Like jocks and nerds in classic movies of the 80’s, adtech and martech share space in the natural market, but they look, act and behave very differently. With martech and adtech convergence a hot topic in the industry today, we explore what the convergence of these technologies actually looks like. The answer may surprise you according to Michele Szabocsik, VP of Marketing, BlueConic
Who doesn’t love classic teen movies like Grease, The Breakfast Club, 10 Things I Hate About You, and She’s All That? They share a common theme (or common theme) that seems to resonate with many people. Jocks vs. nerds.
Despite all the anxiety of the generation caused by the pressure to define yourself as one or the other, there is still a story about how the jock tries to be like a nerd, and the other aspects.
It’s not all that different in the world of marketing and advertising. Advertising is big, loud, and attracts new customers. But for all that it offers, it often lacks transparency, accountability, and fairness. On the other hand, while marketers may not have the scale of large-scale advertising, they make up for it in their ability to activate specific information thanks to their deep customer understanding. Therefore, technology has emerged that allows these two aspects to follow.
Martech and Adtech are Built for Different Purposes
The truth is that martech and adtech vendors have been trying to act like each other for a while now, but they haven’t been successful. That’s because martech and adtech are purpose-built for, well, different purposes. In other words, while we need a fusion of martech and adtech, we’re asking two sets of existing technologies to do things they weren’t designed to do. .
Instead, let’s look at the specific capabilities we want each technology to learn from the other. Marketers need the scale and scope of adtech in their martech solutions. And advertisers need transparency and martech information in their advertising campaigns. So the connection is less about two technologies that are put together, and more about technical skills that come together to create something new that helps brands to use in their depth of customer information to activate scalable, but, especially on channels and devices, start. from that first stage of engagement all the way through conversion and adoption.
Rethinking Integration: Beyond acquisition and integration
As an industry, we need to consider the possibility that martech and adtech may not actually connect in the way some predicted two years ago. It may be a disappointment to researchers and researchers who have long speculated about the acquisition – or the joint venture that will mix the two technologies together. But, we should not abandon the goals represented by the convergence. We still need to redefine or redefine the form of collaboration in our business. For example, some marketers are deploying their own technology stacks to achieve the goal of transparency and data clarity at a scale that drives revenue, high customer value on all levels.
Through this new perspective, we see the adtech and martech convergence already happening. Instead of connecting through integration, the integration we need comes from new technological innovations that provide a central control point for the combination of data that feeds your entire collection.
In this way, customer data points, (CDPs) represent the first real point of contact between martech and adtech. CDPs include many capabilities that can be found in other different technologies, but offer them in one form. By integrating with your entire ecosystem, a true CDP frees up your data, so you, as a marketer, don’t have to sacrifice four Reliable, controlled, or measured data to activate your most valuable marketing asset – your first customer data.
At the beginning of the article, I explained the goals of marketers for the introduction – expansion of the specific benefits of martech and adtech in the management of the number of customers. Our misstep is an industry that thought it could solve the problem through customer integration, rather than innovation. Convergence is not an adaptation of existing technology; the emergence of new technologies.
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