Marketing technology tools are making it easier than ever for busy marketers to market their products or services to consumers. While hundreds of marketing technology solutions and providers are available, the following nine categories of marketing technology are typically leveraged by brand marketers and their agencies (depending on size of company and business needs).
1. Social Media Management Software (SMMS)
SMMS is software that facilitates an organization’s ability to successfully engage in social media activities across different communication channels. SMMS is typically used by marketers to monitor inbound and outbound conversations, document social marketing initiatives and evaluate the effectiveness of a company’s social media presence.
2. Email Marketing Software
Email marketing software provides businesses with all of the tools needed to create and execute email marketing campaigns, including: templates, design tools and contact-management solutions. Email software sends emails out via its own server and provides analytics on the success of each campaign.
3. Content Marketing/Management Software
Content marketing software helps marketers determine and manage a user’s end-to-end content process. Content software is typically used to create, store and manage content; track content by date; assign workflows; assign user permissions; distribute content, and/or analyze content effectiveness.
4. Customer Relationship Management (CRM) Software
CRM software covers a broad set of applications designed to help businesses manage customer data and track customer interactions. These programs are typically used by Sales and Marketing and allow teams to access business information, track leads and opportunities, manage business contracts, manage employee/vendor/partner relationships and provide customer support.
5. Digital Advertising Software
Digital advertising software is a broad category that covers data management platforms (DMPs), ad exchanges, supply-side platforms (SSPs) and, less commonly, demand-side platforms (DSPs). These four technologies form the broader digital advertising ecosystem. Within this ecosystem, large amounts of data are collected, integrated and managed by the DMP. Publishers connect their inventory to ad exchanges and DSPs and buyers purchase advertising inventory directly from an ad exchange, ad network or via a DSP.
6. Search Engine Optimization Software (SEO)
SEO software offers keyword suggestions and quality ratings to help businesses and content rank better in search results. SEO software can help organizations perform better than competitors in search, and drive highly qualified website traffic from search.
7. Public Relations (PR) Software
PR software can be used to locate company press mentions, assess competitors’ share of voice, publish press releases, collect press analytics and push out pitches to journalists.
8. Customer Insights/Analysis Software
Customer insights/analysis software, also known as customer intelligence software, helps marketers analyze available customer data and past behaviors in order to inform future marketing strategies. This category of software is typically used to segment customers into sub-groups, track customers as they move across segments over time, predict future behaviors of customers, determine customer lifetime value and access machine-based learning recommendations to improve future marketing efforts.
9. Programmatic Marketing Software
Programmatic media buying, marketing and advertising software enables marketers or their designated agents to make algorithmic purchases of advertising space in real-time using computers. The term programmatic software is commonly used to refer to demand-side platforms (DSPs). Programmatic software is used to automate the buying, placement and optimization of media inventory via a bidding system. Programmatic software typically helps marketers achieve cost and time efficiencies, while simultaneously enabling better targeting of and personalized messaging to advertising recipients.
For more on the use of marketing technologies and analytics within global marketing departments, download DataXu’s latest research report, “Modernizing the Mix: Transforming Marketing Through Technology and Analytics.”