New concepts in marketing, comparative analysis – Marketing Technology and MarTech

In the technological environment, new tools and technical solutions appear, which are increasingly used by companies conducting marketing activities. Both the tools themselves and the ways of using them in marketing generate new names and terms, supplying the increasingly growing areas referred to as: Marketing Technology or MarTech. These concepts have many common parts and at the same time they have areas and uses that are clearly distinguishing them from each other. The multitude of new names and their various definitions can easily introduce conceptual chaos, which makes it difficult to conduct discourse and scientific research in the area of using modern technologies in marketing. Therefore, it seems important to search for the current definition and publication context of these terms. For this purpose, the authors conducted two quantitative analyses: a bibliometric analysis of scientific publications and an analysis of a set of information obtained from the Internet known as big data. The first analysis was carried out in 261 scientific publications with the term Marketing Technology and 62 publications with the term MarTech. For the second analysis, the refining method was used in over 2,600 sources and over 5,000 occurrences. As a result of both analyses, the authors identified common and separate areas of application of each of the concepts. Simultaneously, they also identified a increasing frequency of occurrence, both in scientific publications and in big data collections, of the concept of MarTech. The publication may be a starting point for further research and scientific analysis, the purpose of which will be to define specific areas and concepts in the field of technologies used in marketing.

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