The term “Digital Marketing Technology” (or “MarTech” for short) has entered into common usage, although people often disagree on exactly what it means.
Construed very broadly, digital marketing technology is the collection of digital systems that marketers use to gather, cultivate, and nurture leads and customers. Traditionally, these systems reflected how a marketer wanted to represent a brand or product line.
More Customer Centric
However, as marketing becomes (or aspires to become) more customer centric, marketers increasingly sense that new approaches must focus much more intensely on customer preferences — including their browsing and buying history — and meet them in the channel of their choosing (mobile, in-store, catalog, or otherwise).
Top-performing organizations already recognize that a superior customer experience is intrinsically tied to the quality of their digital channels, and companies that sell tangible products effectively tie together in-store and digital shopping experiences. However, the quest for effectiveness in omni-channel marketing is hampered by a lack of practical frameworks to assess current states, conduct multi-stakeholder analysis, and help charter custom roadmaps for enterprise contexts.
Two Reference Models
So today we're sharing a couple of reference models with our subscribers:
1) A more traditional, architectural reference model that describes a layered inventory of digital marketing systems, to form a baseline for further analysis of functional, integration, and security needs
2) A complementary approach that examines the efficacy and usability of enterprise systems from the perspective of the consumer -- tying systems analysis more closely to business value via the pursuit of consumer engagement and increased sales
Subscribers can download the briefing, "Digital Marketing Reference Models" straight away.
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