“MarTech is advertising.”
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| Supply: Kogan Web page |
That is the tagline adopted by Third Door Media a number of years in the past for its MarTech conferences and martech.org web site. And whereas some have argued that the tagline goes a little bit too far, few advertising thought leaders or practitioners would dispute the concept that advertising and expertise have change into practically inseparable.
Scott Brinker, the MarTech convention chair and editor of the Chiefmartec Weblog, captured the interconnectedness of promoting technique and advertising expertise when he wrote, “Technique alone is not sufficient. You have bought to have the ability to execute on it. And martech has change into integral to advertising execution. That is what ‘martech is advertising’ actually will get at.”
Advertising expertise has been mentioned in a whole lot, if not 1000’s, of ebooks, white papers, weblog posts, webinars, and convention displays over the previous twenty years. However there are surprisingly few full-length books that particularly handle this vitally vital matter.
So, a brand new e book by Darrell Alfonso is a welcome addition to our physique of data relating to advertising expertise. The Martech Handbook: Construct a Know-how Stack to Entice and Retain Prospects (Kogan Web page, 2022) offers a precious introduction to the complicated and dynamic world of promoting applied sciences.
Darrell Alfonso is well-suited to write down about this matter. He’s at present the Director of Advertising Technique and Operations at Certainly.com, and he was beforehand World Advertising Operations Chief at Amazon Net Providers.
What’s Within the E-book
The writer used an expansive method in writing The Martech Handbook. The e book addresses – or a minimum of touches on – the entire features of promoting expertise that you’d anticipate finding in an introductory remedy of the topic.
Within the first chapter, Mr. Alfonso describes the exceptional progress of martech, opinions the historical past of martech, and offers an summary of the martech trade. In Chapter 2, he lays out the enterprise want for advertising expertise and discusses the important thing enterprise targets that martech might help firms obtain.
The following 5 chapters of The Martech Handbook cowl a number of of the “nuts and bolts” features of promoting expertise, together with:
- The important thing classes of promoting expertise (Chapter 3)
- The essential attributes of a “martech stack” (Chapter 4)
- Methods to design an efficient martech stack (Chapter 5)
- Methods to determine and choose “core” advertising expertise platforms and functions (Chapter 6}
- Methods to determine and choose the appropriate “ancillary” martech functions (Chapter 7}
Mr. Alfonso then turns to a number of points regarding the administration of promoting expertise. In Chapter 8, he opinions among the primary ideas of managing a martech stack, and in Chapter 9 he discusses martech measurement, governance, and enablement.
In Chapter 10, he discusses the important significance of getting buy-in for advertising expertise. This consists of buy-in from firm leaders for martech investments and buy-in from the individuals who will use the expertise platforms and functions.
Mr. Alfonso concludes The Martech Handbook with a chapter dedicated to how advertising leaders can drive steady enchancment within the efficiency of their advertising expertise methods.
My Take
The Martech Handbook is a welcome addition to our “library” of assets relating to advertising expertise. The e book is well-written, and Darrell Alfonso does a superb job of constructing what could be a complicated and technical matter straightforward to grasp. The writer additionally has intensive hands-on expertise with a number of varieties of advertising applied sciences, and this permits him to deliver a real-world perspective to the e book.
An important factor for potential readers to grasp is that The Martech Handbook is usually written at a really primary stage. As I famous earlier, this e book offers a sound introduction to many vital features of promoting expertise, and the important thing phrase right here is introduction.
The Martech Handbook will probably be notably helpful and precious for any marketer who shouldn’t be already acquainted with advertising expertise instruments and methods. This may embrace:
- Latest graduates who’ve simply began their first advertising job
- Advertising college students who need to be taught extra in regards to the advertising expertise panorama
- Entrepreneurs who’ve had restricted expertise with most varieties of martech (e.g. a marketer at a small firm who has solely labored with e-mail advertising software program)
- A marketer who has lately been given duty for evaluating new varieties of advertising expertise
This e book would even be a superb useful resource for an individual working in one other enterprise operate (e.g. gross sales, customer support, finance, and so on.) who wants to higher perceive the capabilities and the potential advantages and pitfalls of promoting expertise options.
In case you have important expertise working with quite a lot of advertising expertise functions, The Martech Handbook could not profit you drastically. However, in case you aren’t acquainted with the panorama of promoting expertise, or when you have colleagues who match this description, The Martech Handbook will probably be a terrific studying useful resource.
