Marketing
Marketing Technology
Marketing technology refers to the tools, platforms, and software that enable marketers to plan, execute, and measure their marketing efforts. It encompasses a wide range of digital tools such as customer relationship management (CRM) systems, marketing automation software, analytics platforms, and social media management tools. These technologies help streamline marketing processes, improve targeting, and enhance the overall effectiveness of marketing campaigns.
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6 Key excerpts on "Marketing Technology"
eBook - PDF- Jonah C. Pardillo(Author)
- 2019(Publication Date)
- Society Publishing(Publisher)
Marketing refers to activities undertaken by a company to promote the buying or selling of a product or service. Introduction of Marketing Automation 25 REVIEW QUESTIONS 1. Define Marketing Automation technology in detail. 2. What are the major tenets of modern marketing? 3. What do you understand by the term “Marketing Technology”? 4. Write a short note on marketing automation platform. What are the main elements of marketing automation platform? 5. Discuss the progressive profiling and dynamic content in brief. 6. What are some of the best steps to develop marketing automation platform? 7. Illustrate the steps required for the execution of a campaign. 8. Define ROI and give its formula also. 9. Why Email marketing platform is considered to be significant in marketing automation platform? 10. Why it is necessary to document the content marketing strategy? Marketing Automation 26 REFERENCES 1. Dania, T. R., (2016). Marketing Automation (9 th edn.). [eBook] Bulletin of the Transylvania University of Braşov, Series, V: Economic Sciences. Available at: http://webbut.unitbv.ro/BU2016/ Series%20V/BULETIN%20I/10_Todor.pdf (Accessed on 2 July 2019). 2. Making the Most of SilverTech Marketing Automation , (2017). [eBook] SilverTech. Available at: https://cdn2.hubspot.net/ hubfs/321221/Making%20the%20Most%20of%20Marketing%20 Automation.pdf (Accessed on 2 July 2019). 3. Marketing Automation Simplified , (2013). [eBook] Oracle. Available at: https://www.oracle.com/webfolder/mediaeloqua/documents/ Marketing+Automation+Simplified.pdf (Accessed on 2 July 2019). 4. Świeczak , W., (2013). Marketing automation processes as a way to improve contemporary marketing of a company. Marketing of Scientific and Research Organizations. 9. 10.14611/ minib.09.03.2013.12. 5. The Ultimate Guide to Marketing Automation Terminology , (2019). [eBook] SharpSpring. Available at: https://www.cloudcapital.
eBook - PDF- Adele Kuzmiakova(Author)
- 2020(Publication Date)
- Arcler Press(Publisher)
9.5.1. Marketing Automation Monotonous tasks like social media advertising and website maintenance are easily simplified through marketing automation. By definition, marketing automation means technology which manages marketing systems and multipurpose campaigns, across different channels, mechanically. Through marketing automation, companies can easily target clients with automated texts across email, social, online, and text. How Web Technologies Are Changing Marketing? 223 Texts are sent automatically, based on sets of instructions known as workflows. These workflows can be outlined by templates, custom-made from nothing, or tailor-made at the center of the campaign in order to attain greater results (Benady, 2014). Typically, marketing, and sales teams use marketing automation for pur-poses of automating digital marketing campaigns as well as sales activities, for purposes of maximizing revenue and overall efficiency. Whenever auto -mation is used efficiently to handle monotonous tasks, workers are free to address higher-order issues, plus human error is greatly reduced. Furthermore, marketing automation allows for lead generation, development, and scoring, including with measuring general ROI on campaigns. Besides, the time- and price-saving results of automation improve as the company develops in size and scope. Effective marketing automation structures are developed to run together with your business (Benady, 2014). 1. Functions of Marketing Automation: In its simplest form, marketing automation refers to a class of tools developed to streamline and ease up some of the core functions of present-day marketing and sales functions. Right from automation of lead qualification procedure, to the creation of a hub meant for digital campaign creation, automation involves more of simplifying the business world which is becoming way too complex, and much too fast.
eBook - ePubThe Martech Handbook
Build a Technology Stack to Attract and Retain Customers
- Darrell Alfonso(Author)
- 2022(Publication Date)
- Kogan Page(Publisher)
01Introduction—The Rise of Marketing Technology
I have a fabulous, fruitful, and exciting career because of Martech. I would argue that it is the same for top marketing professionals everywhere—they’ve been able to create amazing marketing value because of Marketing Technology. I was first introduced to Martech in my first job working for a tech startup in 2010. We were marketing and selling a software-as-a-service (SaaS) that helped businesses engage customers via new digital channels. I didn’t think of it as Martech at the time. In my mind, we were helping businesses grow through the use of software, technology, and platforms.But I became fascinated by how interwoven marketing and technology had become. As with many who work in the startup life, I talked to literally hundreds of customers, from small businesses to enterprises. I quickly noticed that the more I learned about marketing, the more I saw how technology could be used to make it better. And it became increasingly clear that in today’s digital economy, marketing and technology could no longer be thought of separately. Today, it doesn’t make sense to think about marketing in a silo and to isolate it from all the digital channels and touchpoints that customers experience when they engage with brands. Doing so would be incredibly abstract, and be void of all the practical things required to make marketing a reality. Conversely, to only think about technology is also a trap, because you’ll miss out on all the strategic and creative value that humans bring to creating meaningful customer experiences. Technology without creativity is like using an inefficient energy device—we’d input ten units of energy and get two units as the output. But combining the two ideas together—the creative with digital; and the strategic with automation—creates incredible value, and that’s what I really love about Marketing Technology.
eBook - PDFA Practical Guide to CRM
Building More Profitable Customer Relationships
- Janice Reynolds(Author)
- 2002(Publication Date)
- CRC Press(Publisher)
The sales department then uses various CRM-related management techniques and automa-tion technology to coordinate these leads and sales calls. M ARKETING A U TO M A TIO N The CRM tools that provide marketing automation vary greatly, and are usually loaded with a wide variety of options. For instance, some can model results, others interface with statistical packages, still others create files for analysis elsewhere. There are so many vendors that claim so much that the end result can be confusion. Marketing automation refers to automation of the processes necessary to design, execute and measure marketing campaigns: # Selecting and segmenting customers in a meaningful way. # Tracking contacts made with customers. # Measuring the results of customer contacts. # Modeling campaign results. # Supporting all campaign media including mail, email, telephone and fax. # Compatibility, i.e. data can be output and emailed directly to mailing houses for use without rekeying, reprocessing, reformating, etc. # List management including sophisticated features such as import, merge- purge and deduplication routines. When considering marketing tools offered by various vendors, only the prod-ucts that meet the following minimum criteria should make the short list. Does it: # Provide a product and price configurator or has it the ability to access one?
eBook - PDF- George Day(Author)
- 2022(Publication Date)
- Edward Elgar Publishing(Publisher)
95 PREPARING MARKETING FOR GREATER TURBULENCE Digital turbulence Marketing is one of the most technology-dependent functions in the firm. By 2018, CMOs were spending more on digital technologies than were chief information officers. Approaches for analyzing markets and inter- acting with customers that were at the cutting-edge a few years ago are fast becoming obsolete, and new approaches emerge regularly. The broad nature of these new approaches is widely known. What is less appreciated is how they are changing marketing practice. New ways of understanding and connecting with customers. Next prac- tice marketers are using customer analytics, predictive analytics, and customer experience mapping to deliver integrated experiences that are compelling, personalized, and consistent across all the points at which the firm touches their customers. They have many ways of connecting with these customers (video, Short Message Service or SMS, social media, web- sites, and mobile devices) as well as familiar direct mail, sponsorships, and traditional media. Some chief executive officers (CEOs) say that digital marketing investments are the most important commitments their firms can make because they reshape the firm’s relationship with their custom- ers. Also, these investments enable competitors to gain an advantage if the firm responds too slowly. This burst of technology innovation is proving hard to manage effec- tively. In addition to established platforms for customer relationship management (CRM), content management, and marketing automation, there are many new platforms for social media management, content marketing and customer-facing engagement. Their impact is felt differ- ently in different industries; banking is being transformed by mobility and blockchain-enabled payment systems, as well as the ability to personalize offers. Conversely, building products manufacturers serving only B2B markets will pay attention to CRM, salesforce control models, and social media.
No longer available |Learn more- (Author)
- 2014(Publication Date)
- Learning Press(Publisher)
____________________ WORLD TECHNOLOGIES ____________________ Chapter- 2 Contemporary Approaches to Marketing Relationship marketing Relationship Marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. As a practice, Relationship Marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the internet and mobile platforms, Relationship Marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels. This includes tools for managing relationships with customers that goes beyond simple demographic and customer service data. Relationship Marketing extends to include Inbound Marketing efforts (a combination of search optimization and Strategic Content), PR, Social Media and Application Development. Just like Customer relationship management(CRM), Relationship Marketing is a broadly recognized, widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. It also involves using technology to, organize, synchronize business processes (principally sales and marketing activities) and most importantly, automate those marketing and communication activities on concrete marketing sequences that could run in autopilot (also known as marketing sequences). The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Once simply a label for a category of software tools, today, it generally denotes a company-wide business strategy embracing all client-facing departments and even beyond.
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