Marketing technology (Martech) - the most important dimension of online marketing

• Author: Patrutiu Baltes L.
• Pages: 43-48

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

Marketing technology (Martech) – the most important

dimension of online marketing

Loredana PATRUTIU BALTES1

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).”

1 Transilvania University of Braşov, lore_baltes@yahoo.com