Components of Marketing Stack
The nature of your business influences the technologies you consider important that help you organize them. The main difference is whether a company sells a product or service to a consumer (B2C) or a company (B2B). B2C and B2B marketers have different technology needs because they use different channels and methods to attract customers. When putting together a marketing stack, it's important to understand which technologies are basic and need to be deployed first.
1. Experience Marketing
Experience marketing, also called event marketing, is integral for businesses, as virtual events, meetings, and webinars grow in popularity, it's important to have the right hands-on marketing stack tools to manage these events.
2. Content Management System (CMS):
CMS can be used to create and manage digital content that can be used to enhance websites, blogs, or other related digital content that marketers use or when interacting with customers.
3. Advertising Technology:
Advertising technology is a collective term for software and tools used by companies to plan, set up, and maintain digital advertising activities. While there are several options available in this area, advertising is an important customer acquisition along with a strategic combination of SEM (Search Engine Marketing), retargeting, ad tracking, display advertising, or advantageous attribution software.
4. Email:
People check email several times a day, so email is a great way to connect with both existing and future customers. It is an important channel for customer communication that every marketer must have in their arsenal. A variety of software products available on the market can also automate this process and collect valuable information about recipients and their behavior.
5. Experience Optimization:
Experience optimization is a non-stop process of understanding customers and their requirements and delivering the best customer experience. This may include A/B testing and personalization software, that helps you to take action based on marketing stack analysis.
6. Marketing Data Warehouse:
Most marketers use different applications to make good strategic business decisions. It becomes essential to look at data from different sources for a holistic analysis. To analyze the integrated data, it is important to have a central repository for storing data from various marketing products. The marketing data warehouse acts as a storage for this data and can be considered the only source of truth.
7. Insights and analytics:
Marketers need access to their data to measure their digital marketing activities. Most marketers use website analytics and proprietary business analytics that are tracked by internal or third-party tools. Various business intelligence (BI) tools are also available. BI tools make analysis and reporting easy, efficient, and fast. These tools provide dashboards and visualizations to help you make easy and fast decisions.
8. Social Media Technologies that monitor social activity and promote social maximize the impact of marketing stack channels. Social platforms such as LinkedIn, Instagram, Twitter, and Facebook are important parts of the advertising environment, with many offering paid advertising options.
9. Customer Relationship Management (CRM) Usually a focus for B2B marketers, CRM can track marketing assignments, all customer relationships, and provide insights into how marketing stack campaigns impact your sales and consumer growth.
10. Search Engine Optimization (SEO) SEO is often an important strategy for driving organic traffic to websites by ranking high on search engines such as Google and works well with content marketing strategies. There are many tools to support keyword research and other SEO-related initiatives.