OPEN LECTURE: MarTech Definition and Related Topics, Lecturer's Introduction
- Megi Gogua
- May 24, 2024
- 6 min read
View the video recording of the Online MarTech Lecture:
Introduction
Hello everyone!
I’m really happy to welcome you to the first Online Open MarTech lecture.
My name is Megi, I have taught and studied MarTech for many years already, and with this series of Online Open Lectures, I would like to share with you what I know so far.
This series of lectures will contain all the topics related to MarTech, from broad approaches to certain examples and cases.
These lectures are for those who consider MarTech to be the topic, field, or direction of their career development. Also, these videos are for those who already have marketing experience but want to see a broader horizon and more examples of the application of technologies in marketing. Those who generally wish to learn something new can also benefit from these recordings of Online Open Lectures.
I really hope that this initiative of mine will be useful for you and helpful because I would love to share with you everything I know and invite you to this wonderful journey of finding something new, something interesting. If you ask me, this field of MarTech is incredibly fascinating and useful, and I’m happy to be able to guide you through it.
In this video, we will begin with the fundamental question – what is MarTech?
Introduction of me as a lecturer
Before we get to the lecture, I would like to introduce myself with this slide.
Full information about my Education and Experience is available here:
MarTech Definitions and characteristics
I am sure that you have already heard about EdTech (Educational Technology), AdTech (Advertising Technology), and then we have MarTech.
So, logically, you may say that MarTech is related to marketing, more specifically, to Marketing Technology (or Technologies).
So we have marketing: we have marketing questions, we have marketing goals, objectives of, for example, to increase brand awareness, or to sell more products, or to determine the behavioural patterns of the customers or potential clients of your business.
And MarTech links the questions of Marketing with the tools, which are developing very rapidly from the side of technology.
If we consider the broad application of MarTech, we can consider this definition:
“MarTech applies to major initiatives, efforts, and tools that harness technology to achieve marketing goals and objectives”. [1]
The key thing we need to consider is that MarTech goes beyond just software that simplifies the marketer’s life - MarTech unifies.
MarTech is essentially focused on connecting every tool out there created to meet any marketing goals.
Let’s consider the following example. If we want to create an advertisement based on the user persona that we already have developed, we can use the content creation using AI tools based on the prompts based on the qualities of our user persona to generate appealing text options for our online ads. Further, we can use dynamic targeting options available on the Meta platforms to deliver our ad to the relevant recipients. As the results of the overall ad campaign that includes our ad come in, we can compare all the results from across the platforms on a dashboard in Tableau – linking the platforms with different data sources altogether with a possibility to create a foundation for decision-making.
MarTech, at its core, is not just about the tools, these separate instances of dealing with marketing tasks quicker using the technology but rather completing these tasks in a clear sequence, seamlessly, knowing how to connect these tasks into one trajectory.
So, it is about how the marketer gets to understand what they want and how to make this movement from the content creation, as it was in my example, to the measurement of the results. It is about making use of MarTech transparent, and financially beneficial. It is about an understanding of MarTech’s influence on time allocations for marketing tasks and budgeting decisions, as well as the overall digital nature of the organisation. No organisation wants to waste money on just having the MarTech stack at their disposal, all technology that exists, the key thing is to understand how to work efficiently, and how to achieve marketing goals and objectives using existing technologies.
MarTech offers plenty of opportunities, however, the key problem is how to navigate this huge landscape of tools, how to select the ones dealing with your particular marketing goal and how to build them up together into clear and logical symbiosis.
MarTech-related concept
After learning about the definition, let’s see, which tools are associated with MarTech.
According to the recent presentation by Philip Kotler [2], MarTech includes but is not limited to:
Artificial Intelligence (AI) and related algorithms – even though there are numerous opinions and discussions on whether we can trust AI, use it, or fear it, we cannot neglect its importance within the scope of MarTech, especially regarding algorithms, the foundation of marketing personalization;
Digital and social media – this type of media gives the possibility to have two-way communication with customers, elevating the ways the marketing goals can be achieved online, from the understanding of the user persona and customers’ segmentation and behavioural patterns, giving the platform for the GenAI content generation and targeted advertising, scheduled posting, metrics and measurements’ collection, collecting not only quantitative but also qualitative information, like the topics of conversations online and opinions (as an example of semantic analysis), to mention only a few;
Voice and facial recognition – the digital assistants that we have on our laptops, smartphones or speakers (such as Siri and Alexa) can be used for marketing purposes, hence making them a part of MarTech, for example, by learning about the customers through the conversations, as well as training their AI components;
Big Data and Machine Learning – the drastic increase in data accumulation represents the term “Big Data” which is a foundation of machine learning, the core of AI, helping technology to learn and be able to operate independently, how to reduce errors;
Chatbots in all of their variations – textual or verbal (when an artificial voice answers you call a bank, for example), the chatbots are focused on keeping a conversation with the customer, could be script-based or AI-based;
Augmented (AR) and virtual reality (VR) – by linking physical reality with the virtual one it is possible to extend the customer experience and grasp more opportunities, however, as usual, paying a lot of attention to the ethical side of this option;
Intelligent virtual agents – these agents represent the AI-based conversational technology that delivers real-time responses and solutions to frequent questions and problems;
Biometrics and Neuroscience – the more advanced the technology gets, the more precise it gets in learning the way the human operates, to replicate further or forecast human behaviour;
Autonomous machines (robots, drones, self-driving vehicles) – these represent the physical embodiment of the virtual systems we are talking about, extending the customers’ touchpoints into real, physical life;
Sensors and the Internet of Things (IoT) – these allow linking already existing items in the household to connect and create an ecosystem, for example, by sharing the smart devices’ data to the e-commercial solutions.
To sum up, MarTech is focused on connecting every tool out there created to meet any pre-defined marketing goals. This is a statement to remember even if you are simply setting up your targeted ad on Facebook or if you develop a comprehensive marketing strategy for your organisation’s new product involving a highly personalised email campaign, cross-platform advertising and unification of the data streams into interactive, real-time dashboards.
Concluding remarks
I hope it was useful! Do not hesitate to share this article with anyone you consider to be interested in this topic.
If you wish to learn more, you can follow the links:
Explore the MarTech field
Learn about MarTech: Attend my Open Online MarTech Lectures
Talk about MarTech: Participate in the “MarTalks” – my open speaking/discussion club
Practice for your MarTech communications: Complete my Free English Exercises for Marketers
Excel in your MarTech career
Learn about your MarTech career possibilities:
Explore the specificities of the developing MarTech field by going through my guide – The MarTech Guide
Ask me directly – register for a consultation with me to learn about the MarTech career trajectories, required skills and examples of the tasks
Improve your English for marketing purposes
Register for the Individual consultation or lessons based on your request (ex. presentation rehearsal, preparation for negotiations, MarTech terms and vocabulary enrichment)
Register to develop your individual learning programme for a chosen career path in MarTech
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