MarTech

Also known as: marketing technology

MarTech refers to the technologies and processes used for creating, managing, and measuring digital marketing activities. The term is a portmanteau of "marketing" and "technology," and broadly covers any software, platform, or toolset that marketers use to plan, execute, and analyze their campaigns and customer interactions.

In practice, the MarTech landscape spans a wide range of capabilities — from email automation and CRM systems to analytics platforms, content management tools, and data management infrastructure. Organizations typically assemble a combination of these tools into a "MarTech stack," tailored to their specific channels, audiences, and measurement needs.