Marketing technology (also known as MarTech) describes any number of systems and tools that help marketers better engage with potential and existing customers.
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Sub-industry |
Description |
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AdTech |
Advertising Technology (adtech) is defined as different types of analytics and digital tools used in the context of advertising. Example: Marin Software |
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CRM & Sales |
Startups developing tools and software for managing relationships and interactions with customers and potential customers. Example: Pipedrive |
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E-commerce Solutions |
Startups developing products and services that help a company conduct business electronically (its e-commerce business). Example: Mirakl |
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Marketing Analytics |
Startups developing tools and software to help companies derive insights and analytics from their marketing activities. To understand how their customers interact for example. Example: 6sense |
Media
Media technology is any hardware, software, or tool that is used to compose, create, produce, deliver and manage media including audio, video, images, information, interactive media, video games, virtual reality, and augmented reality environments.
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Sub-industry |
Description |
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Content production |
Startups that develop tools, physical or digital products or a platform that allows, facilitates, enable users to create and share content of various type: writing, images, music, videos. Example: GoPro |
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Publishing |
Startups which product or platform is about the distribution of free or paid content - text, images, music, information - such as a newsletter, self-publishing, book reviews. Example: Substack |
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Social Media |
Startups which product or platform is about the creation and sharing of various form of content - text, images, music - in one or more virtual communities. Example: Twitter |
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Streaming |
Startups that develop a streaming product of platform. In this form of media, content - video, music, audio - is constantly delivered to the end-user while being delivered by a providor. Streaming is so used to described a type of medium. Live-streaming is when this content is delivered in real-time. Example: Quibi |