Marketing technology (MarTech) is a term that covers a range of software and tools that help marketing teams achieve their goals and objectives. When lots of tools are used collectively, this is known as the “marketing technology stack” and it has become a staple for running successful, impactful digital marketing campaigns across different channels.
Marketing technology helps marketing teams in two ways: first by making them more efficient and second by making them more effective. Efficiency is achieved through the automation of laborious marketing tasks that help reduce time wasted on executing marketing strategies. Meanwhile, these strategies are made simultaneously more effective through access to actionable insights that make it easier for teams to scale up or down different initiatives to optimize metrics such as cost per acquisition.