{"id":11455,"date":"2019-03-11T11:03:42","date_gmt":"2019-03-11T11:03:42","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&p=11455"},"modified":"2020-08-25T11:27:04","modified_gmt":"2020-08-25T10:27:04","slug":"martech-for-dummies-part-1","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2019\/mar\/martech-for-dummies-part-1","title":{"rendered":"MARTECH FOR DUMMIES: PART 1"},"content":{"rendered":"
\r\n
\r\n \r\n
\r\n \r\n
\r\n \r\n
\r\n To succeed in this industry we all need to speak the language of MarTech – but to do so – we need to know what on earth MarTech is! <\/blockquote>\r\n \r\n \t\t\t <\/div>\r\n \r\n
\r\n \t\t

This beautiful term seamlessly marries \u2018Marketing\u2019 and \u2018Technology\u2019 into one, easy word (because, who has time for two?).<\/p>\n

The term \u2018MarTech\u2019 applies to any initiative or tool that uses technology to help marketers execute campaigns. As we know, language in this field is often littered with acronyms and jargon that can get confusing (IKR). But, never fear, we\u2019re here to debunk common misconceptions and bring you up-to-speed with some MarTech definitions for your back pocket.<\/p>\n

First up in our beginners guide, we\u2019re going to iron out three terms that are often wrongly used interchangeably. We\u2019re talking about\u00a0multi<\/strong>-channel,\u00a0cross<\/strong>-channel\u00a0<\/strong>and\u00a0omni<\/strong>-channel experiences. So, if you\u2019re guilty, read on\u2026<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

\n
\n\n
\n \n
\n
\n\n \n \n \"\"\n <\/picture>\n\n <\/div>\n <\/div>\n
\n
\n\n \n \n \"\"\n <\/picture>\n\n <\/div>\n <\/div>\n \n <\/div>\n\n <\/div>\n<\/section>\n<\/div>\n\n
\r\n
\r\n \r\n
\r\n \r\n
\r\n

Multi-Channel<\/strong><\/p>\n

Multi-channel is\u00a0two or more<\/strong>\u00a0channels<\/strong>\u00a0with unconnected platforms<\/strong>. The data between the channels is not shared, which leads to a fractured customer experience.<\/p>\n

For Example:<\/em><\/p>\n

You might book a train ticket via a travel provider\u2019s website and later log into their app to view it when boarding. In a multi-channel customer experience, these two platforms (website and app) don\u2019t talk to each other \u2013 this means that the ticket purchased on desktop won\u2019t automatically show up on the app. Annoying!<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

\r\n \t\t

Cross-Channel<\/strong><\/p>\n

Now we\u2019re talking about\u00a0two or more channels that support each other.<\/strong> Data is shared between them creating a seamless experience for customers.<\/p>\n

For Example:<\/em><\/p>\n

Let\u2019s think of this in terms of visiting an O2 store. The sales team offer you the same personalised deals in store that you would see on the website and on the MyO2 app. Three channels, all working harmoniously together. Great, right?<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

\r\n
\r\n \r\n
\r\n \r\n
\r\n \r\n \r\n \t\t\t \t\t\t
\r\n \r\n \r\n \"\"\r\n <\/picture>\r\n <\/div>\r\n <\/div>\r\n \r\n
\r\n \t\t

Omni-Channel<\/strong><\/p>\n

Lastly, we\u2019re talking about\u00a0two or more channels\u00a0that support\u00a0each other<\/strong> with\u00a0customer\u00a0data<\/strong>\u00a0or actions dictating the experience. Omni-channel communications rely on a Single Customer View (SCV) and Customer Data Platform (CDP) to deliver seamless personalised experiences.<\/p>\n

\u00a0<\/p>\n

For Example:<\/em><\/p>\n

Amazon sends communications based on customer interaction on the site and via different channels such as Alexa, email or on the site itself. So, if I search and buy a kettle on Amazon, they can not only send me an email allowing me to track my package but also retarget me online with kettle covers as well as sending me some free tea bags and a voucher for 10% off my next amazon pantry shop in the post.<\/p>\n

\u00a0<\/p>\n

—<\/p>\n

So, there we have it, three terms covering different technologies that are used to enhance customer experience. Watch this space! We\u2019ll be back soon to shed some light on more MarTech terms.\u00a0<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

\n
\n \n \n

Written by Natasha Momin, Data and CRM Planner at VCCPme.<\/h4>\n <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"template":"","categories":[191],"class_list":["post-11455","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"news_id":"191","author":false,"client_id":"","capability_ids":["2655"],"hero_video":"","hero_image":{"ID":11512,"id":11512,"title":"martech for dummies","filename":"martech-for-dummies.jpg","filesize":76068,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2019\/mar\/martech-for-dummies-part-1\/attachment\/martech-for-dummies","alt":"","author":"1","description":"","caption":"","name":"martech-for-dummies","status":"inherit","uploaded_to":11455,"date":"2020-08-18 14:02:15","modified":"2020-08-18 14:02:15","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"relateditems":[{"relateditem":{"ID":11127,"post_author":"3","post_date":"2018-12-28 16:44:58","post_date_gmt":"2018-12-28 16:44:58","post_content":"\n\n\n\n\n\n\n\n\n\n\n\n","post_title":"AutoSergei: An Integrated Story","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"autosergei-data","to_ping":"","pinged":"","post_modified":"2021-08-02 16:53:13","post_modified_gmt":"2021-08-02 15:53:13","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&p=11127","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11493,"post_author":"3","post_date":"2017-09-04 13:47:24","post_date_gmt":"2017-09-04 12:47:24","post_content":"\n\n\n\n\n\n\n\n\n\n\n\n","post_title":"Re-branding London's most exciting neighbourhood","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"re-branding-londons-most-exciting-neighbourhood","to_ping":"","pinged":"","post_modified":"2020-08-24 14:31:47","post_modified_gmt":"2020-08-24 13:31:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&p=11493","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"YOU MAY ALSO LIKE","websites_to_publish":[],"visible_on_home_page":[],"meta-title":"MarTech for Dummies: Part 1","meta-description":"Natasha Momin, Data and CRM Planner at VCCPme, dedunks Martech jargon.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2019\/03\/martech-for-dummies.jpg"},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/11455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=11455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}