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Der MarTech-Dschungel – dieser Einblick sorgt für zukünftigen Durchblick bei B2B und B2C

In: Proaktive Marketing- und Vertriebs-Impulse

Author

Listed:
  • Olaf Mörk

    (MÖRKETING)

Abstract

Zusammenfassung Über 10.000 Marketing-Technologien (MarTech) existieren mittlerweile, die Unternehmen für Vertrieb und Marketing nutzen können vgl. Abb. 3.1. Mehr als 50 % der Unternehmen haben dabei Schwierigkeiten bei der Auswahl der richtigen Technologie. Fehlentscheidungen führen dabei zu Umsatzverlusten und oft sogar zur Gefährdung der Unternehmensexistenz. Die Wünsche und Anforderungen der Zielgruppe spielen eine entscheidende Rolle bei der Auswahl des optimalen MarTech-Produkts. Zusätzlich beeinflussen situative Umstände, wie in Abb. 3.2 dargestellt, maßgeblich die Gewohnheiten der Zielgruppen.

Suggested Citation

  • Olaf Mörk, 2023. "Der MarTech-Dschungel – dieser Einblick sorgt für zukünftigen Durchblick bei B2B und B2C," Springer Books, in: Proaktive Marketing- und Vertriebs-Impulse, chapter 0, pages 17-25, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42005-5_3
    DOI: 10.1007/978-3-658-42005-5_3
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