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A Beginner’s Guide to MarTech

By April 10, 2017April 18th, 2017A Beginner's Guide to MarTech

Let me Google “Digital Marketing” for you.

Since the dawn of the personal computer marketing has changed dramatically. What was once the industry of Mad Men has become the playground of the David Lightman’s of the world. Digital Marketing and MarTech (Marketing Technology) are a complex web of things. And they continue to grow in complexity. Just check out the difference between service providers in 2014 and 2016!

With so much stuff in this space, how is a company that wants to grow supposed to figure out what to do?

Our goal at Click Laboratory is to take the guess work out of your marketing. That makes us your marketing Sherpa.

Before we dive into specific topics in marketing – building websites, understanding website analytics, SEO, SEM, and PPC – we need to take a care of a few things first. Let’s start by answering the obvious question: What is Digital Marketing & MarTech?

Great questions!

Digital Marketing

According the paragon of all information on the web, Wikipedia, digital marketing is using digital technologies. Well, that clarifies things. Hubspot, one of the largest providers of digital marketing technology doesn’t help much either. Their definition is marketing online.

To be fair, if you read through the articles, you will get a better understanding of what that actually means. So allow us to clarify the definition in as simple way as we can.

Digital marketing is simply marketing.

Because the majority of marketing that occurs these days is online, creating a distinction between digital and traditional marketing is missing the point. And potentially dividing your attention. Having a single view on marketing makes understanding how to win for your business so much simpler.


Now that we have that out of the way, let’s tackle a far greater mystery. What is MarTech?

So let’s start with a simple explanation: MarTech is the technology – hardware, software, platforms, and services, that are used to market today.

You are most likely familiar with some these: Facebook, Google, and Twitter. You may even be familiar with others, like MailChimp, HubSpot, Constant Contact, or even Marketo; but chances are there are quite of few of the more than 3500 products and services that Scott Brinker of tracks annually.

And since the list has grown from 150 to 3500 since 2011, it can be difficult for anyone to keep up with the growth of this technology.

Therefore, the best way we can explain MarTech is to describe how it is used. MarTech is the tools and services that a business uses to market. The combination of all of those tools can be thought of as a stack of interconnected tools and services that share and link information between them. You can just call it your Marketing Stack.

Understanding what Digital Marketing and MarTech is is only the first step. Understanding that doing digital marketing and using MarTech is not a strategy, in and of itself, is vastly more important.

Have questions about how you can use digital marketing to achieve your goals or need help understanding your Marketing Stack? Give us a call.

Nathan Elson

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