Marketing technology, or martech, encompasses specific software applications used to build, automate, track, and improve marketing efforts. Discover what martech is, the types of software it includes, and relevant martech jobs worth exploring. Discover more about martech in this guide, including why it’s useful and how to get started. Our comprehensive research delivers the strategic insights marketing leaders need, plus interactive resources to deepen your understanding. Thousands of companies, large and small, offer a variety of marketing software solutions to aid marketers in their quest to identify potential buyers, close sales and provide customer service.
The co-citation analysis reveals stronger integration between traditional marketing theories and emerging technologies than previously documented by Nájera-Sánchez et al. (Citation2020). Özköse et al. (Citation2023) emphasized tourism-specific frameworks while our analysis reveals SDL as the core theoretical foundation across multiple sectors. Regarding RQ1 (most impactful articles, journals, countries and institutions), our findings align with but significantly extend previous bibliometric studies. The next part explores the future research agenda for marketing technology ecosystem studies using the TCCM framework.
The network’s structure is divided into several distinct yet interconnected clusters, reflecting the multifaceted nature of marketing technology research and its evolution over this period. The connections between clusters highlight how SDL and dynamic capabilities frameworks are applied to understand and navigate the challenges and opportunities presented by new technologies in marketing. The network’s structure reveals the interdisciplinary nature of marketing technology research, bridging traditional theories with emerging technological concepts.
Table 1. Most-cited works in marketing technology ecosystem articles.
Integration complexities present another challenge as organizations struggle to connect disparate systems and ensure data consistency across platforms (Khan et al., Citation2023). Technology adoption barriers persist including resource constraints, skill gaps and organizational resistance to change (Masrianto et al., Citation2024). Digital transformation effects are particularly evident in traditional industries, where the adoption of marketing technology has catalyzed business model innovation. Healthcare organizations prioritize patient privacy and personalized care communications (Javaid et al., Citation2022).
This integration spans marketing theory, computer science, psychology and ethics, supporting Donthu et al. (Citation2021) call for more https://child-clothes.info/the-10-best-resources-for-30/ holistic research approaches. First, it demonstrates higher interdisciplinary integration than typical marketing or technology studies. This would bridge the gap between theoretical frameworks and practical implementation challenges while accounting for the increasingly complex interplay between technology, privacy, culture and resilience in marketing ecosystems. Industry-specific regulatory frameworks, particularly in sectors like healthcare (Javaid et al., Citation2022) and finance (Bethlendi & Szőcs, Citation2022) add another complexity that requires investigation. Zhang et al. (Citation2023) observed cultural differences in the Chinese market in technology adoption patterns that suggested the need for culturally adapted marketing technology frameworks.
- This focus suggests a paradigm shift toward viewing marketing technology through a service lens, emphasizing value co-creation, customer engagement and technology-enhanced service delivery.
- They highlighted how Metaverse platforms can provide three significant gratifications for consumers and create flow experiences.
- This holistic overview identifies key research streams and their interconnections, revealing opportunities for theoretical integration across diverse frameworks such as SDL, technology acceptance models, and ecosystem perspectives.
- They often build these campaigns into the relevant software, launch them, and track them to ensure success.
- They conceptualized three scenarios in 2026 that map out a spectrum of value co-creation to co-destruction in events, highlighting AI’s potential to optimize processes and improve automation, information, and transformation effects.
- This study used a bibliometric analysis, systematic literature review, and content analysis to comprehensively analyze the marketing technology ecosystem.
- The TCCM framework (Paul et al., Citation2023) served as an organizing structure, ensuring comprehensive coverage of theoretical foundations (T), contextual factors (C), characteristic variables (C) and methodological approaches (M).
- This outcome suggests that technology is being integrated into and reshaping traditional marketing practices rather than replacing them.
- The dominant blue cluster, centered on Vargo and Lusch (Citation2004), underscores the pervasive influence of SDL and value co-creation concepts in shaping the field.
- Marketing technology, or martech, encompasses specific software applications used to build, automate, track, and improve marketing efforts.
The use of effective management systems ensures that organizations can pull marketing material quickly and easily, make thoughtful recommendations, and maintain accuracy in reporting. Improving these B2B and B2C relationships has a positive snowball effect on the relationships you build with your customers, too. Finally, martech is also important because it improves the way we communicate and collaborate with both counterparts and customers. In short, marketing technology is essential to the future of modern marketing.In addition, marketing technology is important because it considers execution needs from start to finish. Depending on your brand’s unique objectives and needs, marketing technology tools can help you achieve more with less.
These themes show what matters most to businesses and customers. It helps marketers create better content and improve customer interactions. These platforms also offer paid ads to reach specific groups. This information shows what customers like https://livinghawaiitravel.com/boomerang-partners-got-the-opportunity-to-compete-for-the-title-of-rising-star-of-the-affiliate-program.html and dislike.
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- The AnyWare campaign generated 2 billion earned media impressions, including segments on Jimmy Fallon, Ellen and the Today Show.
- The study proposes a detailed future research agenda and demonstrates innovative methodological approaches for conducting literature reviews in rapidly evolving fields.
- It presents descriptive information on research articles from Scopus databases, followed by the primary national contributors to journals.
- This situation underscores AI’s growing importance in driving marketing technology innovations and business transformations across various sectors.
- This ecosystem has evolved from isolated point solutions to a complex, integrated framework that combines data analytics, AI, blockchain and the IoT technologies.
Section 8 addresses the limitations of this study and provides recommendations for future research avenues. Section 4 presents the results and discusses the findings, focusing on citations, research themes and TCCM analysis. Section 3 provides the methodology including https://netvorae.com/cisco-chief-marketing-officer-october-2024/ bibliometric analysis, search protocol and software. Incorporating the TCCM framework allows for a comprehensive field analysis, surpassing conventional citation studies. A statistical analysis of bibliographical data provides a comprehensive understanding of the literature, knowledge dissemination in this area, the relationships between previous studies and the primary topics they present. And as technology continues to change by the day, MarTech is poised to become only more essential in staying competitive and relevant.
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Table 6 provides valuable insights into the primary focus areas and emerging trends in marketing technology research. While citation-based analysis is valuable, it cannot provide an exhaustive overview of study subjects and literature trends; conversely, co-occurrence analysis can address these limitations. Furthermore, methodological studies alongside theoretical frameworks indicate that the field is still developing robust approaches to studying complex, technology-driven phenomena. This diversity underscores the interdisciplinary nature of marketing technology research, drawing from strategic management, information systems and service marketing.