OPEN LECTURE: MarTech & Digital Marketing
- Megi Gogua
- Jan 25
- 4 min read
the video recording of the Online MarTech Lecture:
Introduction
Hello everyone!
I’m really happy to welcome you to my 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.
Digital Marketing is a trending topic in business nowadays. However, sometimes it is overlooked that Digital Marketing and MarTech (Marketing Technologies) are somewhat similar but still these concepts have fundamental differences.
Today’s lecture is dedicated to introducing general definitions of Digital Marketing and 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:
Is MarTech the same as Digital Marketing?
First, we will start with definitions. Definitions are the core of any comparisons and analyses, so let’s dive in.
“Digital Marketing refers to any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet. In the process of conducting digital marketing, a business might leverage websites, search engines, blogs, social media, video, email and similar channels to reach customers.” (American Marketing Association [1])
Now let’s consider the definitions of MarTech:
“MarTech describes the software marketers use to optimise their marketing efforts and achieve their objectives. It leverages technology to plan, execute, and measure campaigns and other marketing tactics” (Amazon Ads [2])
As you can see, there are differences between the terms and the scope of their applications. To make the differences clearer, I developed a visualisation to reflect crucial aspects.
Digital Marketing vs. MarTech: My Visualisation
As you can see from my visualization, Digital Marketing as a concept is broader than MarTech.
Digital Marketing is focused on strategy, which includes: 1) A vision, 2) A clearly scoped and defined set of responsibilities, 3) A detailed roadmap, and 4) An Assessment [3].
These steps are fundamental to developing a Digital Marketing strategy, and they require instruments (or technology) from the MarTech stack.
MarTech covers the tools – these tools are categorised into directions within digital marketing. Here are examples of such directions: email marketing, search engine optimisation, social media marketing, etc. In these directions (or fields), smaller marketing goals are set to be completed using technology for marketing purposes (the MarTech stack).
Moreover, AdTech (or Advertising Technology), is a separate category for the ever-growing field for advertisers required to reach audiences and deliver and measure digital ads and digital campaigns. It gets within MarTech as it focuses solely on advertisement, whereas MarTech also includes customer journey and customer experience mapping and automation.
Concluding Remarks
Why do I consider the discussion on the terms’ definition, especially in marketing, so important? As a lecturer working with practitioners and students in academic settings, I usually encounter the problem that people use the terms but mean different ideas. I strongly believe in clarifying the meanings behind the terms we use in marketing-related communication to always be on the same page, as our backgrounds and native languages are usually different.
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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Sources:
[1] American Marketing Association. What is Digital Marketing? https://www.ama.org/what-is-digital-marketing/
[2] Amazon Ads. “What is MarTech? A guide to marketing technology.” https://advertising.amazon.com/library/guides/what-is-martech#:~:text=MarTech%20describes%20the%20software%20marketers,campaigns%20and%20other%20marketing%20tactics.
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