31 Marketing Technologies
John Spacey, updated on March 19, 2021
Marketing technology is a broad area of information technology that includes tools for advertising, promotion, brand management, sales, customer service and marketing operations. The following are general types or categories of marketing technology.
Ad ExchangesMarkets for advertising that connect multiple ad networks.
Ad ServersPlatforms that deliver ads including optimization and reporting features.
AnalyticsAnalytics is the discovery of meaningful information in data. Often specialized to a particular type of data, such as analysis of web traffic or social media.
Campaign ManagementTools that coordinate marketing campaigns across multiple channels.
Content Delivery NetworkCloud platforms that allow delivery of content from data centers in different regions designed to speed delivery by proximity to users. A content delivery network typically has significant capacity that allows traffic to scale up and down as required.
Content ManagementPlatforms for publishing and managing content and media.
Conversion OptimizationTools that seek to optimize the number of website visitors that take a specific action such as buying something. Techniques may include A/B testing or algorithms designed to discover effective combinations of headlines, copy, images, videos and approaches.
Customer Relationship ManagementLarge platforms that can be used to manage marketing, marketing operations, sales and customer service functions. May include tools for social media management, multi-channel advertising, content management, analytics and workflow.
DashboardsReporting tools that provide a one page realtime view of metrics .
Database MarketingA category of tools that support direct marketing such as email and direct mail.
Decision Support SystemsA generic term for technologies that support marketing decisions. For example, a decision support platform may provide market data to assist in pricing, product or advertising decisions.
Demand Side PlatformPlatforms that allow advertisers to bid for digital advertising inventory in real time. Allows advertisers to target customers based on factors such as location, context, behavior and demographics.
Digital Asset ManagementTechnologies that manage digital assets such as media and marketing collateral.
EcommerceA broad term for any technology that supports electronic business models.
Enterprise Marketing ManagementLarge marketing packages designed to unify marketing functions on a single platform.
Event Driven MarketingEvent processing technologies that can be used to identify and respond to events such as reviews, social media posts, market changes and customer actions.
Gamification TechniquesThe use of game techniques in marketing content, applications and merchandising displays.
Lead ManagementTechnologies for acquiring, qualifying and managing leads.
Marketing AutomationAutomation of repetitive, high speed tasks and activities such as online advertising bids and direct marketing techniques using business rules or algorithms.
Marketing IntelligenceData providers for customer and market information such as prices.
Marketing Resource ManagementPlatforms for marketing operations processes such as planning, budgeting, executing, and measuring marketing campaigns.
Mass CustomizationA business model that allows customers to customize their products, often using interactive design technologies.
Media ProductionTools for production of media such as video editing software.
Publishing ToolsTechnologies for publishing content such as a blog platform.
RemarketingAdvertising that targets customers who have visited your website or used your mobile app recently.
Sales Force AutomationSuites of productivity tools for salespeople including functions such as lead, opportunity, contact, proposal and order management. Orchestrates the sales process and often acts as the primary source of customer data for an organization.
Social MediaPlatforms that allow users to create and share content. Allows you to engage customers by creating and sharing content or advertising. Also a critical source of data as a venue for customers to express their opinions about your brand.
Social Media ManagementA dashboard and set of tools for managing social media marketing initiatives across a variety of accounts.
Social Media MonitoringTools that measure streams of social media data relevant to your brand. Can be used to measure factors such as brand awareness and reputation.
Supply Side PlatformPlatforms for web publishers to offer advertising inventory in exchange for revenue.
WorkflowTechnologies designed to choreograph or orchestrate processes that include human tasks. Often used to semi-automate marketing operations.
Marketing TechnologyThis is the complete list of articles we have written about marketing technology.
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An overview of content delivery network with an example. An overview of CRM with examples. An overview of social media with examples.
Common types of marketing data. A list of key marketing strategies. An overview of 20+ common branding techniques. A list of common ways to measure marketing results. An overview of common pricing strategies.
A definition of product positioning with examples.
Common types of brand storytelling.
The common types of cross-selling.
The common types of marketing campaign.
The common types of target marketing.
A list of price discrimination strategies.
An overview of price wars.A list of price economics principles and theories.
A definition of premium pricing with examples.
A definition of penetration pricing with examples.
The definition of variable pricing with examples.
A definition of channel pricing with examples.An overview of supply and demand with examples.
The definition of value pricing with examples.
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