This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Traditional marketing becomes more and more imperceptible, because customer behavior is changing. With the rise of technology, and as analytics technologies evolve, specialists want to engage more with consumer expectations. Driven by Artificial Intelligence, the Marketing Technology Stack appeared, which is increasingly operating as support for the marketing areas of companies, which leads us to assume that, when using the marketing strategy, there is no only his present, but his future. The methodology was carried out from the mixed paradigm, using documentary sources and applying three techniques: documentary, analysis-synthesis and triangulation. The results were grouped into the two main themes that derive from their analysis: how the MarTech Stack is being built to ensure the future of companies and the figures that support the proposed use. The study concludes that the technological frameworks that are being created are very useful for companies, because it does not mean eliminating what was being used, but rather building their own technological stack adapted to the needs, which saves time and costs in the area from marketing to the company.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
