This document provides an overview of MarTech (Marketing Technology) and various categories within MarTech. It begins with definitions of MarTech and examples of how technology is changing CRM. It then outlines the main MarTech categories including advertising & promotion, commerce & sales, content & experience, data & analytics, and marketing automation. Under each category, various subcategories are described along with case studies of Indian MarTech companies providing solutions within those subcategories. Programmatic advertising, mobile marketing, email marketing, and digital asset management are discussed in more depth with descriptions of key concepts and processes.

1. MarTech
Dr. Prasad Kulkarni,
Associate Professor,
KLS Gogte Institute of Technology, Belagavi-590008
https://prasadkulkarnimarketing.blogspot.com/

2. Introduction to MarTech.

3. Definition of MarTech.
MarTech, otherwise known as Marketing
Technology, is the term for the software and tech
tools marketers leverage to plan, execute, and
measure marketing campaigns

4. Look at this example how technology is changing
CRM?

5. Is it possible in India? Yes Humnoid in Banking

6. MarTech Categories

9. Categories( Data Updated till August 2nd 2021
1. Advertising & Promotion
● Display and Programmatic advertising(593 companies)
● Public Relations(60 companies)
● Print(56)
● Search & social advertising(153)
● Video Advertising(72)

10. Sub category: Programmatic Advertising
Programmatic advertising is the automated buying and selling of online
advertising.

15. We are now Marketing MarTech course using
Programmatic advertising
1. Open Auction; https://prasadkulkarnimarketing.blogspot.com/
2. Privat Auctions: https://indiandatasciences.blogspot.com/

16. Understand ground rules of Programmatic advertising
Programmatic Direct allows the company to directly negotiate campaigns with a single
buyer.
● A Programmatic Guaranteed deal allows the company to offer buyers inventory
that is reserved, or guaranteed, for that buyer at a specific negotiated price. In
Programmatic Guaranteed deals, there's an agreement between seller and buyer.
The company can offer buyers standard CPM or sponsorship CPD (cost per day).
● A Preferred Deal allows the company to offer buyers inventory at a specific
negotiated price (minimum CPM) and terms for the inventory. However, there's no
contractual agreement in a Preferred Deal, so the company is not obligated to
reserve this inventory for the buyer (i.e., the company can sell it to another buyer
if its get a higher price), and the buyer isn't obligated to purchase all the inventory.

17. Dr. Joel Contacts Dr.Prasad with Advertisiement
proposal

18. Create Proposal

19. Dr.Prasad Accepts the Advertisiement proposal of Dr.
Joel and communicate

20. Negotiate on the Price

21. Generate programmatic Reports
A. Open auctions:
Ad exchange historical Transaction Types Open Auctions.
A. Private Auctions:
Ad exchange historical Transaction Types Private Auctions.
A. Preferred deal
Historical Programmatic Order True Programmatic channel preferred
deal line item type Any deal

22. Contd...
D. Programmatic Guaranteed
Historical Programmatic Order True Programmatic channel
Programmatic Guaranteed line item type

23. Indian Case study: Simpli5D
Title: Programtic advertising fraud management
1. Fraud free digital ecosystem for publishers and advertisers.
2. “Real Human + Right Targeting + Real Engagement = Enhanced Brand
Recall”
3. Simpli5d Technologies has multiple platforms - NLPCaptcha, NLPVideo and
NLPMobile. All of them are focused on engagement with the right target
audience - providing excellent opportunities for the brands to engage and
establish a high recall in the minds of their end customers.
4. They work on Natural Language Processing.

24. Hologram technology from Microsoft- No translators
required in the world . Sales person can speak any
language on the earth.

25. Sub category: Mobile Marketing
1. Web Push Notifications
2. App Push Notifications
3. Messenger Push Notifications.

26. Push
Notifications

27. Web Push Notifications
● Web push notifications are notifications sent to users without the need to
install an app.
● They can be to users no matter where they are or what device they are on.
Marketers can reach out to users even when they are not on its website.
● Web push notifications are used heavily by publishers, bloggers, online
merchants, to deliver new updates, reminders in a timely fashion.

28. Examples of web push notifications

29. App Push Notifications
● App push notifications are received even when users are not on the company
app.
● This also requires one to install the app on a mobile device to receive
notifications. Installing an app also shows a strong intent to consume
information from the company brand and are loyal users.
● An average Indian mobile user receives 6 app push notifications per day.

30. Examples of App push Notifications

31. Messenger Push Notifications
With messenger push notifications, users either should have
initiated a chat with the company on Facebook or have given
permissions to it on the website itself. Once a user clicks on
the notification it takes them to the Messenger inbox.
Facebook Messenger has over 1 billion+ active users helping
the company to leverage the potential of the channel.

32. Examples of messenger push notifications

33. Indian Case study:izooto.com’s Audience
Management
1, News companies use izooto platform to send notifications to customers.
2. Use AI to send only relevant content to customers.
3. Companies can adopt live event reporting.
4. Network 18 and Bloomberg are two major customers.
5. Dainik Jagaran increased its traffic by 10% on izooto applications.
6. HDFC, 99Acres, and Club Mahindra increased their traffic by 10 times using
Izooto notifications.

34. Subcategory: Print Contextutal content.
Contextual content is timely, authoritative, and relevant content optimized to
appear when and where a user might need it. This could be embedded in a
physical product, software interface, or even a contact support form online.

35. Personalized interactive videos
● With the tremendous rise in video content marketing, brands find it
challenging to acquire new customers, improve conversion rates and increase
sales with the content that is both relevant and engaging.
● It’s a form of marketing that isn’t going anywhere, so it becomes essential to
tailor content and elevate customer’s experience every single time.
● For brands and marketers, nothing can work better than Personalized
Interactive Videos – a simple solution for easy and effective customer
engagement.

36. Contd...
● A bank could use personalized videos to send current and saving account
summaries, and based on their financial behavior, cross-sell a credit card or
investment plan.
● A wealth management company could make customer onboarding incredibly
fulfilling by explaining how customers’ invested funds will grow and introduce
the customer to his relationship manager, providing his name, email, and
contact number for all future communications.
● Remind customers about their car servicing due date, along with information
on the nearest authorized service center and the various servicing packages
offered by the company.
● Upsell a newly launched model to lower or older model owners at discounted
rates.

37. Creative Management platform
● Creative Management platform is a cloud-based technology for brands,
publishers and agencies to produce, scale, distribute and measure the impact
of their creative campaigns.
● Reach relevant, contextual content to company’s customers with a
comprehensive set of web-based tools that help it to adapt, localize and
customize the marketing campaigns effectively.
● The platform works on the principle of one-to-many allowing brands,
publishers and marketing agencies to create, scale, distribute and measure
the impact of their digital creatives.
● Opentext is a emerging platform

38. Indian case study: Mediawide.com localization and
personalization of marketing campaigns.
1. Hyper Personalization of the content
2. Deliver relevant videos.
3. Serve videos to anonymous customer segments based on geolocation,
demographics, or website behavior or hyper-personalize the video by
including details like first name, city, and product owned inside the video. And
within the videos, individuals can interact with the video and directly leverage
call to actions.
4. Adaptive web display ads
5. Responsive web display ads
6. Marketing collaterals.

40. Subcategory: Search and Social Advertising
1. Meta fields is a new feature in Shopify from where the company can add different
unique fields of data to various objects like Products, Orders, or even customers.
2. It increases the efficiency of any online shop as it gives the ability to store
additional descriptions or parameters on the blog's products, customers, or any
pages.
3. For example, if the company has an apparel website, it will need to add some
product descriptions like ‘hand wash only’, ‘Wash with cold water’, details on
fabric, color, etc. It can add all these customized data from the Meta fields. The
Meta fields are used to optimize the google shopping feed by adding extra images
for products or by adding the custom data to the customer’s accounts.

41. Contd….
● The multi-currency features allow an eCommerce business to sell their
products in different countries, allowing the customers of those countries to
pay using their local currencies - using the customer’s location, the features
will automatically adjust the price to the customer’s local currency. The
features will also help expand the company’s geographical presence and help
it to sell at an international level.
● Multi Language field feature will exclusively showcase the company products
to different nationalities in the native language and other foreign languages in
its Google Shopping Ads.

42. Contd….
● Bulk editing the same attribute in multiple products. Shopify provides a "Bulk
edit" function that allows the company to make changes to multiple products.
It can also use this function to make edits to collections, stock, and even your
clientele.

43. Indian Casestudy: AdNabu
1. Google shopping feed
in 2 minutes on
shopify.
2. Product
recommendations for
products.
3. Multi currencies and
language
management.

44. AdNabu Remarketing

45. Subcategory: Video Advertising
Video advertising encompasses online display advertisements that have video
within them, but it is generally accepted that it refers to advertising that occurs
before, during and/or after a video stream on the internet.
According to Interactive Advertising Bureau (IAB) guidelines, there are three types
of video ad formats:
● Linear video ads - the ads are presented before, in the middle of, or after the
video content is consumed by the user, in very much the same way a TV
commercial can play before, during or after the chosen program.
● Non-linear video ads - the ads run concurrently with the video content so the
users see the ad while viewing the content.
● Companion ads - commonly text, display ads, rich media, or skins that wrap
around the video experience.

46. Case study: Adobe Marketing
1. Adobe brand stories

47. Contd...
2. Adobe live videos

48. Contd...
3.Adobe customer testimonials

49. Contd...
4. Adobe animations

50. ● Affiliate Marketing and Management(82)
● Channel Partner and Local Marketing(104)
● Ecommerce Marketing(251)
● Ecommerce platforms & carts(253)
● Retail Proximity & IoT markets(149)
● Salesforce automation & enablement(480)
Category 2. Commerce and Sales

51. Sub Category: Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought by the affiliate's
own marketing efforts
The industry has four core players:
● the merchant (also known as 'advertiser' or 'retailer' or 'brand')
● the network (that contains offers for the affiliate to choose from and also takes
care of the payments)
● the publisher (also known as 'the affiliate')
● the customer

52. Amazon Affiliate Program

53. Creating Amazon Associate account.

54. Search the Product

55. Get Link - Highlight- Copy

56. Visit your webpage

57. Look at the Amazon offer of the day

58. Edit and Paste the code

59. View the blog

60. Indian Casestudy: Trackier Affiliate marketing

61. Contd….
1. Trackier provides the smartlink system based on Earnings per click(EPC) and
Conversion rate(CR)
2. Affiliate can see KPIs in real time
3. Integration of 100+ ad networks
4. Fraud detection.
5. Affiliate targeting
6. Setting targeting rules.
7. Source targeting
8. Setting cost per action Marketing

62. Subcategory: Channel Partner and Local Marketing
1. Partner Relationship Management(PRM)
2. Channel stock and sales Visibility.
3. Sales Dealer Management System(DMS)
4. Channel service DMS
5. Channel Order management
6. Channel Loyalty Management
7. Salesforce Automation
8. Warranty Management

63. Indian Case Study: ChannelKonnect
1. Realtime information in the entire supply chain.
2. Channel identification, profiling, targeting, recruitment, onboarding, training
and development.
3. Marketing automation for customer communications.
4. News posts for all channel partners.
5. Communicate about new products and price lists.
6. Catalogues and collaterals.
7. Channel demand sensing through balance inventory and production planning.
8. Trend analysis

64. 9. Channel business planning via potential and targets.
10. Channel Performance monitoring.
11. Location based performance analysis
12. Dashboard preparation.
13. Channel visit planning
14. Channel target setting.
15. Expenditure settlement.

65. Contd…..
16. GST ready invoicing
17. Scheme and Discount Management
18. Inventory ageing.
19. Stock replenishment
20. Order based fulfillment.

66. Sub category: Hyperlocal Marketing
Hyperlocal marketing is defined as the
process of targeting potential customers
in a very specific, geographically limited
area, sometimes a few blocks or
streets, often with the purpose of
targeting people conducting ‘near me’
searches on their smartphones.

67. ● Content Marketing (245)
● Digital Asset Management, Product Information Management. Marketing
Resource Management(MRM)(174)
● Email Marketing (223)
● Interactive Content(191)
● Marketing automation, campaign & lead Management(325)
● Mobile Apps(111)
● Optimization, Personalization and testing(226)
Category 3. Content & Experience

68. ● SEO V/S VSO(148)
● Video Marketing(85)
● Web experience building and Management(238)

69. Content Management System
● A content management system (CMS) is a computer software used to manage the
creation and modification of digital content. A CMS is typically used for enterprise
content management (ECM) and web content management (WCM).
● ECM typically supports multiple users in a collaborative environment by
integrating document management, digital asset management, and record
retention.
● WCM is the collaborative authoring for websites and may include text and embed
graphics, photos, video, audio, maps, and program code that display content and
interact with the user.]
● ECM typically includes a WCM function. CMS is a web template to create a
company own website.

70. Indian Casestudy: Social Animal content management
1. Content research in 10 Seconds.
2. Content discovery for choosing right keyword.
3. Influencer discovery from millions of profiles.
4. Facebook insights
5. Competitor content monitoring
6. Competitor update notifications.
7. Popularize the content with social media engagement.
8. Identifying niche influencers for high quality leads.
9. Micro matching and authenticating.
10.Identify the backlink opportunities from competitors monitoring.

71. Contd...
Very unique is it’s "InspireMe" feature that applies a “human cultural map” to any
keyword and lets the company see unforeseen connections and associations,
thereby giving it almost unlimited ideas to write about in its next article.

72. contd..
You can conduct competitor analysis using f

73. Digital Asset Management
● Digital asset management (DAM) is both a business process and a form of
information management technology.
● Many organizations need a centralized place where they can access their
media assets.
● A DAM solution can efficiently store, organize, manage, access and distribute
an organization’s digital assets.

74. Contd….
Media assets can include photos, music, videos, animations, podcasts and other
rich media and multimedia content.
The files tend to be very large and carry some type of intrinsic, extrinsic or
transactional value for their holders:
● An advertising agency’s graphic, photographic, textual and video files
associated with an ad campaign
● Sony/ATV’s half of The Beatles catalog of music
● Getty Images’ library of images

75. DAM Process
5
4
3
2
1

76. E-mail Marketing
● Email marketing is the act of sending a commercial
message, typically to a group of people, using email.
● In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It
involves using email to send advertisements, request
business, or solicit sales or donations.

77. Contd….
● Email marketing strategies commonly seek to achieve one or
more of three primary objectives, to build loyalty, trust, or brand
awareness.
● The term usually refers to sending email messages with the
purpose of enhancing a merchant's relationship with current or
previous customers, encouraging customer loyalty and repeat
business, acquiring new customers or convincing current
customers to purchase something immediately, and sharing third-
party ads.

78. Opt In email Marketing & email advertising.
● Opt-in email is a term used when someone is not initially added to an emailing list and
is instead given the option to join the emailing list.
● Typically, this is some sort of mailing list, newsletter, or advertising.
● Opt-out emails do not ask for permission to send emails, these emails are typically
criticized as unsolicited bulk emails, better known as spam.
● Opt-in email advertising, or permission marketing, is advertising via email whereby the
recipient of the advertisement has consented to receive it.
● A common example of permission marketing is a newsletter sent to an advertising
firm's customers. Such newsletters inform customers of upcoming events or
promotions, or new products. In this type of advertising, a company that wants to send
a newsletter to their customers may ask them at the point of purchase if they would
like to receive the newsletter.

79. email meter for Gmail

81. Indian Casestudy: Debounce
1. Minimize bouncing
2. Disposable email checker.
3. Syntax eliminator.
4. Anti greylisting technology( Remove unknown)
5. Email deduplications.
6. Email verification API.
7. Selectable download options.
8. Spam trap removal.
9. Team account.
10.Domain confirmation.

82. ● Audience/ Marketing data & data enhancement(227)
● Business/Customer intelligence & data sciences (266)
● Customer Data Platform(CDP)(87)
● Dashboards & data Visualization(130)
● Data Management Platform(DMP)(73)
● Governance, compliance & Privacy(65)
● iPass, Cloud, Data Integration and Tag Management(144)
● Marketing Analytics, Performance & attribution(137)
● Mobile & web Analytics(156)
Category 4; Data

83. Retail Image analysis using Google AI

84. Drag image file from your computer and click I am not
robot

85. Facial analysis done in seconds

86. Tag Management System
A tag management system was designed to help manage the lifecycle of e-
marketing tags (sometimes referred to as tracking pixels or web beacons), which
are used to integrate third-party software into digital properties such as websites
and web applications. However, as tag management systems have grown in
sophistication they've developed as powerful tools to create rich data in the space
between user, their browser and the property.
This data can be fed to marketing tools or even used to make dynamic changes to
the website or application itself.

87. Voice Search Optmization(VSO).
● Voice SEO is the optimization of keywords and keyword phrases for searches
using voice assistants.
● Methods of voice search
1. Click on the voice command icon
2. Call out the name of the virtual assistant
3. Click on the home button or gesture on interface
● Spelling correction and queries
● Regional content
● Device behavior
● Long tail keywords.

88. Subcategory: Customer Data Platform(CDP)
A customer data platform (CDP) is a collection of software which creates a
persistent, unified customer database that is accessible to other systems. Data is
pulled from multiple sources, cleaned and combined to create a single customer
profile. This structured data is then made available to other marketing systems

89. Difference between CDP and DMP( Source:
Wikipedia)

90. Indian casestudy; Anviznet CDP

91. Sub category: Audience Management
● “Audience Management” is defined as the process of sourcing, managing,
analyzing, defining, and activating customer data for cross-channel
campaigns.
● Audience data includes demographic, interests, purchase intentions, and
popular brands.

92. Indian casestudy: Aeroleads
1. Linkedin connection and email lead generations.
2. Generate mobile and office phone numbers.
3. Custom search from Linkedin Profiles.

93. ● Agile and Lean management(53)
● Budgeting & Finance(37)
● Collaboration(183)
● Product Management(28)
● Projects & workflows(148)
● Talent Management(108)
● Vendor Analysis(49)
Category 5. Management

94. Subcategory: Product management
● Product management is an organisational function within a company dealing
with new product development, business justification, planning, verification,
forecasting, pricing, product launch, and marketing of a product or products at
all stages of the product life cycle.
● Similarly, product lifecycle management (PLM) integrates people, data,
processes and business systems.
● It provides product information for companies and their extended supply chain
enterprise .

95. Contd…..
1. Market analysis
2. Company analysis
3. Requirement rating
4. Product development
5. Product marketing
6. Technology roadmaps.

96. Indian case study: Germ.io
● Turn the company’s abstract notes and scribbles into smaller tangible
concepts.
● Collaborate with the rest of the team and possible clients at the ideation stage
itself. This way, the end-user is not taken by surprise and his/her inputs are
considered at the inception stage.
● Track the idea to the completion stage.

97. Sub category : Marketing workflow management
● A marketing workflow is an organizational tool: a simple series of steps the
company follow in order to develop a marketing campaign or project.
● When the company design a workflow, it set the order of operations, or steps,
and identify the dependencies, rules, and requirements.
● When the company use workflows, it can plot it’s team’s work and then
proceed through the plan.
● Workflows can be as simple as a checklist of steps, or they can be visual,
including charts and diagrams

98. Example of Marketing workflow management

99. Indian case study: Brightpod projects and workflows.
1. Post performance indicators.
2. Kanban boards to track different posts performance.
3. Resource Management
4. Social media templates
5. SEO checklists
6. Email marketing template.
7. Content calendar
8. Smart filters.
9. Focus on key tasks.
10.Cross project prioritization.

100. Category 6. Social & Relationships
● Account Based Marketing(ABM)(53)
● Advocacy, Loyalty & Referrals(188)
● Call Analytics & Management(128)
● Community & Reviews(132)
● Conversational Marketing & Chat(193)
● Customer Experience, service, & Success(319)
● Events, Meeting, & Webinars( 223)
● Influencers(113)
● Social Media Marketing and Monitoring(344)

101. Sub category; Account Based Markeeting(ABM)
● Account-based marketing means catering company’s message to the top
decision-makers for target accounts with a blend of marketing of sales tactics
— it's a strategy that targets companies, rather than individual customers.
● It helps in providing the customer profile.
● Retargeting and automation.
● Identify best time to reach.
● Identify account challenges.
● Understand buyer journey.
● Lead qualification

102. Indian case study: RecoTAP ABM software tool.
1. High value account identification.
2. Behavioral data mapping.
3. Personalize ad campaigns.
4. Insight led sales for closing.
5. Acquisition priority
6. Expansion priority
7. Retention priority.
8. Account nurturing
9. Pipeline acceleration.
10.Account penetration.

103. Sub category; Advocacy, Loyalty and referral
management
● Loyalty marketing is an approach to marketing, based on strategic
management, in which a company focuses on growing and retaining existing
customers through incentives.
● Branding, product marketing, and loyalty marketing all form part of the
customer proposition – the subjective assessment by the customer of whether
to purchase a brand or not based on the integrated combination of the value
they receive from each of these marketing disciplines

104. Types of loyalty marketing
1. Premiums
2. Prizes.
3. Frequent flyers.
4. Card linked offers
5. Loyalty apps.

105. Indian Casestudy: Vauchar
1. Referral systems
2. Loyalty programs
3. Milestone tracking
4. Subscriptions reward.
5. Special occasions.
6. Promotion campaigns.
7. App integration wil mailchimp, sandgrid, campaign monitor,and Magneto.
8. Customer tracking
9. Message automation.
10.Mobile redemption.

106. Sub category: Nano Influencer Marketing

108. Marketing attribution
● Marketing attribution is the practice of evaluating the marketing touchpoints a
consumer encounters on their path to purchase.

109. Attribution Models
● Last-click attribution. With this model, all the credit goes to the customer’s last
touchpoint before converting. This one-touch model doesn’t take into
consideration any other engagements the user may with the company’s
marketing efforts leading up to that last engagement.
● First-click attribution. The other one-touch model, first-click attribution, gives
100 percent of the credit to the first action the customer took on their
conversion journey. It ignores any subsequent engagements the customer
may have had with other marketing efforts before converting.

110. ● Linear attribution. This multi-touch attribution model gives equal credit to each
touchpoint along the user’s path.
● Time decay attribution. This model gives the touchpoints that occured closer
to the time of the conversion more credit than touch points further back in
time. The closer in time to the event, the more credit a touchpoint receives.
● U-shaped attribution. The first and last engagement get the most credit and
the rest is assigned equally to the touchpoints that occured in between. In
Google Analytics, the first and last engagements are each given 40 percent of
the credit and the other 20 percent is distributed equally across the middle
interactions.

112. Remarketing
Remarketing is a way to connect with people who
previously interacted with the company website or mobile
app. It allows a company to strategically position it’s ads in
front of these audiences as they browse Google or its
partner websites, thus helping it to increase organization’s
brand awareness or remind those audiences to make a
purchase.

113. Types of Remarketing
○ Standard remarketing: Show ads to the company past visitors as they
browse sites and apps on the Display Network.
○ Dynamic remarketing: Boost company’s results with dynamic remarketing,
which takes remarketing to the next level with ads that include products or
services that people viewed on a company website or app.
○ Remarketing lists for search ads: Show ads to it’s past visitors as they do
follow-up searches for what they need on Google, after leaving the website.
○ Video remarketing: Show ads to people who have interacted with a
company videos or YouTube channel as they use YouTube and browse
Display Network videos, websites, and apps.
○ Customer list remarketing: With Customer match, a company can upload
lists of contact information that company’s customers have given it. When
those people are signed into Google, a company can show them ads
across different Google products.

114. Full funnel Marketing
A full-funnel marketing strategy involves tailoring company’s marketing messages
to the particular stage of purchase a customer is currently at. Rather than focusing
only on sales, it considers the entire 360-degree customer journey and attempts to
nurture relationships and build better brand experiences.

115. Contd….

116. Match rate
A Customer Match match rate is the percentage of company;s uploaded
customer list that could be connected to Google users, so a company can see
how much of its list is usable.

117. To download the PPT visit
https://prasadkulkarnimarketing.blogspot.com/