What is marketing technology ?
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There is an expansive set of marketing technology and enterprise marketing platforms available today. Navigating the wide variety of marketing technologies, vendors, and business problems, each in turn supporting a dizzying array of acronyms (EMM, MRM, WA, DAM, MA, SFA, CRM, CM, LM, BI) is a considerable challenge. Unica created this Web page to serve as an introduction and guide to the marketing technology landscape.
Today, marketers work with many applications to help plan, design, execute, and measure activities. As a result, the phrase “marketing technology” encompasses a wide spectrum of technology solutions, from campaign management to Web analytics. The term also supports a variety of roles within the marketing organization. For example, direct marketers use marketing technology managing multi-wave multichannel campaigns, while their online marketing counterparts use a different form to track and analyze customers for actionable insights.
Forrester Research recently commented that “the complexity of delivering consistent customer experiences, integrating marketing processes, and measuring marketing performance means point solutions are no longer sufficient.” Consequently, marketing technology must integrate powerful insights about customer behavior, centralize decision-making, simplify cross-channel execution, and support the full breadth of operational needs.