Advertising and promotion
Video, social media, print and content advertising, and PR.
Content and experience
Marketing automation and optimization, web experience management, mobile apps, SEO and email marketing.
Social interactions and relationships
CRM, social media monitoring, loyalty, recommendations and customer experience.
Commerce and sales
Software for noncontact marketing, sales automation, e-commerce and shopping cart.
Martech for financial services include predictive analytics, mobile and web analytics, marketing performance improvement, data management, dashboards and data visualization, and business analytics.
Cooperation, workflow, project management and marketing resources management.
Building full brand awareness in the user’s mind
Heightening interest in new products and services
Targeting specific audiences
Responding quickly to advertising campaign outcomes
Content management systems
They help manage a brand’s website, native content (blog/video channels) and landing pages.
With DSPs and DMPs or other platforms that include functionality of both of them, marketing experts can buy advertising platforms based on data about potential audiences.
Content/native/mass media platforms
Control the level of awareness of content on the website and other digital channels.
Search engine optimizers and SEO/SEM tools
Maintain awareness through organic and paid search campaigns.
Now, we are witnessing exponential growth in the range of products, terabytes of new data per time unit, loss of focus of the consumers and a fierce fight for their attention. This results in confused customers and confused traditional marketing, which simply does not have time to adapt and fail.
This all is a perfect fuel for technology development, because algorithms are super fast, super accurate and independent of emotion. Marketing should fit into technology development against the background of the inevitable global technologization of all industries.
The classic approach to advertising campaign planning is to describe the portrait of the consumer and use it to determine the social and demographic characteristics of the target audience. Then communication channels are selected using industrial software and a mass campaign is launched to the entire audience through these channels. But this happens if there are large budgets.
Meanwhile, digital remarketing catches up with people’s interest in a particular product and leads them to purchase faster and with lower investment. But there are inevitable pitfalls here. For example, when a person already has bought a refrigerator and still sees ads of different models for some time.
Global trends tell us that the consumer is a king. The better you understand and hear the consumer, the more likely they are to choose you. A MarTech services company can help identify these different audience segments within familiar target groups.
In the world of finance and blockchain, there are still the same stages of brand awareness: knowledge, interest, consideration of an offer, intention to take some action, assessment of necessity, decision and satisfaction of need.
So MarTech (marketing technologies) are platforms and ways of their application, which allow marketers to establish communication with the potential consumer in the digital space at any of the stages of the customer journey.