{"id":3559,"date":"2021-03-01T13:44:27","date_gmt":"2021-03-01T13:44:27","guid":{"rendered":"https:\/\/www.iese.edu\/standout\/?p=3559"},"modified":"2026-05-12T09:19:31","modified_gmt":"2026-05-12T09:19:31","slug":"martech-digital-marketing-technology","status":"publish","type":"post","link":"https:\/\/www.iese.edu\/standout\/martech-digital-marketing-technology\/","title":{"rendered":"Martech: how to leverage technology to improve digital marketing"},"content":{"rendered":"

[vc_row css=”.vc_custom_1559140963143{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column css=”.vc_custom_1559216895048{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”][vc_column_text css_animation=”bottom-to-top”]Google Analytics 360 or IBM Digital Analytics?\u00a0<\/span>Magento<\/span>\u00a0or WebSphere Commerce?\u00a0<\/span>HubSpot<\/span>\u00a0or\u00a0<\/span>Bluecore<\/span>? Adobe or\u00a0<\/span>SalesForce<\/span>? What tools are indispensable in order to make the most of the full\u202f<\/span>potential of digital marketing<\/span><\/b>?<\/span>\u00a0<\/span><\/p>\n

It will depend on the goals: wanting to reach new customers is not the same as selling more to existing customers or building customer loyalty.\u202f<\/span>\u201cFirst, you have to be clear about your business strategy and thereafter, choose the most appropriate tools,\u201d<\/span><\/b>\u00a0explains\u00a0<\/span>Luis\u00a0<\/span><\/b>Ferr\u00e1ndiz<\/span><\/b><\/a>, lecturer of Marketing at IESE Business School.\u00a0<\/span>\u00a0<\/span><\/p>\n

COVID-19 has made digital marketing indispensable. Customer relationships have moved online and there\u2019s no turning back. Organizations have had to quickly adapt to efficiently manage this relationship in an increasingly digital environment. Understanding this new reality is essential for survival and, in this context,\u00a0<\/span>martech<\/span>\u00a0is the perfect ally.<\/span>\u00a0<\/span><\/p>\n

Technology at the service of marketing\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

The term marketing technology or\u00a0<\/span>martech<\/span>\u00a0refers to the\u202f<\/span>tools that enable organizations to get a 360-degree view of their customers and to create a data-driven personalized marketing strategy<\/span><\/b>. By optimizing the planning, execution and measurement of marketing campaigns, customers can be more efficiently managed.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

The rise of\u00a0<\/span>martech<\/span>\u00a0is due to a confluence of several factors:<\/span>\u00a0<\/span><\/p>\n

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  • A change in consumer behavior in the new digital era<\/span><\/b>. Millennials and Generation Z are hyper-connected consumers, with increasing purchasing power who shop on the go.\u00a0<\/span>\u00a0<\/span><\/li>\n
  • The relevance of real time and mobile first in customer journeys<\/span><\/b>. Thanks to the massive availability of data and innovation, new ways of creating experiences and new digital business models are emerging.\u00a0<\/span>\u00a0<\/span><\/li>\n
  • Moreover,\u00a0<\/span>expectations for\u00a0<\/span><\/b>omnichannel<\/span><\/b>\u00a0customer journeys are growing.\u00a0<\/span><\/b>Consumers seek out integrated shopping experiences that blur the lines between the physical and digital world.\u00a0<\/span>\u00a0<\/span><\/li>\n<\/ul>\n

    All this explosion of data and management complexity has meant that most marketing departments need new technologies in order to successfully compete.<\/span>\u00a0<\/span>[\/vc_column_text]

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