Marketing technology (MarTech) tools have become essential to any successful marketing strategy. The Content and Experience category has several subcategories, each with a unique set of tools to help marketers create, manage, and optimize their content and user experience. This article will explore the top marketing technology tools in each subcategory, their features, their benefits, and how they can help businesses achieve their marketing goals.
To further support the importance of marketing technology tools, let’s look closely at some research studies and industry leaders’ opinions.
According to a study by Gartner, marketing technology represents 26% of the total marketing expense, which shows the increasing significance of marketing technology in today’s business world. The same study also highlights that marketing technology is marketing organizations’ most significant investment area.
Scott Brinker, the founder of Chiefmartec.com, has been tracking the growth of the marketing technology landscape since 2011. In his 2021 Marketing Technology Landscape Supergraphic, he identified over 8,000 marketing technology tools, a 13.6% increase from the previous year. This shows the explosive growth of the marketing technology industry and the increasing importance of using the right tools to stay competitive.
The AIDA model (Attention, Interest, Desire, Action) can be used to understand how marketing technology tools can help businesses achieve their marketing goals. Attention can be achieved by using SEO, content marketing, and email marketing tools to attract potential customers to the website. Interest can be created using interactive content, personalization, and optimization tools to engage with the audience and improve the user experience. Desire can be made by using marketing automation and lead management tools to nurture leads and deliver targeted messaging. Finally, Action can be achieved by using mobile apps and video marketing tools to drive conversions and increase revenue.
Content marketing is the process of creating and distributing valuable and relevant content to attract and retain a defined audience. Using the right tools to create and distribute content effectively is essential. One of the best marketing tools in the market is HubSpot Content Strategy. This tool helps businesses create and optimize their content by providing them with topic suggestions, search volume data, and content performance metrics. HubSpot also provides a content calendar to help marketers plan and schedule content.
CMS & Web Experience Management
A Content Management System (CMS) is a software application that helps businesses manage their website content. A Web Experience Management (WEM) tool takes this further by providing businesses with a complete suite of tools to create, manage, and optimize their website. One of the most popular CMS and WEM tools in the market is Adobe Experience Manager. Adobe Experience Manager helps businesses create and manage website content, including blogs, images, videos, and other multimedia assets. It also allows marketers to personalize content for their audience and optimize the website for search engines.
DAM & MRM & PIM
Digital Asset Management (DAM), Marketing Resource Management (MRM), and Product Information Management (PIM) tools are essential for businesses that deal with large amounts of digital assets and product information. Widen Collective is one of the best DAM, MRM, and PIM tools in the market. Widen Collective helps businesses manage and distribute digital assets, marketing collateral, and product information. It provides companies with tools to organize their assets, automate workflows, and distribute assets to different channels.
Email marketing is a cost-effective way to communicate with customers and prospects. One of the best email marketing tools in the market is Mailchimp. Mailchimp helps businesses create and send email campaigns, automate email workflows, and segment their audience. It also provides businesses with email performance metrics, including open rates, click-through rates, and conversions.
Interactive content is a type of content that engages the audience and encourages them to take action. One of the best interactive content tools in the market is Outgrow. Outgrow helps businesses create interactive content, including calculators, quizzes, and surveys. It also provides businesses with lead generation forms to capture leads and integrates them with other marketing tools.
Marketing Automation & Campaign/Lead Management
Marketing automation and campaign/lead management tools are essential for businesses that want to streamline their marketing processes and generate more leads. One of the best marketing automation and campaign/lead management tools in the market is Marketo. Marketo helps businesses create and automate marketing campaigns, manage leads, and track performance. It also provides businesses with lead scoring and nurturing features to help them identify and nurture high-quality leads.
Mobile apps are becoming increasingly crucial for businesses that want to engage their audience on the go. Appy Pie is one of the best mobile app development tools in the market. Appy Pie helps companies to create mobile apps without coding, including features such as push notifications, in-app messaging, and analytics.
Optimization Personalization & Testing
Optimization, personalization, and testing are critical for businesses that want to improve their website’s user experience and conversion rates. One of the best optimization, personalization, and testing tools in the market is Optimizely. Optimizely provides businesses with A/B testing tools to help them test different website versions and determine which version performs better. It also gives businesses personalization tools to help them deliver personalized content to their audience based on their behavior and preferences.
Search Engine Optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages (SERPs). One of the best SEO tools in the market is SEMrush. SEMrush helps businesses with keyword research, on-page optimization, and competitor analysis. It also provides companies with SEO audit tools to help them identify and fix SEO issues on their website.
Video marketing is becoming increasingly popular for businesses that want to engage their audience with visually compelling content. One of the best video marketing tools in the market is Vidyard. Vidyard helps companies to create and distribute video content, including personalized video messages, webinars, and video hosting. It also provides businesses with video performance metrics to help them measure the impact of their video content.
Marketing technology tools are essential for businesses that want to create, manage, and optimize their content and user experience. The subcategories of Content Marketing, CMS & Web Experience Management, DAM & MRM & PIM, Email Marketing, Interactive Content, Marketing Automation & Campaign/Lead Management, Mobile Apps, Optimization Personalization & Testing, SEO, and Video Marketing each provide businesses with a unique set of tools to achieve their marketing goals. Companies can use the right marketing technology tools to improve their marketing performance, generate more leads, and increase their revenue.
References mentioned in the article:
- Gartner’s study on Marketing Technology: https://www.gartner.com/en/marketing/insights/articles/what-is-marketing-technology-and-why-does-it-matter
- Scott Brinker’s Marketing Technology Landscape Supergraphic: https://chiefmartec.com/2021/04/marketing-technology-landscape-2021-martech-5000/
- HubSpot Content Strategy: https://www.hubspot.com/products/marketing/content-strategy
- Adobe Experience Manager: https://www.adobe.com/marketing/experience-manager.html
- Widen Collective: https://www.widen.com/
- Mailchimp: https://mailchimp.com/
- Outgrow: https://outgrow.co/
- Marketo: https://www.marketo.com/
- Appy Pie: https://www.appypie.com/
- Optimizely: https://www.optimizely.com/
- SEMrush: https://www.semrush.com/
- Vidyard: https://www.vidyard.com/