by Kayla Toh
Here are eight types of marketing technology that your company could use to achieve its goals. If you’re involved in marketing, you’ll be familiar with the term martech. If you’re not, then you need to be.
So, why is it important to know about martech? Because martech is a combination of marketing and technology that will make your life and business so much easier.
Martech tools and software are created with the sole purpose of helping you reach marketing goals and objectives. From email marketing to campaign management, a marketing technology toolkit will optimise your time, effort, money and help to drive revenue.
With a choice of over 5,000 martech tools currently in existence, it can be overwhelming when selecting which ones to use.
We’ve made things simple for you by sharing the solutions that our marketing team find most effective and useful (in no particular order).
- Google Adwords
- Crystal Knows
User experience is one of the most important aspects of your website or apps. How users interact with your content and the effectiveness of your site design could be the difference between a user journey ending in conversion or dropping off, which is why it’s relevant to marketing.
Fortunately, you don’t have to be a UX expert (or even have to hire someone who is) to know what will create an excellent digital experience for a consumer. You just need the UsabilityHub tool.
UsabilityHub allows you to make confident design decisions based on the feedback of a real life group of Testers, via a series of predetermined tests and surveys.
You can measure the clarity, effectiveness, navigation and preferences of your design with several users.
Another powerful tool for improving your site’s user experience and conversion rates is Hotjar. It is the only tool that combines analysis and feedback tools to reveal what your users do and want and, most importantly, why.
Along with conversion funnels, form analytics, polls and surveys, Hotjar also uses coloured ‘heatmaps’ and ‘visitor recordings’ to visualize the behavior of your users.
View the clicks, taps, scrolling actions and mouse movements of your users to understand their needs and to identify any usability issues.
SEO standards are constantly changing, with updates to Google algorithms and bots getting smarter. No matter how effective your SEO is, there’s always improvements to be made in order to keep up with the changes.
As a leading influencer in the marketing landscape for over a decade, Moz is one of the best SEO tools that you’ll find.
It has everything you need for an effective SEO strategy – from keyword research,to link building, site audits, and page optimisation insights.
Want higher rankings and more visibility, quality traffic, measurable results and SEO opportunities identification? This is the tool for you.
If you’re in charge of your agency’s social media, you’ll know that it’s like a juggling act trying to stay on top of all the different platforms.
What if I told you there’s a tool that allows you to manage all your social media in one place, whilst saving you time and creating a better social media experience for your users?
Hootsuite allows you to schedule your posts across all social accounts, manage content much easier, track and prove social ROI, and find the social conversations that matter.
Use Hootsuite to measure the impact and success of your social media campaigns through analytics and reports and stay ahead of competitors, by using Hootsuite’s ‘Monitoring’ feature to find and filter social conversations that matter to your brand and industry.
SEMrush will change the way you conduct your digital campaigns and content forever.
This tool will do all the hard work for you. From your keyword research, to running SEO audits of your blog posts, to discovering how well your competitors are doing and what they’re doing right.
SEMrush allows you to build a very successful content marketing strategy that is based on understanding your competition and targeting the traffic that they get for their best keywords.
Use this research to seize rivals’ positions in search rankings and stay ahead of the marketing game.
6. Google Adwords
Want to get results even faster than with SEO? The solution is advertisement.
Google Adwords allows you to create ‘Adword’ campaigns. An Adword campaign is when your clickable ads/sponsored links are shown in Google’s search results to any users who have searched for certain keywords.
This method will get you instant results – and results are the only thing you’ll pay for. Because you’re only ever charged when someone clicks your ad.
Google Adwords will help you attract more customers, create local or global ads, and reach potential customers at the right time – all in a measurable and flexible process.
MailChimp makes email marketing an absolute breeze.
Say goodbye to typing time-consuming welcome and confirmation emails. With this automation platform, these will be activated for you.
Worried that this will result in a lack of personalisation? No need. MailChimp can also send relevant emails and ads based on your contacts’ behaviours and interests.
Start email campaigns with your clients, customers and other interested parties and then view how many people viewed it and which links they clicked, through campaign reports and data.
You can even integrate your Google Analytics account with MailChimp for more in-depth reporting. For example, monitoring sales and website activity with revenue reports.
Have you ever had to address a very important potential prospect for the first time and found yourself overcome with performance anxiety?
You need to be thoughtful, interesting and maybe even intellectual enough to get a reply from them, otherwise you risk losing their business.
CrystalKnows acts as your personal crystal ball in anticipating the best way to approach these target clients and contacts.
The tool uses a data mining technique to create personality reports and then helps you to tailor your emails, meetings and conversations towards a person-of-interest’s personality.
It suggests the tone of voice and different phrases to use, and what subjects would enable a more productive conversation.
CrystalKnows’ knowledge can be used for more than just email. Personality data can help you to build better relationships with coworkers, develop rapport and make great first face-face impressions with clients, and run better meetings.
Hopefully our martech toolkit has given you a better insight into what tools are available and useful within different areas of marketing. But remember that your choice of marketing tools should be based on what best suits your business and your goals. All agency martech toolkits will differ to one another.
With the right balance of technology, process and team, you’ll see revenue growth and greater user satisfaction.