTech stack.
You will typically find big companies or seasoned professionals with a detailed stack. However I designed a one based on tools that I currently use, ones that have worked for me on past projects, and based on knowledge and skills. Though I am still on a learning journey and I might not be in every corner of the MarTech world yet but I’m quite excited about the learning process.
A MarTech Stack is a collection of tools used by professionals gain clarity on the problem solving approach and to strengthen their marketing activities for a successful funnel.
I’d also definitely want to learn more tools for marketing promotions. I cannot wait to expand my skills and start using tools like more professional tools like SalesForce and HubSpot. My career might not go in the direction of a lot of coding and programming but I believe that I am still making the most of all my degree in computer science.
I have a strong feeling that the stages and tools will change over time. This is something that I definitely will revisit on an annual basis for updates based on new releases, versions, and wherever my learning journey takes me. I’m also finally glad that I have a word to describe my career niche. I am so eager to find myself in a team of other professionals where we can grow and optimise our MarTech stacks.
Can you also share your stack of tools if you are in the MarTech world? I can go into my decision and experience with each tool in a future post.
Like this post for a Part 2 of more details on my experience with each tool.