Understanding Martech niches (from chiefmartech.com) -> PR

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Data, Insights, Action!

5 min readJun 28, 2018

It is unlikely anyone would think the industry of Martech is “easy” and “understandable”. The Martech industry is ever changing: new media channels constantly emerging, new software categories, new tags, and new roles almost every day!

At Audiense we asked ourselves two questions, how can we contribute to the Martech community with helpful info? How can we internally continue to shape the direction of strategic thinking for the Martech industry in a way we continuing eating our own dog food and using Audiense Insights?

In this series of blog posts, we aim to do this by analyzing niche software categories and understand their audiences better, suggest the top publications, micro-influencers and other useful information for each of them

These are the niche audiences we will analyze in alphabetical order (directly from https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/) if you have any preference in prioritization let us know:

Advertising & Promotion: Mobile Marketing
Advertising & Promotion: Display & Programmatic Advertising
Advertising & Promotion: Search & Social Advertising
Advertising & Promotion: Native/Content Advertising
Advertising & Promotion: Video Advertising
Advertising & Promotion: Print
Advertising & Promotion: PR
Content & Experience: Mobile Apps
Content & Experience : Video Marketing
Content & Experience : Interactive Content
Content & Experience : Email Marketing
Content & Experience : Content Marketing
Content & Experience : Optimization, Personalization & Testing
Content & Experience : DAM & MRM
Content & Experience : SEO
Content & Experience : Marketing Automation & Campaign/Lead Management
Content & Experience : CMS & Web Experience Management
Social & Relationships: Call Analytics & Management
Social & Relationships: ABM
Social & Relationships: Events, Meetings & Webinars
Social & Relationships: Social Media Marketing & Monitoring
Social & Relationships: Advocacy, Loyalty & Referrals
Social & Relationships: Influencers
Social & Relationships: Community & Reviews
Social & Relationships: Live Chat & Chatbots
Social & Relationships: Customer Experience, Service & Success
Social & Relationships: CRM
Commerce & Sales: Retail, Proximity & IoT Marketing
Commerce & Sales: Channel, Partner & Local Marketing
Commerce & Sales: Sales Automation, Enablement & Intelligence
Commerce & Sales: Affiliate Marketing & Management
Commerce & Sales: Ecommerce Marketing
Commerce & Sales: Ecommerce Platforms & Carts
Data: Audience/Marketing Data & Data Enhancement
Data: Marketing Analytics, Performance & Attribution
Data: Mobile & Web Analytics
Data: Dashboards & Data Visualization
Data: Business/Customer Intelligence & Data Science
Data: iPaaS, Cloud/Data Integration & Tag Management
Data: DMP
Data: Customer Data Platform
Data: Governance, Compliance and Privacy

The first one we will cover is Advertising & Promotion: PR

We are analyzing one of the “oldest” niche in Marketing and Comms. The audience we have identified are people that work in or partner with the PR industry. The companies that chiefmartech categorize as PR are below: (https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/).

After we identified employees and partners of these companies I created an Audience Intelligence Report for them and came up with the most relevant: Companies, organizations, niche media and micro-influencers for this particular niche according to our data. It is good to have a strong understanding and to keep up to date with the industry.

I also created a Twitter list with all of the criteria to make it easier to follow and a twitter thread that summarizes the post so it can be shared on social media

This is the twitter list: https://twitter.com/AudienseCo/lists/top-pr-software-industry

And this is the twitter thread to summarize it:

Top 10 companies of the sector by order of relevance: