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What Is Martech or Marketing Technology?

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    What is martech? The marketing technology landscape, explained

    Martech is the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically-based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives.

    The marketing technology landscape infographic above is an illustration of the broad mix of martech vendors, marketing automation and technology solutions in various digital marketing channels. The martech landscape was produced by Scott Brinker, author of the Chief Marketing Technologist Blog, and contributing author here at MarTech Today.

    Our Marketing Technology Landscape series

    Want to know more about martech? Martech Today’s Marketing Technology Landscape series has you covered. This ongoing series explores in more depth each of the nearly 50 categories of marketing technology.

    You’ll find the latest from the series below, along with other key articles that cover the martech space generally.

    More martech!

    After our landscape series helps get you up-to-speed on martech, stay ahead of developments! Our daily MarTech Today newsletter keeps you up with all the latest developments with marketing technology. And our MarTech: Marketing Technology Conference valuable event for anyone interested in learning more about martech.

    Marketing technology grabs 29 percent of 2018 CMO budgets, survey says

    Martech is now the single most significant area of investment for marketing resources and programs, according to the latest Gartner CMO Spend…

    Jennifer Cannon | Apr 9, 2019 at 3:55 pm ET

    Hello peak martech: 2019 Marketing Technology Landscape growth slows for first time

    Marketing technologies are taking new shape in response to several factors, not least of which is the…

    Ginny Marvin | Apr 4, 2019 at 12:30 pm ET Barry Levine | Oct 31, 2018 at 4:52 pm ET

    MarTech Landscape: What is a consent management platform (CMP)?

    The new CMPs are offering ways for publishers to capture and disseminate user consents, with support for the two biggest ad-related consent…

    Barry Levine | Jun 15, 2018 at 4:08 pm ET

    5 steps to mastering the modern martech landscape

    Contributor Ryan Phelan shares a step-by-step process to identify the technology vendors that best fit your company’s needs….

    Ryan Phelan | May 14, 2018 at 3:00 pm ET

    Scott Brinker unveils his most populous Marketing Technology Landscape yet

    At this rate, we’re soon going to need microscopes to keep up with the evolution of the martech…

    Barry Levine | Apr 24, 2018 at 12:27 pm ET

    MarTech Landscape: What is XR?

    If you’re getting dizzy categorizing all the reality-transforming technologies, here’s an increasingly popular term that covers the entire…

    Barry Levine | Mar 12, 2018 at 4:17 pm ET

    MarTech Landscape: What’s a smart contract?

    As a blockchain ecosystem emerges, smart contracts could become a common way of automatically implementing transparent…

    Barry Levine | Nov 15, 2017 at 4:38 pm ET

    MarTech Landscape: What is predictive advertising?

    The combination of big data and machine learning enables advertisers to efficiently expand their targeting…

    Ginny Marvin | Aug 29, 2017 at 9:15 am ET

    Behind the scenes of the Martech 5000 Landscape [Podcast]

    In this week’s episode, Scott Brinker and Anand Thaker take us through the process of creating this year’s martech landscape and, more…

    Matt McGee | May 25, 2017 at 11:06 am ET

    Infographic: The 2017 ‘Martech 5000’ Marketing Technology Landscape

    Almost 5,000 companies are now part of the marketing technology landscape, a huge leap from the 150 itemized back in…

    MarTech Infographics | May 10, 2017 at 12:30 pm ET

    MarTech Landscape: What are VAST and VPAID?

    Short answer: They help to make the video ad ecosystem…

    Barry Levine | Feb 17, 2017 at 2:22 pm ET

    MarTech Landscape: What is video marketing software?

    Video is the current darling of digital marketing — with more than 400 hours of video uploaded to YouTube every minute. Learn how to navigate a…

    Karen Burka | Feb 10, 2017 at 9:07 am ET

    MarTech Landscape: What is influencer marketing?

    Social networks have created a huge platform for broadcasting enthusiasms, whether by your neighbor or a celebrity you…

    Barry Levine | Feb 6, 2017 at 12:39 pm ET

    MarTech Landscape: What is RTIM?

    Real-Time Interaction Management describes the central goal of digital…

    Barry Levine | Jan 17, 2017 at 11:15 am ET

    MarTech Landscape: What are those DAM systems?

    They’re not being cursed; they’re being used to manage zillions of photos, videos, graphics and other…

    Barry Levine | Dec 12, 2016 at 4:21 pm ET

    MarTech Landscape: What is a Customer Data Platform (CDP)?

    This recently named category seeks to define the marketer’s holy grail: a unified view of the…

    Barry Levine | Nov 1, 2016 at 4:54 pm ET

    MarTech Landscape: What are Progressive Web Apps?

    According to a leading developer: They’re the “biggest thing to happen to the mobile web since the…

    Barry Levine | Oct 25, 2016 at 1:49 pm ET

    Introducing the “Influencer Marketing Technology Landscape”

    How do you know which influencer technology platform is right for you? Columnist Travis Wright summarizes a new guide that aims to demystify the…

    Travis Wright | Jul 14, 2016 at 1:46 pm ET

    MarTech Landscape: What is OTT programming and why does it matter?

    Over-The-Top is a rapidly changing term, but it signifies a permanent change in how people consume…

    Barry Levine | Jul 12, 2016 at 12:28 pm ET


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