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The convergence of adtech and martech is a popular, yet polarizing subject among marketers and industry pundits. Some call it a more perfect union that will revolutionize marketing; others have dubbed it a shotgun wedding that’s more hype than reality. So, which is it?
To get to a definitive answer, one must first understand the meaning of “convergence,” as well as the primary drivers behind it. Today, marketing organizations use a slew of technologies to manage their marketing and advertising – from email and site-side personalization tools, to real-time bidding and demand side platforms (just to name a few). Each platform creates valuable interaction and audience data that can be used to advance marketing and advertising efforts. But it’s scattered across systems with no easy way to tie it together.
Convergence isn’t about merging different platform capabilities, but seamlessly integrating the disparate data they produce in order to establish a “single source of truth” about marketing and media performance, as well as a people-based understanding of what content, offers, creative and other tactics work best for whom. Marketers need this type of intelligence to attract and retain today’s empowered consumers, who expect a lot from their interactions with brands, especially when it comes to personalization. A seamless martech/adtech integration will help marketers crack the personalization code, enabling the delivery of timely and relevant communications that enhance each individual’s brand experience.
So, why are convergence and personalization so important? Because brands that use technology and data to offer personalized experiences are seeing revenue increase by 6% to 10%, according to new research by The Boston Consulting Group – two to three times faster than those who don’t.
As if the revenue implications to your business aren’t enough, here are four more compelling reasons why the intersection of martech and adtech benefits all marketers:
In the end, it seems clear that adtech and martech have a bright future together. Their convergence means that marketers will be able to create a meaningful dialogue with customers and prospects that spans all channels and touchpoints. This is the way that brands will compete and win in today’s consumer-led age, where a personalized experience trumps all.
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