Also known as: Marketing Technology
The broad term for the technology, tools, and platforms that power marketing programs. Encompasses everything from planning tools to campaign creation tools, tracking and analytics tools, and everything in between.
Collectively, the tools you use as a marketer are considered your “Martech Stack”. These stacks can be relatively simple but, more often than not, evolve into complex systems that require a fair amount of maintenance and specialized skills to operate effectively. Overly complex stacks can be a hindrance to doing good work.