Up until recently, Marketing Tech and Ad Tech have been thought of as very different. While marketing technology focuses on internal automation and understanding known customers on multiple levels, advertising technology relies on driving traffic, branding, and engagements by anonymous customers. In addition, Ad Tech revolves around delivering and measuring digital advertising, whereas Marketing Tech touches cross channel marketing from email, advertising, e-commerce activity and sometimes offline behaviors. While Ad Tech and Marketing Tech have often lived separately, these two worlds are starting to collide.
The merging of these two forces gives marketers the opportunity to break free from traditional marketing silos and deliver the right message, in the right place, at the right time, across communication channels. Marketers will now have access to a greater breadth of data about people and their shopping behaviors, ranging from what they are doing in and outside of retailer’s properties to interactions within email communications and offline purchases. The right mix of data can tell you more about a person, like how they shop or what products they are in-market to buy and other items or services they may want to consider. This is highly valuable and actionable information for boosting your acquisition strategy or driving upsell and cross sells to current customers.
The union of Ad Tech and Marketing Tech makes marketing more personal, understandable, and ultimately predictable – a win-win for marketers and the people that they reach.
Check out the latest article about the Magnetic + MyBuys merger over on VentureBeat!
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