What is Martech? A Quick Look at the Differences between Martech and Digital Marketing

The term “Martech” is becoming more and more widely used, and more and more marketers and Growth Hackers are talking about it, but many people still don’t know much about Martech, and may even think that Martech is digital marketing. In this article, we will clarify what Martech is, how marketers use it, and how it is practiced in companies.

What is Martech

Martech is a combination of the words Marketing and Technology, which is why it is called “Martech”, and it refers to all the technology tools that help execute marketing and achieve marketing goals. Digital marketing, on the other hand, is marketing through the Internet, so it’s easy to see why some people think Martech is the same as digital marketing. To be more precise, Martech is mostly a technology tool needed to execute digital marketing.

Martech was first proposed by Scott Brinker, an American engineer and entrepreneur, and in 2011 he created the Martech Landscape, a collection of technology tools commonly used in marketing. Since then, one has been published annually. Other countries have also followed suit with their own Martech Landscapes.

Swedish Martech landscape

What are the Martech marketing technology tools?

While traditional marketing used to be all about brand exposure, today’s global trend is to pursue marketing-driven business benefits. Every aspect of marketing needs to have data, quantifiable results, and ultimately, results for the company. Therefore, Martech is often used to streamline and automate the marketing process, but also to collect and analyze data, allowing marketers, growth hackers or so-called “growth marketers” to use Martech to see the results of marketing campaigns and to adjust and optimize strategies based on the data collected.

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According to the Marketing Technology Map, popular Martech tools fall into 6 categories, including Advertising & Promotion, Content & Experience, Social & Relationships, Commerce & Sales, Data And Management

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Advertising & Promotion

This includes keyword ads, social media ads, native ads, etc. Common tools include Google, Facebook, Dable, etc.

Content & Experience

The content & experience includes audio-visual platform Viemo, Email marketing tools MailerLite, Mailchimp, and tools to monitor website users’ behavior such as Hotjar and Crazyegg, all of which are considered part of the content & experience.

Social & Relationships

In addition to the familiar Facebook and Instagram, there are many tools such as ContentStudio and Hubspot that help manage and track the effectiveness of communities.

Commerce & Sales

Shopline, Shopify.


The core concept of marketing technology tools is to use “data-driven marketing”, so there are naturally many data-based marketing technology tools. In addition to analytics, tableau and Google Data Studio, which many people love to use, can easily visualize data and are also in the data category.


Asana, Clickup, and Notion are all common management tools.


There is no one tool that a marketer must know, but it is important to see what kind of Martech is suitable for your industry and company, and no matter which tool is used, it is the people who operate and interpret the data, so it is important to be able to use and interpret the meaning behind the data.

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