What is martech and how does it operate?

Technology contributes to human prosperity and economic development, being prevalent in science, communication, medicine, daily life and so on. Appears in tools you probably use routinely, like software. But it also has a role in business marketing, symbolized by the concept of “martech”.

Companies that adhere to the concept are able to optimize their strategies and campaigns. Martech is the term that combines “marketing” and “technology”. Still, adherence to the concept can lead to some challenges. For example, selecting the right platform, changing the company culture, selecting the data, and so on.

The martech involves using data to create good campaigns, analyze software features and work as a hybrid idea of ​​IT and marketing. You will already find out how the concept works.

What is martech?

Martech is marketing technology. Generally, the term describes the various software that are in the service of making a company known. If the team creates an ecosystem of tools, this is called a “martech stack”.

While it’s at the service of digital marketing , it can supercharge the industry’s efforts on any channel. The technology has its uses, for example, to facilitate the collection of relevant customer information. Thus, martech companies are those that combine marketing and technology in the same tools.

This profile becomes more common as the public’s need for detailed information increases. One field that martech tends to focus on is data. This is because the collection, analysis and use of data depends on technology.

What is the role of marketing?

Marketing focuses on exploring, generating, and delivering value designed to meet audience needs. This includes some functions. For example, choosing the target audience, selecting the features of the product that appear in the campaigns, designing eye-catching packaging and so on.

The work of marketing also goes through the definition of prices, discounts, agreements with suppliers and a sense of loyalty and relevance of a brand. Therefore, it is one of the main business management items.

Marketing can target companies (B2C) or end consumers (B2C). This work usually depends on market research. Thus reserving a role for technology and data analytics . The area is still exploring how the product will be sold.

What is the role of technology?

Technology involves the use of scientific or technical knowledge in a reproducible way. The results are technological inventions, such as the smartphones used to read this text. Their advances lead to social change.

But technology is also responsible for inventions like the internet, minimizing communication barriers and creating the knowledge economy. Therefore, it gave rise to social ramifications, contributed to increased prosperity, helped to raise levels of quality of life and extended medical progress.

The internet, for example, helped to democratize knowledge and increase access to information. In marketing, technology plays the role of creating, managing and measuring the performance of campaigns, content and digital and offline experiences . Thus, technology is so integrated into the industry that “marketing” and “martech” are interchangeable in some contexts. If applied to the world of sales, it becomes “salestech”.

Why bet on martech?

Differences in technology spending between marketing and IT directors have dropped significantly in recent years. This happens because technology has been playing a leading role, transforming martech into a necessity. The sector has experienced a technological renaissance thanks to capabilities such as artificial intelligence, machine learning and programmatic.

Thus, the integration between marketing and IT has become an attractive model, with cross-functional collaboration and a commitment to a shared vision of the customer. In addition to lowering barriers, integrating helps with internal engagement. Managing campaigns in different martech tools also awakened brands to risk management carried out through partnerships between marketing and IT.

Customer experience is another core reason. Marketers are banking on a personalized, customer-centric approach, relying on automated analysis and data collection.

What is the difference between martech and adtech?

The term martech defines the technology used to plan, create and measure campaigns and other marketing ideas. Its main function is to make the work of professionals simpler.

Already the “adtech”, abbreviated “advertising technology”, or advertising technology. In this case, the term explores advertising work, that is, the ways in which advertisers work their digital advertising.

Thus, adtech focuses on promoted offers, while martech focuses on campaigns themselves. Its main tools relate to the world of ads. Martech, in turn, explores CRMs, social media management, email marketing and several other points.

What are the technological tools used in martech?

Technological tools are protagonists in martech and help to measure and define performance in marketing. Everything is done at scale, omnichannel and digitally. Check out some options in the next topics.

content marketing

Create, publish, and distribute material to an audience, mostly online, is the goal of content marketing. However, there are a number of offline examples, like the classic Michelin Guide.

Its functions include attracting leads, expanding the customer base, increasing sales and consolidating the brand’s credibility. Its objective is to create a good level of sustainable loyalty, bring valuable information and improve the willingness to purchase.

Content marketing tools exploit a variety of software. For example, options like CMS, landing pages, SEO enhancement , lead magnets, DAM and so on.

rich media

Rich media tools are primarily dedicated to design, audio and video. Interactive ads that you can immediately play with are an example. Thus, the idea stands out for being based on the experience of users.

Rich media focuses on enchantment and grows as hardware capacity and internet access support the pieces with smooth navigation. The model is distributed in several formats.

For example, banners, also displayed in the form of a video. Other types include creative, expandable, interstitial, lightbox, and so on. Its focus is interactivity and dynamism.

Social media

Social media are interactive and provide an environment made for sharing information, interests and ideas. They work based on user-generated content. Thus, users connect to others.

Digital rhetoric also plays a role in identifying or symbolizing a culture. Thus, social media tools exploit a large distribution channel, although they are criticized for their high cost per click.

But networks also have other uses. For example, marketing research, promotions, creating loyalty programs, online sales and so on. Networks are useful for monitoring brand impact.


Automation tools include email and mobile marketing, as well as other automated applications. Its focus is to leave repetitive tasks to the machine. Thus, automation stands out for reducing human errors.

These tools are often hosted on the internet. Therefore, the download and installation are waived. The tools also make it possible to scale lead management tasks.
For example, nurturing leads and identifying your aptitude for engaging in sales. Another advantage is the possibility of omnichannel management of the strategy, through a single tool.


Advertising platforms are useful for enhancing search engine marketing, social media advertising, and programmatic media. Its focus is on paid ads.

Thus, advertising pieces arrive through automated software with operations on several sites. Like offline, ads have an advertiser and a publisher.

The first is who has the brand disclosed, while the second uses its media as a medium. In the United States, web advertising revenue has surpassed that of television. Even so, it is still a poorly regulated field and involves discussions.

sales training

Sales and marketing coming together is “ smarketing ”, while their combination with technology has created “smartech”. Sales software helps manage customer interactions at scale.

Thus, it focuses on communication, lead conversion and productivity. For brands that want to offer a unified experience, technology needs to support business and marketing strategies.

In this way, technology also serves to make more accurate forecasts and strategically plan your activities. Approximately 33% of sales activities can be automated.

Data analysis

Data analysis tools involve customer data platforms, digital analytics, CDPs, DMPs, tag management and so on. In data analysis, there is the inspection, selection, modeling and transformation of information.

The objective is to arrive at conclusions that support decision-making. Therefore, it brings a more scientific look and helps companies to operate efficiently. One of the techniques is mining.

Through it, there is statistical modeling for the search for information with predictive purposes, that is, helping to anticipate events. Thus, it explores machine learning and database systems.

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