Applications of Marketing Technologies (Martechs) in Digital Marketing

Abstract

In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including value creation and capture; customer collaboration and co-creation; digital segmentation, targeting and positioning; integrated digital marketing communication; digital branding; digital consumer behavior; product management and development; price management; delivery and tracking; customer relationship, experience and journey; digital platforms and digital marketing channel management; digital selling and retailing; and digital evidence management.

1 Introduction

Technology has dominated every aspect of business and specifically marketing. Rapidly changing technologies are reshaping the way digital marketers do business and create strategies. This helps them harness the power of new technologies to drive results for their business. Thus, understanding the applications of new technologies on digital marketing is the first step.

In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including value creation and capture; customer collaboration and co-creation; digital segmentation, targeting and positioning; integrated digital marketing communication; digital branding; digital consumer behavior; product management and development; price management; delivery and tracking; customer relationship, experience and journey; digital platforms and digital marketing channel management; digital selling and retailing; and digital evidence management.

2 Martechs in Value Creation and Capture

In today’s competitive world, harnessing new technologies in marketing is crucial to maintaining a competitive edge and creating value for business and customers (PwC, 2019).

Martechs can help reducing the cost of interactions between a business and its customers; producing massive amounts of data which result in better decisions; creating more benefits for customers such as personalized and new products and services, greater convenience, more choice, new experiences and lower prices; and bringing greater efficiency and effectiveness of marketing actions, opportunities to create new value and entering new markets (Reddy & Reinartz, 2017).

In general, martechs create value for businesses and customers in a number of ways (Cao, 2021; Kristensson, 2019; Ro et al., 2018; Su, 2021):

• 1. New technologies can detect sudden supply shortage, automate new orders or remotely regulate processes through 5G network connections. Likewise, self-service technologies have made service delivery for customers cost-effective, convenient and ubiquitous.

• 2. Martechs have transformed the existing channels and provided new channels and platforms such as mobile devices, social media and e-commerce websites, for customers and businesses to interact and transact with each other.

• 3. Chatbots, voice and visual search, machine learning and artificial intelligence are some examples of martechs that support customer service.

• 4. Big data, predictive analytics, CDPs and IoT can provide information about customers by analyzing their past behaviors and predict their future ones. Quantum computing can also help processing this data. Businesses can use this information to personalize their promotions and products for their customers. This can improve the effectiveness of marketing tactics and increase the profits.

• 5. VR, AR, MR and neural analytics tools can provide businesses with new market research method. In fact, they can evaluate the effectiveness of their advertising and new product ideas.

3 Martechs in Customer Collaboration and Co-creation

Co-creation entails the active participation of all stakeholders, including customers, in ongoing cooperation to continuously generate resources, strategically exchange knowledge and objectives and enhance mutual satisfaction (Masucci et al., 2021).

Martechs, particularly self-service technology, provide customers novel prospects to independently do more procedures (Kristensson, 2019). In the present day, the majority of organizations use technological solutions to address the issue of expensive labor. Self-service technologies lead to increased customer engagement and cooperation, hence decreasing personnel expenses.

Vargo and Lusch (2016) argue that self-service technologies facilitate customer collaborative value creation by allowing customers to independently access and interact with technology, enabling them to do certain tasks without assistance from sales personnel or other staff members (Hoyer et al., 2010).

Self-service technologies are acknowledged as a method of collaboratively generating value. The Internet has facilitated virtual co-creation by fostering extensive exchanges. Networked organizations and virtual customer groups facilitate the exchange of information and contribute to the process of developing and creating new products (Galdolage, 2021).

Social media platforms have facilitated the collaborative production of value between businesses and consumers. Businesses are using social networking sites to facilitate value co-creation by allowing customers to express their opinions and suggestions, communicate with like-minded individuals and strengthen their connection and loyalty to businesses. Social networking sites facilitate the collaboration among customers in the design, production, innovation and distribution of goods and services (Zhang et al., 2020).

Moreover, the emergence of novel technologies, such as augmented reality and virtual reality, has revolutionized traditional encounters by including interactive elements and leveraging various forms of media. Famous companies have used augmented reality to create captivating games, produce interactive advertising and improve their consumer experience (Scholz & Smith, 2016).

Big data enables the generation of contextually rich and real-time insights into the consumer market. Big data analytics facilitates the sharing of resources across businesses, serving as a crucial basis for the collaborative production of value between consumers and businesses (Xiang & Fesenmaier, 2017).

4 Martechs in Digital Segmenting, Targeting and Positioning

Segmentation is a technique of classification that classifies customers based on significant differences while disregarding insignificant variances. Targeting refers to the systematic process of selecting specific clients for whom a corporation would tailor and maximize its products or services. Positioning, as described by Chernev (2018), is the strategic approach used by a corporation to shape the perception of its intended customers toward its product or service.

Customer segmentation, targeting and positioning depend on a broad array of data ranging from survey data, focus groups, purchase data, behavioral data and internet tracking data. Martech, including AI, machine learning and big data processing technologies, may enhance the effectiveness and efficiency of segmentation, targeting and placement. Companies may use consumer records, particularly their online surfing history and behaviors, to segment and target certain groups of consumers that they believe they can satisfy. During the second phase, organizations have the ability to monitor the actions and preferences of their intended clientele in order to tailor their marketing tactics accordingly. This leads to the implementation of efficient marketing tactics that precisely cater to the individual demands of each customer (Paruchuri, 2019).

As the Internet of Things advances, location-based services have attracted much attention because of their widespread applications. Hence, companies use the information on the locations of the target customers for personalized targeting and positioning (Geok et al., 2021; Padgett & Mulvey, 2007).

5 Martechs in Integrated Digital Marketing Communication

According to Schultz et al. (2013), Integrated Marketing Communication (IMC) is a strategic business process that encompasses the integration of messages, strategies and organizations. Message integration ensures the uniformity of image, personality, tone, themes and messages in all marketing communications, both in terms of verbal and visual elements. The fundamental concept that distinguishes IMC from marketing communication is strategic integration. The primary components of strategic Integrated Marketing Communications (IMC) are strategic alignment, customer orientation, organizational framework, culture and communication and IMC skills. Strategic integration should include the integration of the organization itself, facilitating cross-functional planning, interaction and the establishment of beneficial long-term connections (Porcu et al., 2012).

Martechs have introduced novel platforms for seamless integration and enhanced engagement. For instance, social media has facilitated the integration of customer service into the dialogue with customers on social media platforms, allowing for the resolution of issues and the establishment of enduring connections. Furthermore, the use of big data and data sharing platforms has enabled the seamless coordination of various marketing initiatives and cross-functional planning (Kerr & Kelly, 2017). The feedback provided by consumers is stored as a database for the purpose of running the IMC (Mundaganur et al., 2019).

Ferreira and Fino (2020) propose that virtual reality may be advantageous in an integrated marketing communications (IMC) strategy. Sectors such as tourism and hospitality, fast food establishments and sports are reaping the advantages of using cutting-edge augmented reality and virtual reality apps (Koukopoulos & Vrechopoulos, 2020).

The emergence of Internet of Things (IoT) and Wearables has led to a rise in the quantity of interconnected gadgets that marketers may use to collect consumer data from different sources and incorporate it to tailor their marketing plan appropriately (Martech.zone, 2019).

6 Martechs in Digital Branding

As per Kotler et al. (2021), branding refers to the process of imbuing goods and services with the influence of a brand. A brand refers to a unique identifier, such as a name, word, design, symbol or any other distinguishing characteristic that sets apart the goods or services of one seller from those of other vendors Kotler et al. (2021).

Martechs assist firms in enhancing their brand image by ensuring their continued relevance in the eyes of customers and facilitating meaningful customer engagement. The brand’s impression is indeed influenced by the technologies that are now accessible. Consumers are extensively using mobile devices for various tasks, and organizations must effectively use mobile technology to have a favorable impact on consumers. Moreover, martech empowers firms to enhance customer empowerment and provide them with a captivating experience. This has the potential to establish an emotional connection between a brand and its target audience. For example, the narratives that brands construct are collaboratively written by the audiences that encounter them. According to Rondeau (2005), customers who actively participate in shaping the brand’s narrative on social media develop a sense of ownership and commitment toward that brand.

Effective communication is crucial for creating and sustaining connections between a business and its customers. Martech facilitates the creation of digital platforms such as search engines and social media, enabling brands to disseminate their culture, values and personality, hence attracting specific target audiences. This may also improve the brand’s exposure and enable it to be noticed and acknowledged by its intended audience (Yan, 2011, 2015).

Enhancing how customers experience with goods and services is crucial for achieving effective branding. Martech enhances search and discovery, streamlines the logistics process and facilitates quicker and more convenient payments. Consequently, businesses have the opportunity to enhance their brand image by providing superior customer service. For instance, virtual reality (VR), augmented reality (AR) and sensory-enabling technologies provide a distinctive consumer experience that enables customers to actively explore a product, test it before to purchase, interact with the brand and make a purchase simultaneously (Pizzi et al., 2021).

Another crucial aspect of branding is cultivating a sense of exclusivity and importance among customers. Technologies such as big data, data analytics and geo-fencing have facilitated the ability to tailor and personalize experiences, fostering direct contact and cultivating personalized connections. Chatbots are AI-powered robots that can engage customers and provide personalized suggestions (Varsha et al., 2021).

7 Martechs in Digital Consumer Behavior

Digital consumer behavior refers to the examination of consumers and their activities conducted on the internet. The user’s device use visited websites, clicked links, interacted advertisements, navigated pages, departure time and method and other related information.

The advent of martech has led to a significant transformation in consumer behavior. Several pivotal marketing tools significantly influence consumer behavior, such as:

• 1. The advent of mobile and 5G technologies has empowered consumers to effortlessly get information and purchase items and services at their convenience. Consumers have the ability to assess items and services and make comparisons with other alternatives prior to making a purchasing choice (Kamra & Shalini, 2018).

• 2. Currently, consumers have a need for businesses to be very responsive on all platforms and want a quick and efficient service from them. Hence, marketing technologies like artificial intelligence, chatbots, voice and visual search facilitate the rapid achievement of their objectives (Jain & Gandhi, 2021).

• 3. Social media has facilitated consumer-brand communication and enabled the sharing of views among peers. The aforementioned studies (Jose, 2017; Putter, 2017) have shown that this significantly influences consumer decision-making process and their propensity to make a purchase.

• 4. Blockchain has enhanced data security. This has incentivized consumers to make online purchases and use online payment methods. Implementing a blockchain tracing system boosts supply chain transparency and process management, hence bolstering consumer service and confidence (Wang et al., 2021).

• 5. Big data enables businesses to effectively target the appropriate customer, in the correct location, and at the optimal moment. By using consumer data, businesses may scrutinize consumer behavior and provide tailored goods and services, as shown by Abrardi et al. (2021). The research conducted by Jain and Gandhi (2021) demonstrates that artificial intelligence has a substantial influence on the buyer’s impulsive buying decisions.

• 6. Virtual reality and augmented reality have the potential to enhance the customer experience and impact consumers’ purchase intention by enabling them to test items prior to making a purchase (Rangaswamy et al., 2022).

• 7. The Internet of Things (IoT) captures and transmits individualized data. Therefore, businesses have the ability to gather empirical data on their consumers’ daily actions and determine the most impactful methods and interventions. By using this capability, businesses may effectively monitor consumers’ preferences and tailor their offerings to suit individual needs (Nunes & Arruda Filho, 2018).

• 8. Self-service technologies have enabled consumers to independently do their own transactions and enjoy a rapid and smooth purchasing procedure (Ricard et al., 2001).

8 Martechs in Product Management and Development

Martechs provide significant prospects for product creators to distinguish their new items and enhance the process of conceptualizing, developing and launching these products.

In order to achieve success, it is essential that products align with the specific requirements and needs of the customers. Therefore, a crucial aspect of product development is the creation of prototypes (Kotler et al. 2021). Advancements in technology have facilitated the process of creating prototypes by making it more convenient, efficient and cost-effective. Utilizing 3D printing, rapid prototyping may serve the purpose of evaluating the technical aspects of a product’s design, as well as gathering feedback from customers and validating a proposed new product (Wilkinson & Cope, 2015).

In order to create prototypes, product developers should use consumer data obtained from marketing technologies such as Customer Data Platforms (CDPs) and social media platforms to assess the potential response of customers toward the final product. Currently, algorithms and bots are actively examining user forums, blogs and social media posts in order to gather information about the desires, problems and preferences of potential customers (Hidayanti et al., 2018).

Furthermore, the use of neural analytics technologies facilitates the acquisition of more profound insights via direct user contact. The use of EEG, biosensors and eye tracking facilitates the quantification of attention, engagement, memory, activation, impact and implicit association. This approach provides a greater depth of understanding compared to only relying on consumer interviews or focus groups (Ariely & Berns, 2010). Moreover, neuro-marketing may be advantageous in the areas of product design, packaging and distribution (Šola, 2013).

Virtual reality and augmented reality are significant martech tools that aid in product development. They are used to evaluate preliminary iterations of goods far in advance of the actual project’s completion (Da Silva et al., 2018). Three primary applications of virtual reality (VR) and augmented reality (AR) that offer significant prospects for product development include: simulating virtual prototypes for testing purposes, providing training on product usage prior to their actual existence and facilitating communication with colleagues or external parties (such as users, experts and customers) to enhance product conceptualization and design plans (Ottosson, 2002).

AI is used for forecasting the results of technical product testing, hence expediting the selection of the optimal technical solution. AI utilizes real-world data and analysis to forecast results in a more efficient and cost-effective manner compared to conventional laboratory testing procedures. Furthermore, artificial intelligence (AI) may use this forecast to suggest individualized merchandise for customers on digital platforms (Wang et al., 2020).

In the context of product management, chatbots, voice and visual search all enhance consumers’ ability to search for items online and locate the specific products they want. Furthermore, the Internet of Things presents prospects for businesses to enhance product innovation and optimize manufacturing, marketing and shipping processes (Yerpude & Singhal, 2018).

9 Martechs in Price Management

Efficient pricing management is a crucial element in business operations. Dynamic pricing is a strategy that provides enough adaptability to accommodate changes in the current setting. Dynamic pricing refers to the practice of setting variable prices for products within the same category based on certain product attributes or changes in product status (Liu et al., 2008). Businesses may use martechs to track the costs of competing items and get insights into consumer price sensitivity. Subsequently, businesses have the ability to provide adaptable pricing strategies in order to maximize their earnings.

RFID technology enables businesses to get necessary data for dynamically adjusting pricing based on demand and supply levels, hence maximizing income (Chande et al., 2005).

Big data is a crucial marketing technology that facilitates price control and allows for individualized pricing. Big data integrates client data and other data sources, such as search activity, into a unified dataset that forms the foundation for dynamic pricing algorithms. Big data analysis enables businesses to accurately assess prevailing market circumstances and strategically adjust pricing in accordance with supply and demand dynamics (Guizzardi et al., 2021). The Internet of Things (IoT) and wearables have the capability to monitor and record the movements of customers, generating significant amounts of spatio-temporal big data (Hardy et al., 2019).

Furthermore, artificial intelligence facilitates the use of automated algorithmic pricing. It utilizes data analysis on extensive datasets to identify trends in customer behavior and provide accurate pricing suggestions. Machine learning systems use vast datasets to anticipate sales and dynamically modify prices of items (Asker et al., 2021).

10 Martechs in Delivery and Tracking

The importance of package delivery and online monitoring also rises as online purchasing expands. Customers want a pleasurable purchasing experience online, which includes the punctual delivery of their packages. Hence, it is essential for businesses to consistently inform customers with the whereabouts of their purchases. Emerging technologies streamline the process of delivering and monitoring packages.

5G is a technology that provides data rates that are 20 times faster than those of 4G networks. This facilitates the widespread deployment of IoT by substantially enhancing the capacity and velocity of data processing and information exchanges across diverse devices. The use of 5G technology may enhance business’s ability to utilize analytics-driven solutions for more efficient inventory and supply chain management. This leads to enhanced precision and efficiency in reaching the final customers. The advancement of 5G technology is expediting the progress of autonomous cars, which have the potential to be used for product distribution (Dolgui & Ivanov, 2021).

The use of GPS technology has facilitated businesses in monitoring the movements of their delivery drivers in real time, hence allowing them to provide timely updates to their customers on the status of their deliveries. In addition, the use of GPS navigation devices enables enterprises to optimize their vehicle’s routes and save operational expenses (Xiao, 2020).

Blockchain may be used to securely record comprehensive information on the cargo’s progress, encompassing location, date and time, details of the person handling the shipment, temperature and condition of the box or goods. This feature enables users to monitor the status of their cargo in real time, ensuring that it has been handled correctly and delivered punctually to any specified destination. Additionally, it will aid merchants in locating missing or damaged items inside the shipments. Furthermore, blockchain-powered exchanges will enable merchants to safely engage in buying or selling activities with both other retailers and distributors by using the shared ledger of the blockchain (Chakrabarti & Chaudhuri, 2017).

Additionally, automated systems and chatbots improve the experience of customers by providing them with immediate access to updates and information about shipments and services (Song et al., 2006).

Artificial intelligence and machine learning are further martech tools that may be used for delivery and tracking purposes. These technologies have the capability to forecast disruptions caused by adverse weather or traffic conditions, thus enabling proactive measures to prevent logistical delays (Ghahremani Nahr et al., 2021).

Technology also affects warehouses, which in turn may impair the delivery of items. Automation has enhanced the operational efficiency and organization of warehouses and has facilitated the recovery of merchandise and expedited delivery processing.

Ultimately, the Internet of Things (IoT) is revolutionizing the landscape of the logistics sector. Delivery vehicles may be equipped with sensors to provide precise location information of shipments. Wireless technology enables tracking of packages inside warehouses, while hand-held scanners facilitate digital stock management (Vass et al., 2020).

11 Martechs in Customer Relationship, Experience and Journey

Lemon and Verhoef (2016) provide a definition of customer experience as the manner in which the customer engages with a business at different points of contact throughout their journey, including activities before, during and after a transaction.

The use of martechs is significantly altering the customer experience and the dynamics of the customer relationship (Hoyer et al., 2020). Businesses must familiarize themselves with these technologies to maintain a competitive edge and provide customers with an excellent experience, hence fostering long-term relationships. These are some of the leading technologies that may enhance the customer experience throughout the customer journey and facilitate the development of a lasting connection with customers:

• 1. Chatbots: In light of the widespread use of smartphones and the availability of mobile search capabilities, today’s consumers anticipate receiving prompt responses and having rapid internet access. Chatbots are specifically programmed to interact with clients via online communication. They possess the ability to address customer queries and meet the contemporary consumer expectation for immediate assistance (Hoyer et al., 2020).

• 2. Virtual reality and augmented reality: Virtual Reality (VR) and Augmented Reality (AR) enable potential customers to visually experience a product prior to finalizing their purchasing choice. They empower customers to enhance their knowledge about the business and effectively resolve their own issues to a greater extent than before. Virtual Reality (VR) and Augmented Reality (AR) technologies provide users with an immersive and engaging experience by using computer-generated displays to simulate real-world environments. This enhances the level of interactivity, realism and depth of experiences that consumers receive (tom Dieck et al., 2023; tom Dieck & Han, 2022; Hoyer et al., 2020).

• 3. Predictive analytics: Predictive analytics use artificial intelligence and algorithms to anticipate the specific kind of experience consumers want in the future. Businesses may use this forecast to provide customers with the appropriate message, on the appropriate device, at the precise time, hence enabling personalized, smooth omnichannel experiences (Forbes, 2023; Forbes, 2021).

• 4. Big data: Big data enables firms to provide consumers with highly customized experiences. Big data may assist businesses in forecasting customer behavioral patterns and buying trends (Spiess et al., 2014).

• 5. Artificial intelligence: During the awareness stage of the customer journey, artificial intelligence (AI) detects the noteworthy elements for the customer and provides suggestions for product or service recommendations. During the contemplation phase, AI may assist websites in the integration of data, enabling customers to acquire information and make comparisons between similar items. During the shopping process, artificial intelligence (AI) acquires knowledge about the customer’s distinct purchasing behavior and subsequently offers tailored suggestions. During the support phase, AI may analyze customers’ behavior and monitor indicators of unhappiness in order to respond appropriately to individual clients. These tactics provide customized customer service, which may enhance the client experience and foster a lasting connection with customers (Ameen et al., 2021; Daqar & Smoudy, 2019).

• 6. Social media: Businesses have the ability to gather input from various social media channels in order to get insights into consumer feelings and opinions. Subsequently, individuals have the ability to generate customized material with the aim of enhancing interaction and enhancing the satisfaction customers have (Lee et al., 2016).

• 7. Automation: Businesses may enhance their operational efficiency and improve customer experience by using automation in sales, marketing and customer support functions (Daqar & Smoudy, 2019).

• 8. Blockchain: Blockchain offers a novel method for ensuring data security and significantly enhances the system’s resistance against hacking attempts. Ensuring the customer data security is a crucial aspect of delivering a robust customer experience. Furthermore, blockchain technology facilitates the existence of digital currency and intelligent agreements. These provide an expedited, cost-effective and highly secure method for conducting financial transactions without the involvement of any intermediaries (Ghazaleh & Zabadi, 2021).

• 9. The Internet of Things: The Internet of Things (IoT) has the ability to use interconnected items and data collected by sensors to improve the overall consumer experience. Businesses may use Internet of Things (IoT) devices in conjunction with closed-circuit television (CCTV) cameras to evaluate client behavior and minimize queues. In addition, biometric devices may be used at the door to promptly identify customers upon their arrival, so expediting the whole process. Biometric sensors have the potential to eliminate the need for physical signatures, hence making physical presence no longer required (Hoyer et al., 2020).

• 10. Customer data platforms: CDPs enable businesses to accurately track individuals’ whereabouts and monitor their potential purchasing decisions. In addition, they enable the customization of marketing efforts, experience enhancement strategies and tailor offerings that are specifically suited to individual consumers rather than a broad demographic section (Forbes, 2021).

• 11. Sensory-enabling technologies: These technologies allow consumers to assess a product online using their several senses, including visual, olfactory, haptic, aural and gustatory. Consequently, this may lead to an enhanced online customer experience and increased purchase intention (Petit et al., 2019).

12 Martechs in Digital Platforms and Digital Marketing Channel Management

Technology facilitates the coordination, implementation, enhancement, analysis and documentation of digital marketing channel operations that constitute marketing campaigns (Smart Insights, 2022).

There is a wide array of methods and platforms available for companies to effectively engage with their audience, establish communication and facilitate product sales. The following technologies may function as efficient communication channels (Margaret & Yarilet, 2024; Chaffey & Smith, 2012):

• 1. Websites: A website offers a specialized platform for businesses to share useful and pertinent information about their brand, goods and services with their target audience. The firm has the ability to engage in communication or sales activities with prospective clients via a website. In the end, this might lead to improved brand awareness and fresh sales prospects for the business in question.

• 2. Email: Email enables businesses to use cutting-edge content marketing strategies, such as customization and automation, without adversely impacting their marketing budget.

• 3. Social media: This channel aims to categorize individuals based on their interests, foster personal relationships and promote the exchange of material and experiences. By actively participating in social media and effectively engaging with their target audience, businesses may provide opportunities for organic traffic.

• 4. SEO (organic search): Individuals use search engines for the purposes of doing research, making purchases and seeking enjoyment. During the process of looking for items or services, people are inclined to visit websites that possess better rankings. Therefore, it is essential for businesses to include search engine optimization (SEO) into their channel management endeavors.

• 5. SEM (paid search): One benefit of using sponsored search is that it positions advertisements above organic search results, enhancing their visibility to users. This implies that by using SEM, the business is able to attract and catch the attention of actively involved searchers before they have an opportunity to explore other possibilities and rivals.

• 6. Progressive web apps: The mobile phone user base has seen exponential growth. Mobile app use dominates the time spent by smartphone users, making it a lucrative avenue for marketing. Hence, it is logical to use the functionalities of the application to engage in communication with customers.

• 7. Geo-fencing: Due to the substantial volume of individuals using mobile devices, businesses are eager to transmit promotional material to mobile users according to their geographical location. The use of location data enables the more convenient recommendation of items or services, hence enhancing the entire customer experience.

Still, businesses have to determine the channels and platforms that provide the most efficacy in generating leads, turning them into customers and fostering a superior customer experience. To achieve this objective, data may be gathered from several sources, such as customer behavioral data, the frequency of their use of each channel and their perceptions toward each channel. Subsequently, they may use the potential of extensive data and artificial intelligence to scrutinize the accumulated data and assess the efficiency of different channels. Consequently, businesses are able to enhance their channel management and allocate resources toward more impactful channels, so increasing their overall engagement.

Furthermore, given that organizations use many channels and platforms for their marketing endeavors, it is essential for them to effectively oversee and merge these resources in order to provide a cohesive and uninterrupted experience for their clients. Omnichannel is a strategy in which a firm provides customers with access to its goods, offers and support services over many channels, platforms and devices. Omnichannel encompasses the use of both brick-and-mortar and digital channels, along with the provision of seamless shopping experiences (Berman & Thelen, 2018).

Rigby (2011, p. 4) provides a definition of omnichannel as “a unified sales experience that combines the benefits of brick-and-mortar stores with the information-intensive experience of online shopping”.

An Application Programming Interface (API) is a software component that facilitates smooth communication and data exchange between various applications. The API is valuable for managing channels and platforms, serving the objective of omnichannel integration (Forbes, 2022).

13 Martechs in Digital Marketing Process Management (Digital Selling and Retailing)

In the present day, merchants have recognized the advantages provided by evolving technologies and have used them to develop novel digital tactics in order to attract contemporary consumers. Below, we will explore some of the leading martech solutions that are beneficial for digital retail businesses.

Through the use of big data and predictive analytics, retailers can examine consumer behavior and historical trends to gain valuable insights into consumer purchasing patterns. This enables them to personalize offers, cater to consumer needs at different stages of the customer journey, enhance supply chain efficiency and reduce costs (Fisher & Raman, 2018).

Another potent marketing technology for shops is recommendation engines, which use artificial intelligence algorithms to assist consumers in discovering items they were previously unaware of and to suggest goods based on their previous purchasing and research patterns. Retailers might get advantages from increased sales and enhanced customer satisfaction as a result of the user-friendly nature of the system (Behera et al., 2020).

Automation allows merchants to enhance the velocity and adaptability of their operations. Implementing this technology may greatly decrease the amount of time it takes to process orders. Moreover, automated systems provide an appealing approach for warehouses to effectively meet the requirements of demand. Automated warehouses enhance inventory management by using intelligent robots and computer systems to maintain accurate and up-to-date stock information. This data enables merchants to effectively control the movement of their inventory, generate precise forecasts and make intelligent choices that enhance the retailers’ financial gain (Forbes, 2019).

Chatbots enhance the consumer experience before and after making a purchase by reducing instances of customers abandoning their shopping carts and assisting them in resolving issues without the need for human assistance (Anshu et al., 2019).

Augmented reality and virtual reality are also significant technologies in the field of marketing and retail. AR and VR services enhance the purchasing experience by allowing users to see and evaluate how an item would appear in a space before making a purchase. This may facilitate consumers in making buying decisions more effectively and enhance their intention to make a purchase (Fan et al., 2020).

The use of visual search technology with images has likewise revolutionized the processes of selling and retailing. For customers who are unfamiliar with a certain brand or product, they may just submit a picture to get search results. The use of this method is quite advantageous for product discovery and sales augmentation (Gangopadhyay, 2001).

Social networking is crucial in the realm of digital commerce and retail. Social media platforms have the capability to facilitate client purchases via the use of clickable posts. Upon clicking on the post, the price of the item is shown, and subsequently, the user finalizes the purchase on a separate website. Social media platforms may serve as a means of promotion, allowing customers to share their experiences, so increasing brand recognition and establishing connections between firms and consumers (Torres de Oliveira et al., 2019).

Customer relationship management (CRM) and customer data platforms are widely used tools in sales and marketing. They allow salespeople to effectively monitor and analyze their data, enabling them to identify sales opportunities and cater to the specific demands of clients (Stone et al., 2017).

Blockchain technology may be used to aggregate and store customer data, enabling businesses to prioritize customized shopping and enhance customer services. Blockchain technology will reduce the danger of fraudulent financial transactions in the payment sector. Blockchain’s ability to preserve every transaction enables institutions to promptly examine payment trends in real time, if required. Consumers’ payment modalities may be assessed to determine reward points, cash back, bespoke retail prices and promotions. These offers can then be promptly communicated to consumers. Furthermore, blockchain technology can verify the genuineness of a product, allowing buyers to examine the product’s records and prevent counterfeiting. This, in turn, enhances customer trust in the quality of the product (Chakrabarti & Chaudhuri, 2017).

Retailers are using self-service technology to enhance service quality, since customer service is a crucial determinant in the present marketplace. These technologies promptly fulfill customer requirements by enabling them to resolve their issues via the use of technology. Utilizing self-service technology enables stores to decrease their labor expenses since they eliminate the need for extra personnel to assist customers (Cho & Fiorito, 2010).

The electronic wallet, or E-wallet, has revolutionized payment methods and streamlined online transactions by providing a fast and secure digital platform. The system saves sensitive personal and financial data, including credit card details, passwords, PINs and other relevant information (Upadhayaya, 2012).

14 Martechs in Digital Evidence Management

Online customers seek digital proof as a means of reassurance about a business. Utilizing digital proof is crucial for optimizing the customer experience and fostering customer loyalty. Digital evidence encompasses the many components that impact the online consumer experience, including the design of a website, customer evaluations, social influencers and other related factors.

The website plays a crucial role in the collection of digital evidence. Websites should be developed in a systematic manner, exhibiting a cohesive aesthetic that instills a sense of ease and familiarity among customers. Therefore, certain factors that instill confidence in anxious visitors include: assurances, reimbursement policies, confidentiality policies, security symbols, memberships in trade and professions, accolades, customer rosters, endorsements from customers and third parties, adherence to international standards such as ISO, unbiased reviews, media coverage, ethical guidelines, connections to the community, complete address and contact information, text-only version, absence of errors and dependable response systems (Chaffey & Smith, 2012).

Several crucial considerations must be considered throughout the process of website design (Chaffey & Smith, 2012):

• Accessibility: An inclusive design facilitates the usage of websites by those with visual impairments and other disabilities. Additionally, it facilitates users who access the website via various web browsers and different devices such as mobile phones or tablets. Furthermore, it indirectly aids in search engine optimization.

• User-centered design and usability: An intuitive website facilitates users in locating desired information, ensuring a good user experience and enabling fast completion of tasks. Website design that is oriented on the user guarantees that the website effectively caters to the demands of its visitors.

• Information architecture and findability: Conducting an analysis and designing a solid system for structuring and labeling material in headers and navigation is crucial for enhancing findability via normal navigation and on-site search.

• Search engine optimization (SEO): SEO is essential in website design and content management systems since it enables search bots to crawl material and assess the significance of various pages.

• Web standards: Adhering to standards ensures uniformity in the coding and appearance of webpages across various browsers.

• Persuasion to deliver commercial results: The primary focus of website design should be to highlight targeted information and guide consumers through their journeys on the site, ultimately aiming to optimize the conversion rate and achieve the site’s goals. Websites should restrict user choice by prioritizing the most useful material, rather than offering endless options.

15 Summary

Martechs enhance business and customer value by enabling timely delivery and various industrial activities, establishing additional channels and distribution, bolstering customer service and enhancing value creation via the use of big data.

Self-service technologies facilitate the customer co-value generation by giving customers the ability to independently access and interact with technology to do certain activities. Furthermore, social media facilitates the collaborative generation of value between businesses and consumers. It achieves this by motivating customers to express their opinions and ideas, engage with like-minded individuals, establish stronger connections with brands and participate in the joint design, production, innovation and distribution of products and services. Furthermore, augmented reality and virtual reality have revolutionized traditional encounters by including interactive elements and using various forms of media. Big data analytics facilitates the pooling of resources across enterprises, serving as a crucial basis for the collaborative production of value between consumers and corporations.

Companies may use consumer records, particularly their online surfing history and behaviors, to segment and target the specific set of consumers they believe they can satisfy. During the second phase, organizations have the ability to monitor the actions and preferences of their intended clientele in order to tailor their marketing campaigns accordingly. Furthermore, as the Internet of Things and location-based services advance, organizations may use client location data to tailor their targeting and positioning strategies.

The advent of social media has facilitated the integration of customer service into the dialogue with customers, allowing for the resolution of issues and the establishment of enduring connections. Furthermore, big data has enabled the amalgamation of diverse marketing initiatives. The feedback provided by consumers is stored in a database for the purpose of running the Integrated Marketing Communication (IMC) system. Virtual reality may also be beneficial in an integrated marketing communications (IMC) approach. Internet of Things (IoT) and Wearables may be used by marketers to collect customer data from several channels and merge them to tailor their marketing approach appropriately.

The use of mobile technologies and social media may enhance businesses branding efforts by fostering a favorable perception among consumers. Moreover, virtual reality and augmented reality provide a unique customer experience, enabling customers to examine a product, test it before to purchase, interact with the brand and make a purchase simultaneously. Ultimately, the use of big data and data analytics has facilitated the ability to tailor and personalize experiences, fostering direct contact and cultivating personalized connections.

Several martechs significantly influence consumer behavior. For instance, mobile technology empowers consumers to access information and seek products and services at their convenience. Artificial intelligence and chatbots facilitate prompt responses and services for consumers. Social media enables consumers to engage with brands and share their opinions with their peers. Additionally, blockchain technology enhances data security. This has stimulated consumers to make online purchases and utilize online payment methods; big data enables businesses to analyze consumer behavior and provide more tailored products and services based on their data; VR and AR can impact consumer purchase intentions by allowing them to test products before making a purchase; the IoT records and transmits personalized information, enabling businesses to closely observe consumer preferences and customize their offerings accordingly; and self-service technologies have given consumers the ability to independently carry out transactions and enjoy a rapid and smooth purchasing process.

Utilizing 3D printing, rapid prototyping may be used to evaluate the technical aspects of a product’s design and get user input and validation for a proposed new product. In order to create a prototype, it is advisable to use consumer data obtained from IoT and social media to gauge consumer response to the final product. Furthermore, neuro-marketing methods may be beneficial in the areas of product design, packaging and distribution. VR and AR are beneficial for product development since they facilitate the testing of first product iterations. Artificial intelligence is also used to forecast the results of technical product evaluations, hence expediting the selection of the optimal technical solution. Chatbots, voice and visual search enhance customers’ online product search and aid in locating desired items. The Internet of Things offers companies the chance to innovate their products and enhance their production, marketing and shipping processes.

RFID technology enables businesses to get necessary data for dynamically adjusting pricing based on demand and supply levels, hence optimizing revenue. Big data facilitates individualized pricing by enabling businesses to optimize prices according to supply and demand. Furthermore, AI facilitates the implementation of automated algorithmic pricing by examining extensive datasets and identifying trends in consumer behavior, therefore providing accurate price suggestions.

The use of 5G technology may enhance business’s ability to utilize analytics-driven solutions for more efficient inventory and supply chain management, leading to improved precision and swiftness in reaching out to customers. The advancement of 5G technology is also expediting the progress of autonomous delivery trucks. The use of GPS technology has facilitated the ability of companies to monitor the movements of their delivery drivers in real time and provide timely updates to their clients on the status of their deliveries. Furthermore, blockchain has the capability to store and manage information pertaining to the cargo, allowing for seamless online tracking in real time. Automated systems and chatbots provide customers with immediate access to updates and information about shipments and services. Artificial intelligence and machine learning have the capability to forecast disruptions caused by weather or traffic conditions in order to proactively prevent logistical delays. The use of automation in warehouses has enhanced operational efficiency and business, leading to improved product retrieval and expedited package processing. Ultimately, the Internet of Things (IoT) enables anyone to precisely determine the location of a package. Parcels may be monitored and traced throughout the warehouses using wireless technology.

Martech solutions have the potential to enhance the customer experience across the whole customer lifecycle and establish enduring relationships. Chatbots are specifically programmed to answer questions from customers and provide immediate assistance. Virtual Reality (VR) and Augmented Reality (AR) technologies provide users with an immersive and dynamic experience of a real-world environment by using computer-generated displays. Predictive analytics anticipate the preferred customer experience. Through the utilization of big data and artificial intelligence, businesses may seize the chance to provide consumers with exceptionally tailored experiences. Social media empowers businesses to curate tailored content and enhance customer experience by gathering input from all their social media channels. Automation has the potential to expedite business procedures and enhance convenience for customers. Blockchain provides robust data security, a crucial element in delivering a resilient customer experience. The Internet of Things (IoT) may use interconnected items and data collected by sensors to improve customer experience. CDPs enable businesses to customize marketing efforts, experience enhancers and offers that are tailored to an individual customer rather than a group. Ultimately, sensory-enabling technologies empower consumers to assess a product’s qualities using their senses in an online setting. This may lead to an enhanced online customer experience and increased intention to make a purchase.

Several technologies that may function as efficient communication channels include websites, email, social media platforms, SEO (organic search), SEM (paid search), progressive web applications and geo-fencing. Businesses may use big data and artificial intelligence (AI) to scrutinize the data and evaluate the efficacy of different channels, with the aim of identifying the most efficient ones. Furthermore, it is essential for businesses to effectively oversee and merge all communication channels in order to provide a cohesive and uninterrupted experience for customers. An Application Programming Interface (API) is a programming component that facilitates smooth interaction and data sharing across multiple applications. It is valuable in managing channels and achieving omnichannel functionality.

Within the realm of digital selling and retailing, predictive analytics enables merchants to examine consumer behavior in order to customize offers, cater to consumer wants, enhance operational effectiveness and minimize supply chain expenses. Recommendation systems use consumers’ historical purchasing and browsing patterns to suggest items, hence increasing businesses’ revenues. Automation empowers merchants to enhance the velocity and adaptability of their operations, leading to a substantial decrease in order processing durations. Chatbots reduce instances of cart abandonment and assist customers in resolving post-sale issues autonomously, without the need for human participation. Augmented Reality (AR) and Virtual Reality (VR) have the potential to facilitate customer purchasing choices and enhance their willingness to purchase by allowing them to see how a product appears in a space prior to making a purchase. The use of visual search offers significant advantages in terms of product discovery and sales growth. Social networking platforms facilitate consumers to share their experiences and conveniently make a purchase by just clicking on a post. Customer relationship management and customer data platforms empower sales professionals to have a comprehensive understanding of sales prospects by diligently monitoring their data and effectively addressing their needs. Blockchain collects and stores data on customers, enabling businesses to prioritize customized shopping and enhance customer services. Retailers use self-service technology to enhance service quality and save staff expenses. Ultimately, the advent of E-wallets has revolutionized the payment landscape by enabling expedient and safe online transactions.

Digital evidence encompasses the many components that impact the web user experience, including the design of a website, customer evaluations, social influencers and other related factors. The website plays a crucial role in the collection of digital evidence. Consequently, it needs to be structured in a systematic manner. When developing a website, it is crucial to consider many key factors: accessibility, user-centered design and usability, information architecture and findability, SEO and persuasion to achieve commercial success.

Questions

• 1. How martechs can create value for businesses and customers?

• 2. What is co-creation and which kind of technology can facilitate it?

• 3. How marketers can take advantage of martechs for segmentation, targeting and positioning?

• 4. What technologies can marketers employ to implement integrated marketing communications?

• 5. What is the role of martech in digital branding?

• 6. What is the impact of martech on consumer behavior?

• 7. What are some applications of martechs for product developers and managers?

• 8. What is dynamic pricing and how martechs can influence it?

• 9. How can martech help businesses in delivery and tracking?

• 10. How can marketers improve customer experience and establish a long-term relationship by using martechs?

• 11. Mention some of the technologies that marketers can use in a marketing channel. How can they select effective channels and integrate different ones?

• 12. What are the advantages of martechs for digital selling and retailing?

• 13. What factors should be considered for website design?