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Exploring the Power of Orthogonal Strategies in MarTech

By January 8, 2024No Comments
orthogonal strategies

Have you ever wondered how businesses navigate the complex world of online marketing? Think of it as assembling a toolkit with distinct but complementary tools. This concept can be referred to as “orthogonal strategies.” Each tool, like pieces in a puzzle, serves a specific purpose. It’s akin to crafting a strategy where every move has its unique role. These strategies provide flexibility for various needs, but much like fitting puzzle pieces together seamlessly, it’s crucial for them to work in harmony. Ensuring a smooth flow of information between these tools is like putting together a successful puzzle, revealing the bigger picture of an effective marketing strategy.

What do you understand by ‘orthogonal’?

The word “orthogonal” comes from mathematics and refers to vectors or axes that are at right angles to each other, indicating independence or lack of correlation. In the context of marketing technology (MarTech), the term “orthogonal strategies” refers to the use of independent or mutually exclusive approaches to achieve different objectives within the overall MarTech framework.

Businesses often employ various tools, platforms, and techniques to enhance their marketing efforts and orthogonal strategies involve implementing different and independent methods to address distinct aspects of MarTech. This can include using separate technologies or approaches for CRM, email marketing, social media management, analytics, advertising, and other components of the marketing stack.

For example, a company might use one tool for customer segmentation and personalized email campaigns, another for social media monitoring and engagement, and a third for data analytics and performance measurement. Each of these tools or strategies operates independently but contributes to the overall marketing goals of the organization.

The benefits of employing orthogonal strategies are that it allows marketers to diversify their approach, leveraging specialized tools for specific purposes. It also provides more flexibility and adaptability, as changes or optimizations in one area do not necessarily affect or disrupt other aspects of the marketing strategy.

Besides integration of traditional and non-traditional data sources, conversational marketing with AI, and offline-online integration, below are some orthogonal strategies for MarTech.

Orthogonal strategies for MarTech:

  1. Predictive Analytics Combined with Behavioral InsightsCombining predictive analytics with deep insights into customer behavior yields a more nuanced understanding of customer needs. This improves the ability to proactively address customer needs based on observed trends and forecasting accuracy.
  2. Dynamic Personalization and Serendipity: While personalization is essential, introduce an element of ‘coincidence’ by recommending products or content that might be unexpected but relevant. This enhances customer engagement and discovery, leading to increased satisfaction and potential upsell opportunities.
  3. Cross-Channel Attribution with Experimental Marketing: Combining cross-channel attribution models with A/B testing and controlled experiments gives a better understanding of the impact of marketing efforts across channels. Optimizing campaigns based on these experimental results also becomes easier.
  4. Neuro-Marketing and Emotional Analysis: Combining traditional analytics with neuroscience and cognitive science helps to identify the emotional impact of marketing campaigns. It gives better insights into customer sentiments, allowing for the creation of emotionally resonant campaigns.
  5. Voice Search Optimization with Visual Search: While optimizing for voice search, implementing visual search capabilities improves accessibility and engagement across different search modalities and enhances UX.
  6. Blockchain Technology: Integrating blockchain technology ensures transparency in marketing transactions and builds trust with customers.
  7. Agile Marketing and Continuous Optimization: Combine agile marketing methodologies with continuous optimization techniques, for rapid adaptation to changing market conditions. It ultimately results in increased flexibility and responsiveness to market dynamics, leading to more effective and adaptive marketing strategies.


By incorporating these orthogonal strategies into one’s MarTech stack, one can maintain a versatile and adaptive marketing approach, leveraging diverse technologies. Keep in mind that the effectiveness of these strategies may vary based on one’s specific industry, target audience, and overall marketing objectives.

It is crucial for organizations to ensure that these orthogonal strategies are well-integrated, and that data can flow seamlessly between them to derive meaningful insights and maintain a cohesive marketing strategy.