MarTech

A comprehensive definition of MarTech meaning involves the strategic use of specific pieces of technology in the marketing domain. MarTech denotes the tools and assets employed by business entities for creating, implementing, managing, orchestrating, and evaluating both online and offline content, campaigns, and customer experiences, among other things.

MarTech unites a group of technology tools that can lay the foundation of your digital marketing strategy. Here are some examples of MarTech tools:

• Marketing automation software;
• CRM software;
• Social media management tools;
• Email marketing solutions;
• Data and analytics tools;
• Trading desks;
• CDP;
• CMS;
• A/B testing software.

MarTech empowers marketers with unified tools and technologies that make their work efficient, data-driven, and results-oriented. Using a specialized MarTech stack, marketing departments can automate repetitive tasks, streamline the creation of omnichannel targeted campaigns, improve interactions with prospects and customers, enhance service offerings and customer support, and reach specific business milestones.

The MarTech industry is a vast territory that continually develops and diversifies. According to data from chiefmartec.com, there are currently 11,038 solutions available, which is an 11% increase from the previous year’s count of 9,932. The solutions within the MarTech landscape are categorized into the following sections:

• Advertising and promotion; 
• Content and experience;
• Social and relationships;
• Commerce and sales;
• Data;
• Management.

Indeed, MarTech is an excellent industry for new ventures. With a valuation reaching $325 billion in 2022 and a projected CAGR of 20% from 2023 to 2028, it offers substantial growth opportunities. MarTech attracted 5% of global investments in 2022 and experienced considerable funding rounds in 2023. To delve deeper into why MarTech is a top industry for startups, explore our article on the topic here.

MarTech solutions address distinct aspects of marketing activities and provide targeted functionalities to enhance efficiency, precision, and performance. Tailoring each solution enables it to handle specific tasks actively: optimizing advertising campaigns, managing customer relationships, automating repetitive processes, or analyzing data to derive actionable insights. The task-specific nature of MarTech software enables marketers to assemble a customized toolkit that aligns precisely with their goals and requirements.

MarTech tools include various software types catering to diverse marketing needs. For example, MarTech Enterprise platforms comprise comprehensive solutions like CRM systems, marketing automation software, and Big data analytics toolkits. MarTech for small businesses often presupposes more straightforward tools, focusing on essentials like social media management and email marketing. The key distinction lies in scale and complexity, with Enterprises requiring integrated systems while small businesses opt for more streamlined solutions tailored to their goals.

MarTech and AdTech are integral to a comprehensive digital marketing strategy but serve different functions within the ecosystem. MarTech uses a broad spectrum of tools to enhance, optimize, and automate overall marketing efforts. On the other hand, AdTech revolves explicitly around devices and platforms dedicated to streamlining and managing advertising campaigns across different channels.

A MarTech company is a business entity that specializes in developing, selling, or managing technology solutions designed to support, enhance, and streamline marketing efforts. These technology solutions include software, platforms, and applications that assist businesses in marketing, such as customer relationship management (CRM), analytics, automation, content management, and more. Sometimes, a company in this domain can act as a MarTech advisor, consulting other businesses on envisioning, designing, or implementing a specific MarTech solution.

Geomotiv’s developers have 14+ years of experience developing MarTech/AdTech solutions for different clients. Our specialists participated in developing custom functionality for advertising platforms (including DSP, SSP, Ad network, etc.), video streaming platforms, and RTB-powered programmatic solutions, among others. Geomotiv’s development team was engaged in the development of Adoppler – a vertically integrated AdTech stack. The project started as Geomotiv’s product subsidiary and matured into a standalone company.

The back end of MarTech platforms should facilitate high-intensity processing, integration with external APIs, and real-time data analysis. We leverage modern programming languages and frameworks to establish flexible, reliable, and scalable architecture ready for automated marketing workflows:

• Java;
• Python;
• Node.js.

Modern MarTech platforms depend on data-intensive dashboards and real-time updates, which demand optimal rendering performance and uninterrupted data delivery. Front-end frameworks like React.js and Angular handle these requirements using declarative rendering and virtual DOM updates. WebSockets and state management libraries facilitate event-driven data synchronization without blocking or freezing the UI.

We achieve seamless data communication between the front and back end through message queues like RabbitMQ or Kafka. Our engineers optimize response times by implementing API gateways and advanced caching strategies. As a result, you can leverage a technically flawless MarTech platform operating on top of a scalable infrastructure.