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MarTech: Understanding the future of marketing

MarTech: Understanding the future of marketing


It is a fact that in today’s business world, technology enables every aspect of marketing. Design, video and content tools drive experience and digital data drives the outcomes. Technology provides marketers with more ways to connect the right audiences at the right time and with the right messages. With the help of our friends at Parimatch Tech, we offer a brief introduction to this 21st century phenomenon, pointing you in their direction, should you wish to learn more…

Traditional tools are no longer enough

In the betting and gaming sectors, it is no longer enough to use traditional marketing tools to improve results, and MarTech describes a range of technologies designed to manage marketing operations and achieve marketing goals. These MarTech solutions include Digital Asset Management, Analytics Tools, Lead Management, Customer Relationship Management, Marketing Automation, Content Management systems and Social Media Management.

Unorthodox solutions for a unique market

The gambling market requires unorthodox solutions and even proven MarTech tools are irrelevant in this market. Realising that the tools they required to achieve our goals were not readily available, the team at Parimatch Tech set about developing its own solutions. The result was MarTech Stack, with tools combined into a single ecosystem. This project involved the development of in-house tools, connecting third-party tools such as SaaS and finding expert partners to build tools for the company.

These tools include the Prism Traffic Delivery System (managing each customer’s journey), PM Offers (referral marketing software), in-house Adpool (traffic purchasing and data analysis), The Eye of Sauron (advertising space analysis) and Monitorro (checking the availability of all marketing projects).

Radical change of mindset required

Developing a MarTech ecosystem is only the first phase. It then has to be implemented within a business to ensure a quality work process. It must free staff from operational work, creating time to generate ideas and test and validate ideas. Implementing MarTech is not just a technical process. People need to be trained to use the new tools and, in most cases, this requires a radical change of mindset. Onboarding people on projects with high-level entry points is not easy. If there is a perception that technology will push people out of work, such resistance has to be overcome.

Technology versus Creativity

This is an age-old comparison that confuses so many. Clearly it is wrong to dismiss creativity, every great concept starts its life scribbled on the back of a napkin but equally, technology plays the crucial role of allowing us to increase the multiplier of every pound, euro or dollar we invest. When seeking to personalise communication and apply the most relevant strategies across different sub-sectors, creativity and technology must go hand in hand.

Personalised approach to clients

MarTech directly influences the personalised approach to consumers. Given that tools such as retargeting, and personalisation are not available to companies within the two largest advertising networks – Google and Facebook – Parimatch Tech has we have built an in-house ecosystem where we can connect customers in different advertising networks and select personalised advertising suitable for the client.

The future of the operational aspects of marketing is MarTech. It facilitates the marketer’s work by automating processes that eat up time.. MarTech tools efficiently process, analyse and interpret customer data while maximizing company performance and profitability. And the question you should be asking yourself is not whether to introduce MarTech into your business, but what tools you actually need.

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