Journal of Emerging Trends in Marketing and Management (Nov 2022)
A Survey of MarTech Adoption and Impact during the COVID crisis
Abstract
In the simplest approach, the concept of MarTech is at the crossroads of marketing and technology and refers to all the technologies that an organization can use to conduct its marketing activities, generating a significant impact on its marketing plan, its employees. , its specific processes and, ultimately, on its customers, by implementing in the fields of advertising and promotion, content and experience, social and relationship, trade and sales, data and management. Among the most important trends in the field of marketing technologies are: data unification - for their processing, analysis and effective use; creating the position of director for marketing data - meant to ensure the quality of specific processes of data collection, integration and use for marketing purposes; integration and use of artificial intelligence and automation solutions on a large scale - to streamline the organization's marketing activities and processes; personalized real-time engagement with the customer - by integrating and using marketing automation solutions based on artificial intelligence to enable an immediate response to customer actions, scenarios and preferences; protection of personal data - in the context created by the introduction and application of GDPR regulations and consumer awareness of the importance of data protection. In the present paper we present the results of a quantitative research for which its main objective was to highlight the perception of potential users on marketing technologies. The results of the research were further used to propose a conceptual model to predict the behavioral intention of users to adopt MarTech-type technologies in the companies in which they work. The conceptual model, together with further research will be used for developing an empirical model for behavioral intention of users to adopt MarTech-type technologies in companies.
