Marketing Technology

Developing your Business with Advanced Marketing Technology (Martech)

“Martech” is the word we use in the digital space to refer to a blend of “marketing” and “technology”. Marketing technology is getting smarter and smarter, and innovative businesses that get a grasp on a strong tech stack are finding themselves becoming more efficient in their online marketing.

Achieving your marketing goals starts with an effective, data-driven digital strategy. However, completely transforming your online presence and optimising your digital marketing often requires access to the martech relevant to your industry and objectives.


So, how do you go about developing your business’ tech stack? That’s what we’re here for. We help you navigate the world of tech platforms that can seem intimidating at first – that is until you realise the potential they can offer to your business’ growth.

Navigating the world of tech platforms in the cloud

“Cloud computing” gives users instant access to next-generation technology that’s based on the internet or remote networks. Users only pay for what they need (usually on a pay-as-you-go basis), and all that is required is a fast internet connection and web browser. 

Cloud platforms services offer scalability, reliability and agility to businesses. Some of the main cloud technologies to be aware of are:

Software as a Service

SaaS (Software as a Service)

probably the most commonly used type of cloud computing, SaaS is a service or platform delivered to users via an app or web browser.

Platform as a Service

PaaS (Platform as a Service)

PaaS provides a virtual platform or service to be used by developers on which to build and deploy applications.

Infrastructure as a Service

IaaS (Infrastructure as a Service)

this refers to the fundamental building blocks of computing that users can rent or use. IaaS is really only suitable for companies with the technical skills to build applications from the ground up.

Some major cloud providers include Amazon Web Services, Microsoft Azure, IBM Cloud and Google Cloud.

Martech and friends: Which platforms do we use at Abstract?

Before we delve into some of the marketing technology we adopt to support the planning and execution of our clients’ digital strategies, it makes sense to introduce the meanings of different kinds of tech in the marketing world.

Marketing technology

Martech (marketing technology)

this is a general term that’s used to describe most technology used in digital marketing. It encompasses the tools that help marketing teams to reach their business goals. This includes CRM software, content marketing platforms, email marketing software, etc.

Advertising technology

Adtech (advertising technology)

this describes the tools and software that digital teams use to deliver and analyse their digital advertising. Basically, it’s the technology that puts adverts in front of users. For example, digital banners, data management platforms, etc.
Financial technology

Website Platforms

WordPress, Shopify, Magento, BigCommerce – front & back end website platforms that allow you to reach your customers online, and the ecosystems within.

At Abstract Digital, we carefully select the most effective marketing technology stack for each individual client. We want your business to enjoy the possibilities that these powerful platforms offer, so part of our process is identifying and analysing your internal requirements to assist with a smooth & successful tech platform implementation.

Developing your business’ tech stack means streamlining internal communication, accessing better performance analytics, and delivering personalised, relevant messages to your audience.

Strategy first;

technology second

The real value in your martech stack appears when it supports (and doesn’t dictate) your strategy. We select the right software to complement your strategy, making it a seamless extension of your business’ existing processes and making sure we use the right software to enhance your audience’s experience.

There’s no one-size-fits-all tech stack that works for every business. We’ll work to identify the most appropriate stack for you, so we can leverage it to its highest potential.

Technology Discover

01 Discover

We get to know your business’ goals and any inefficiencies in your current processes. This involves a careful analysis of your current strategy to identify what can be streamlined and improved using technology.

Technology Build

02 Build

We identify and build the right tech stack for your business. Whether this is geared towards analytics, optimisation, personalisation, execution or a mixture of everything, we’ll uncover the marketing technology that will yield the best return on your investment.

Technology optimize

03 Optimise

The fun bit. We grow, grow, and grow some more. The benefit of a great tech stack (as well as keeping your goals aligned and communication streamlined) is that it’s scalable. We’ll continue to push lead generation through a sustainable, data-driven approach.

So what’s your campaign missing?

The utilisation of an effective technology stack within your business ensures enhanced visibility of your sales & marketing efforts. With this in place, the focus can be on growth and business development.

Need a helping hand?

Send an email to

to uncover a bespoke, fullscale digital strategy that’s designed by us to drive your growth.

We’re a New Zealand online marketing agency specialising in building martech stacks for ambitious businesses. We’d love to talk about what you want to achieve, so we can envision how Abstract Digital can help you get there.