Definition

Martech is the integration of marketing and technology to enhance our ability to achieve marketing goals and objectives. It tends to refer to any major technological initiative, tool or effort that is designed to improve the effectiveness of digital marketing activities. This would include:

•  A/B testing software,
• online surveys tools,
• cross-browser testing,
• data verification and cleansing services,
• SEO keyword tools,
• web analytics.

A martech roadmap is an important element of any optimisation process as technology is continuously changing and new opportunities constantly arise. For this reason conversion rate optimisers should be regularly reviewing their martech requirements. Not all martech will of course help improve conversion and so testing is an essential part of the evaluation process.

Here is a link to this Martech infographic which shows almost 4,000 companies that are part of the marketing and technology landscape.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.

Credit:

Marketing icons created by Freepik – Flaticon

Featured image: Chiefmartec.com