Digital Advertising

Marketing Technology 101: How to Make It Work for Your Business?

Illustrating article about MarTech
(Last Updated On: September 25, 2023)

What do a flint spear and your computer have in common? They’re both pieces of technology that have helped humans make their lives easier. No matter your job, you use some kind of technology to get it done. But often the case isn’t what technology you’re using, but how you use it. Let’s take a look at the tools that make marketers’ lives easier, and dive into the world of marketing technology. 

In this article you will learn: 

  • What MarTech is, and why it’s important
  • How a marketing technologist can help you implement the right MarTech solutions
  • The contributions RTB House has made to the MarTech space

Table of Contents:

What is marketing technology? 

Let’s begin by asking a fundamental question, what is marketing technology? 

Marketing technology, often called MarTech, describes the software that marketers use to optimize their marketing efforts and achieve their objectives. This is a pretty broad umbrella that covers a variety of technologies. 

For example, content management is a huge aspect of modern marketing, but actually managing the volumes of content you need and making the most of them is a huge challenge. Content management tools, like SEO tools designed to help you keep track of how to get your content ranked, have made optimization far more accessible to companies of all sizes. 

Another major improvement was in technology designed to improve programmatic advertising. Brands have access to automated ad placement, which eliminated the need for negotiation. This in turn made advertising more accessible for brands and helped customers discover  products that they actually wanted. 

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Customer acquisition costs have increased. Marketers now need to think about where to invest and reallocate budgets. It’s a change but also an opportunity for those who are best prepared. Experts from across every type of online retail share where you should be investing right now.


How can I properly apply marketing technology? 

Given this broad scope, it’s often easier for most marketers to look at MarTech through the lens of their own needs. Rather than trying to apply every kind of technology available, you should instead look at what you actually need, and plan accordingly.  

For example, if you run a website, then you might want to focus on things that make it easier for users to actually find your site. These include simple SEO optimizers, but companies can also take this to the next level with tools like Hotjar, designed to make your site more enjoyable to use, or even a chatbot to answer user questions during their visit. 

If, on the other hand, you want to focus on sales performance, then you would be looking at a different suite of tools. An SEO optimizer might help initially, but you’re going to want to find ways to reach new users in the long term, for example, through adverts, which means you’ll need to use some kind of ad-buying technology like Google Ads. 

MarTech will be useful to most organizations in one form or another, but it needs to be applied with a certain level of care. This is where appointing (or becoming!) a marketing technologist can come in handy. 

What is a marketing technologist? 

A marketing technologist is a person who works with an organization, understands the contexts of their marketing needs, and knows how best to apply the latest MarTech solutions to serve them. They are there to act as the conduit between the non-technical marketing teams and the IT teams who implement the solutions that their marketing teams rely on. 

A good marketing technologist doesn’t just look at how to apply technology, but how to help the organization itself adjust to make the most of it. They also need to navigate emerging technologies, for example, cloud computing, and figure out if that technology brings value to the organization’s marketing muscles, and if so, how best to implement them. 

The role sounds like it has an enormous amount of responsibilities, because it does, and the exact way it is shaped will depend on your organization. However, there are some specifics that every marketing technologist will need to know to do their job: 

  • Bridging user experience with marketing operations – A good marketing technologist understands that the end-user experience can be even more important than operations on the company side. They will need to use their broad experience to connect the dots and ensure that everyone walks away happy.
  • Building the MarTech stack – To do this, they need to identify the MarTech tools that best suit their users’ and organization’s needs, and integrate them into the company’s internal processes. 
  • Building a MarTech company culture – The technology itself is only one part of the picture. It’s also important to champion these changes and help to ensure that innovation becomes a core part of the company’s culture. 

How does RTB House contribute to the marketing technology space? 

Innovation has always been at the core of RTB House. For our organization, understanding and interpreting data was a key mission. This is why we adopted Deep Learning technology across all of our products in 2017. We use this technology to provide users with adverts personalized to their needs and to enable companies to better find the people they actually want to connect with. 

For example, Deep Learning enables us to reconnect with users who have already displayed interest in your products using retargeting. Our personalized retargeting services have helped companies like Gumtree double their conversion rate

Deep Learning campaigns optimize budgets by putting ads in front of the right users. An important part of this process is to use high-quality personalized creatives to attract users to a brand and get them curious about its products or services. This approach helped Renault boost visibility by 87%.

Aside from our advances in Deep Learning, we’ve also been involved in helping to build the MarTech solutions of the future. RTB House has been closely involved in the development of Google’s Privacy Sandbox since its inception. We were the first Demand Side Platform to conduct active tests of Google’s FLEDGE proposal. We will continue to be active in the MarTech community and share our knowledge to help the space grow. 

Want to learn how MarTech can benefit your organization? 

Then we’re standing by to talk! Our team can help you understand how our MarTech solutions and services can help benefit your organization, and assist you in explaining to your company why it is so important to embrace MarTech solutions today. 

Just head over to our contact page to get started.

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