Applications of Marketing Technologies (Martechs) in Digital Marketing

In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including value creation and capture; customer collaboration and co-creation; digital segmentation, targeting and positioning; integrated digital marketing communication; digital branding; digital consumer behavior; product management and development; price management; delivery and tracking; customer relationship, experience and journey; digital platforms and digital marketing channel management; digital selling and retailing; and digital evidence management.