Martech: The Power Of Digital Technologies Making Marketing Personalised, Customised & Effective

Jaspreet Singh. Dec 14, 2022

The world today is living in an era of digitalisation. Almost every aspect of life and business has been affected by digital technologies. Marketing is not an exception. Technology is playing an important role in making marketing much more focused, result oriented, and effective.

Significance of Martech

Modern customers are spoilt for choices. There are thousands of national and international brands fighting to garner consumers’ attention and trying to make them buy their products or services. High-speed internet has expanded its reach almost infinitely. Customers today are not only behind the products or services; they are more interested in the experience that they receive from a company or business. While the after-sales experience is important for the customers, the presales experience is equally important. The real essence of marketing is to keep potential customers engaged with a brand and gradually attract them towards the sales funnel. After the sales are done and the customer exits the funnel, it is the role of the marketing discipline to use these happy customers to create positive momentum for the business.

Customers today spend a large part of their day looking at screens. People are using mobile phones, laptops, and tablets for work, using social media, watching OTT platforms, and gaming. It is during this time that the marketer has to attract the attention of a potential customer and engage him/her. Marketing in the current world is not possible without technology. Although the use of technology in marketing is not new. It has been around for more than a decade now; however, with fast and widespread digital connectivity, Martech has become critical for the success of any marketing campaign. Martech can be defined as the use of digital tools to create a marketing campaign suitable for contemporary businesses.

How Martech is making marketing more efficient

Traditional marketing techniques relied on a ‘one size fits all’ approach. The marketing campaigns until a few decades ago could not distinguish between the different types of customers. However, digital technologies have completely changed the scenario. Targeted marketing is the new normal today. Digital technologies have enabled marketers to categorise the audience and prepare targeted marketing campaigns.

Audience profiling

Based on the persons' internet usage, location, demographics, and other similar characteristics, Martech tools categorise potential customers. Equipped with this information, marketing managers can dedicate the majority of their marketing efforts and resources to their target audience. For example, for a cosmetics company making make-up kits, women aged between 18 and 50 are most likely to be the potential customers. Although people in other age groups and genders might also buy their products; however, it makes the most sense for the company to target its marketing efforts toward its most potential customers. This not only saves on cost and effort but also generates better ROI.

Personalisation

Making the customers feel connected to the brand is one of the most important tasks of marketing. Martech helps marketers deliver personalised content based on their profile. Personalised content is much more likely to attract the attention of the audience. Such content is more likely to be opened, clicked upon, or interacted with. Digital technologies enable marketers to create and deliver personalized content.

First-hand data collection

Data is one of the most important assets for any modern organisation. The success of an organisation depends on how it utilises the data. However, the quality of the data is equally important. Data front secondary or tertiary sources are often unstructured or unreliable. Businesses have to deal with unreliable data or spend time and resources processing unstructured data. Martech also helps marketers collect first-hand data from potential customers. Martech enables marketing professionals to create personalised and engaging content that encourages the audience to interact and share their personal data.

The aforementioned are some of the many ways in which technology is playing a crucial role in marketing. As mentioned previously, the use of technology in marketing is not a new concept; however, Martech today is completely different from what it used to be a decade ago. Considering the speed of evolution of digital technologies and the advent of 5G, one can confidently say that it might be entirely different a few years down the line. Marketing managers need to remain in a constant learning phase to keep up with emerging trends and changing scenarios and stay relevant.