The Six Major Areas of a Digital Marketing Technology Architecture
As digital marketing has grown over the last few years, we’ve seen hundreds of new tools evolve and it’s been challenging for many marketers to use all of them effectively. In this blog article, I’ll give you a framework to help you understand the types of tools you could be using to help you build and manage your marketing programs.
The six major areas of a digital marketing technology architecture are:
- Digital Advertising
- Content and user experience
- Social and relationship management
Digital advertising technology includes search, display and programmatic advertising, as well as video advertising with products like YouTube. It also includes social media advertising through websites like Facebook, Twitter, LinkedIn, and Instagram. In addition, you may want to use software for in‑app advertising, content advertising, affiliate advertising, and mobile advertising.
Content and experience technology includes website content management systems and content planning, as well as search engine optimization, video hosting and video management. It also includes personalization of the content itself, marketing animation, testing, and mobile applications.
Social and relationship technology are tools that help you drive engagement and build social relationships with people. This includes CRM, loyalty and referral programs, feedback and chat, and event and webinar technology. It also includes PR and influence management, customer service, social media marketing, community reviews, and call management.
Commerce technology includes e‑commerce products and catalogs, as well as retail and proximity marketing. It also includes e‑commerce cards, payments, affiliate, and channel marketing to drive sales through the channel and sales enablement. These products are very different whether you’re B2B or B2C.
In the data category, there are tools for analytics, dashboards, audience data enhancement, business intelligence, predictive analytics and cloud technologies. A couple of tools that are important here are Google Analytics or Omniture for helping you really understand what’s happening in your website.
In the management category, there are powerful tools for marketing managers and marketing teams to help them work more collaboratively together, work together in project teams, manage projects, recruit the right talent, and even do vendor analysis to find the right tools and technologies.
There is a lot of new technology and many ways of using all these different tools and techniques. I’d encourage you to explore tools in all of these categories and create the marketing tool set that is right for you.
To learn more about marketing technology, click here to go to our webinar on Building a World-Class Marketing Technology Architecture.