Unit 5.3
An Introduction to Marketing Technologies (MarTech)
IT 204: E-Commerce
Learning Objectives
By the end of this chapter, you will be able to:
- ✅ Define Marketing Technology (MarTech).
- ✅ Describe the role of web analytics.
- ✅ Understand how CRM and marketing automation platforms are used in marketing.
What is MarTech? 🎯
Marketing Technology (MarTech) is the range of software and tools that marketers use to plan, execute, and measure their campaigns.
Think of it as the engine that powers modern digital marketing, enabling efficiency, scale, and data-driven decisions.
The Core MarTech Stack
Most e-commerce businesses rely on a "stack" of three core technologies working together.
📊 Web Analytics
Tracks and reports on website traffic and user behavior.
Answers: "What are users doing?"
👥 CRM
Manages customer data, relationships, and interactions.
Answers: "Who are our users?"
⚡ Marketing Automation
Automates repetitive marketing tasks and campaigns.
Answers: "How do we engage them at scale?"
🔍 Key Tech: Web Analytics
Web analytics is the measurement, collection, and analysis of web data to understand and optimize web usage.
- Provides insights into user behavior.
- Measures campaign effectiveness.
- Identifies areas for website improvement.
Primary Example: Google Analytics
A free and powerful tool that tracks:
- Pageviews & Sessions
- User Demographics
- Traffic Sources (e.g., Google, Social Media)
- Conversion Rates
Key Tech: Customer Relationship Management (CRM)
A CRM is a system for managing a company's relationships and interactions with current and potential customers.
In marketing, a CRM is used to:
- Store customer data (e.g., name, email, purchase history).
- Segment audiences for targeted campaigns.
- Track every interaction a customer has with the company.
Key Tech: Marketing Automation
Marketing Automation platforms are designed to automate repetitive marketing tasks, allowing for personalized communication at scale.
Common Uses:
- Email Marketing: Sending welcome series, newsletters, or abandoned cart reminders automatically.
- Social Media Posting: Scheduling posts across multiple platforms in advance.
- Lead Nurturing: Automatically sending relevant content to potential customers over time.
How They Work Together
MarTech tools are most powerful when they are integrated.
📊 Web Analytics data on user behavior is sent to the CRM.
👥 The CRM stores this data, creating a rich profile of the customer.
⚡ Marketing Automation uses the CRM data to trigger personalized and automated campaigns (e.g., an email with products the user viewed).
MarTech in Practice: The Nepal Context
MarTech adoption in Nepal is growing, but faces unique challenges.
Commonly Used Tools
- Web Analytics: Google Analytics is widely used.
- Social Media: Tools like Hootsuite & Buffer help manage social presence.
- Email Marketing: Mailchimp is a popular choice for newsletters.
- CRM: Adoption is growing, mainly among larger businesses.
Adoption Challenges
- Cost: Can be a significant barrier for small businesses.
- Lack of Skilled Personnel: A shortage of experts to implement and manage the tools.
- Lack of Awareness: Many businesses are unaware of the benefits.
Summary & Key Takeaways
- MarTech is the essential software toolkit for modern digital marketers.
- Web Analytics (like Google Analytics) tells you what users are doing on your site.
- A CRM manages who your customers are and their history with your company.
- Marketing Automation uses that data to engage customers efficiently and at scale.
- Together, these tools enable more effective, data-driven e-commerce marketing.
Discussion Questions
1. How can a marketer use data from Google Analytics (e.g., high bounce rate on a product page) to improve their website?
2. What is the relationship between a CRM system and a marketing automation platform?
3. Can a small business in Nepal do digital marketing without using any paid MarTech tools? What are the limitations?