By Susan Burciaga
Google the term “Marketing Technology” and you’ll be presented with results that vary in context and interpretation. But that’s the beauty of a search engine, isn’t it? You get millions of results and then it’s up to you to find that proverbial needle in the Google haystack. With any luck, you may find what you’re looking for on the first few pages.
Assuming you intended to use the verb form of the word “marketing” in the above search, you could be looking for how to market technology solutions or services. Or you may be in a vertical like Health Care and prowling for tools that will help you market to your specific target audience.
Or, as in this instance, you may be using the word “marketing” as an adjective, in which case, you may be looking for technology solutions that make the execution of marketing tactics faster, easier and more efficient, all terms that come easily to mind when we think of technology.
While Marketing Technology solutions are themselves marketed their target audience, it would be wise to look beyond the messaging hype and buzzwords and more towards the overall significance that the solution will provide to those that will use it. Consider the tangible benefit that will be derived from it, including the long-term value of the relationship with the vendor, and the total cost of ownership. Only then will you have found your answer.