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Abstract: Nowadays, the new dimension of marketing and of online marketing in particular is marketing technology. Even if it is just at the beginning, marketing technology will become the most widely used hacking tool in the near future, and will probably be used by companies on the digital market in order to stay ahead of the competition. This article defines the concept of marketing technology, along with the advantages and disadvantages that it brings to a company.
Key-words: marketing technology, Martech, online marketing, growth hacking, marketing technology tools
1.Introduction
For many traditional marketing specialists, online marketing is still a "nebulous" concept, while for the IT&C companies as well as for the worldwide corporations from various business areas, digital marketing becomes the main weapon that helps them attract their customers to a very dynamic market.
In this context, the pioneers of online marketing have moved to a new dimension, implementing technology platforms/solutions that allow them to better manage their marketing and commercial activities.
More than ever, the activity of marketing departments depends on the implementation of technology platforms designed to achieve marketing and commercial objectives, which gives birth to a new stage in the marketing history, namely to marketing technology.
"In 2011, there were 150 companies which used technological marketing worldwide. In 2015, their number had grown to 2,000 and a year after, in 2016, it nearly doubled from that to the 3,500 marks. In 2017, there are 4,891 companies that are using technological platforms in their marketing strategies (Martech Today, 2017)."
2.Definition of marketing technology
The term "marketing technology" involves strategies, solutions, and technology tools used by a company in order to meet its marketing and commercial goals.
Essentially, technology marketing is based on the concept of marketing automation, artificial intelligence (AI), as well as on well-defined marketing strategies. In fact, marketing technology is the perfect bridge between marketing, business and technology, and it is seen as a growth hacking solution for any company that uses it.
Marketing tehnology is based on:
* user behavior analysis using indicators similar to Google Analytics insights;
* intelligent online forms that once filled in with some information will add...