[Book Review] A Valuable Introduction To the Complex World of Marketing Technology

 “MarTech is advertising and marketing.”

Supply:  Kogan Web page

That is the tagline adopted by Third Door Media a number of years in the past for its MarTech conferences and martech.org web site. And whereas some have argued that the tagline goes just a little too far, few advertising and marketing thought leaders or practitioners would dispute the concept advertising and marketing and know-how have turn into almost inseparable.

Scott Brinker, the MarTech convention chair and editor of the Chiefmartec Blog, captured the interconnectedness of promoting technique and advertising and marketing know-how when he wrote, “Technique alone is not sufficient. You have received to have the ability to execute on it. And martech has turn into integral to advertising and marketing execution. That is what ‘martech is advertising and marketing’ actually will get at.” 

Advertising and marketing know-how has been mentioned in lots of, if not 1000’s, of ebooks, white papers, weblog posts, webinars, and convention shows over the previous twenty years. However there are surprisingly few full-length books that particularly handle this vitally necessary matter.

So, a brand new guide by Darrell Alfonso is a welcome addition to our physique of data relating to advertising and marketing know-how. The Martech Handbook:  Build a Technology Stack to Attract and Retain Customers (Kogan Web page, 2022) gives a priceless introduction to the advanced and dynamic world of promoting applied sciences. 

Darrell Alfonso is well-suited to write down about this matter. He’s at the moment the Director of Advertising and marketing Technique and Operations at Certainly.com, and he was beforehand International Advertising and marketing Operations Chief at Amazon Net Companies. 

What’s Within the Ebook

The creator used an expansive strategy in writing The Martech Handbook. The guide addresses – or at the very least touches on – all the facets of promoting know-how that you’d anticipate finding in an introductory therapy of the topic.

Within the first chapter, Mr. Alfonso describes the exceptional development of martech, evaluations the historical past of martech, and gives an outline of the martech business. In Chapter 2, he lays out the enterprise want for advertising and marketing know-how and discusses the important thing enterprise targets that martech may also help corporations obtain.

The following 5 chapters of The Martech Handbook cowl a number of of the “nuts and bolts” facets of promoting know-how, together with:

• The important thing classes of promoting know-how (Chapter 3)
• The essential attributes of a “martech stack” (Chapter 4)
• How one can design an efficient martech stack (Chapter 5)
• How one can establish and choose “core” advertising and marketing know-how platforms and functions (Chapter 6}
• How one can establish and choose the best “ancillary” martech functions (Chapter 7}

Mr. Alfonso then turns to a number of points referring to the administration of promoting know-how. In Chapter 8, he evaluations among the fundamental ideas of managing a martech stack, and in Chapter 9 he discusses martech measurement, governance, and enablement.

In Chapter 10, he discusses the important significance of getting buy-in for advertising and marketing know-how. This contains buy-in from firm leaders for martech investments and buy-in from the individuals who will use the know-how platforms and functions.

Mr. Alfonso concludes The Martech Handbook with a chapter dedicated to how advertising and marketing leaders can drive steady enchancment within the efficiency of their advertising and marketing know-how techniques.

My Take

The Martech Handbook is a welcome addition to our “library” of assets relating to advertising and marketing know-how. The guide is well-written, and Darrell Alfonso does a wonderful job of creating what generally is a advanced and technical matter straightforward to know. The creator additionally has in depth hands-on expertise with a number of sorts of advertising and marketing applied sciences, and this allows him to convey a real-world perspective to the guide.

An important factor for potential readers to know is that The Martech Handbook is usually written at a really fundamental stage. As I famous earlier, this guide gives a sound introduction to many necessary facets of promoting know-how, and the important thing phrase right here is introduction.

The Martech Handbook can be significantly helpful and priceless for any marketer who is just not already acquainted with advertising and marketing know-how instruments and techniques. This would possibly embrace:

When you’ve got important expertise working with a wide range of advertising and marketing know-how functions, The Martech Handbook could not profit you vastly. However, for those who aren’t acquainted with the panorama of promoting know-how, or if in case you have colleagues who match this description, The Martech Handbook can be an excellent studying useful resource.