In a relatively short time, marketing technology (MarTech) has gone from being a small niche to a pillar of the modern marketing industry. That shouldn’t come as a surprise, considering the pace at which technology has infiltrated our everyday lives. In the same way that most marketers have embraced smartphone technology, MarTech has exciting potential applications that organizations will want to take advantage of.
MarTech is a diverse space, encompassing hardware and software, machine learning and AI, and big data and analytics. The majority of marketers are probably most familiar with it in the analytics context, as CMOs typically allocate almost 10 percent of their total marketing budgets – more than any other area – toward analytics expenditures according to a survey by Gartner1.
Technology in Action
There are many key benefits to MarTech technology, and personalization is one of them. Today’s customer expects a high degree of personalization when it comes to marketing messages. According to a survey from Salesforce2, 70 percent of consumers report that a personalized experience has a direct impact on their brand loyalty, meaning it also impacts the success of your business.
MarTech services and systems can also make it easier to collect large amounts of data from CRMs, email marketing campaigns, social media platforms, and website analytics. However, that means you need an infrastructure that can organize and process this data in order to turn it into valuable, actionable insights — otherwise, all that data is useless.
AdTech, a subset of MarTech that uses tools to help companies target, deliver, and analyze digital forms of advertising, also requires a substantial amount of data. While this data can be extremely powerful in helping brands reach their target audiences, it requires an infrastructure that can handle a significant amount of data.
In many cases, processing huge quantities of data will require the power of both cloud-based applications as well as dedicated servers. Provided you have reliable network performance, cloud-based services will help increase your processing capacity in a predictable, scalable way, and dedicated servers will allow you more control over your infrastructure, cost, and performance.
Cloud services are a great solution for businesses that don’t want to spend a lot of time maintaining their infrastructure and see many peaks in the load. For larger companies whose applications require an extraordinary amount of RAM, need the ultimate network performance at the lowest latency, or have high CPU clock frequencies, dedicated servers may be a better option because they offer very customized solutions based on your specific goals. Hybrid solutions are another option, using both cloud services and dedicated servers to offer the best of both solutions.
Getting Started With MarTech
For CMOs who are less tech-savvy, it can be difficult to know where to begin building a MarTech and AdTech infrastructure. Fortunately, infrastructure providers such as Leaseweb exist to help navigate the various pitfalls involved. Also, because MarTech is a constantly changing environment, legislation is evolving just as rapidly. Regulations such as Europe’s GDPR can add additional complications, and a trusted infrastructure partner can help set your business up for success.
Leaseweb offers hosting solutions to fit your MarTech and AdTech needs, with a focus on scalability, performance, and security. Our infrastructure is designed to be able to handle millions of clicks per day with reduced latency and costs, all without sacrificing security and protection. Also, as your business grows, your infrastructure can grow with it, with scalable solutions that will help keep your business up and running as demand shifts.
The best CMOs are frequently relied upon to pull other executives in an organization towards a brighter future. Utilizing MarTech in a broader business strategy is a prime example, and it’s not uncommon for the rest of leadership to balk at incorporating what they see as a Pandora’s box of complexity. For CMOs, however, MarTech is incredibly powerful, and if business leaders can tap into the wealth of insights this set of tools can offer, they’ll position their organization to enjoy a greater ROI from a whole host of other initiatives.