Definition

martech (marketing technology)

Contributor(s): Karolina Kiwak

Martech is the area of customer relationship management (CRM) concerned with creating, managing and using digital tools that make it possible for marketers to automate tasks and make data-driven decisions. An important goal of martech is to help marketers find and nurture customers, personalize customer interaction and measure the effectiveness of campaigns. 

Popular tools used to create a martech software stack include:

Programmatic advertising platforms that allows marketers to create highly targeted marketing content for very specific demographics.

Marketing automation software that allows marketers to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management.

Content management systems (CMS) that facilitate the use of structured content so marketers can enter text once and use rules-based publishing to tailor the output for specific delivery platforms.

Web analytics software that allows marketers to attract more visitors, retain or attract new customers or increase the dollar volume each customer spends.

Digital customer experience platforms that help marketers create, manage and measure cross-channel customer experiences and integrate email, chat, social media, telephone and website interactions.

This was last updated in June 2017

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