Advertising and marketing technology landscapes have expanded over the last two decades, spawning dozens of unique niches within the wider ecosystem. But according to Phil Cowlishaw, Head of Adobe Ad Cloud in Australia and New Zealand, the latest shift has seen marketers opt for tighter integration between their technology and the wider business operations.

He believes the ability to gain an inclusive view across advertising and marketing activities is a huge opportunity for marketers today. However, taking advantage of this trend requires a comprehensive understanding of the tools and how they can work hand-in-hand.

“The impact of this convergence is so powerful that it won’t be long before this trend impacts the whole business. Historically, all of these technologies were built in isolation. Now we’re seeing them all come together.”


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Marketers are increasingly budget-conscious and need insight on where to invest. Even with the hurdles, Cowlishaw says a single data set that combines marketing, analytics and digital department data presents the biggest opportunity for marketers in 2018.

Efficiency Gains Galore

For those businesses yet to realise the importance of tighter integration, Cowlishaw believes that reduced operational costs and a consistent digital experience are the potential benefits they stand to gain.

“Manually creating an email campaign is a time consuming, and in this era, unnecessary process  – today we have automation tools that can send to an highly targeted segment within a database, then easily connect with an advertising tool that can will continue to deliver highly relevant experiences and measure online behaviour.”

But Cowlishaw says simply owning the technology is not enough.

“A tightly integrated technology stack ensures that campaigns are not disjointed, therefore creating a better experience for customers. The incremental efficiency gains that stem from thinking of marketing and advertising in the same technological context add up very quickly,” says Cowlishaw.

“When you break down the silos and integrate the systems, that is where it starts to get really powerful for a marketer.”

Speaking My Language

Cowlishaw says that until recently, organisations were still piecing together the technology “picture” using reporting tools from all different parts of the business. Marketer’s were not only facing a fragmented media and marketing world but fragmented analytics.

Customer intelligence platforms today such as Adobe Analytics generate insights across the entire business and marketing functions in a uniform language. He says those businesses that can build a single data pool that can be clearly interpreted are making discoveries that are impacting marketers and the wider company.

“It’s the leaders that are jumping on a single data approach as a way to turn the whole enterprise – not just marketing and media – into a customer centric business. Running all the activity with a consistent language allows companies to learn while offering real-time insights on what is working and what is not.“

He adds predictive intelligence in reporting, powered by machine learning and data visualisation, is also empowering companies to learn while providing real-time and actionable insights. According to Cowlishaw, marketers can now see much clearer with this new approach, moving away from trial and error and towards experimental design.

“When advertising and marketing platforms work together you can understand what is and isn’t resonating with audiences. If you’re also getting an intelligence loop that informs your product or service, your marketing becomes more than just ‘go-to-market’ – you’re enabled to constantly improve on the customer’s journey and let their experience drive your organisation.”

Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit and the Editor-in-Chief of Which-50 Media. Adobe is a corporate member of the Which-50 Digital Intelligence Unit. Members provide their insights and analysis for the benefit of our readers. Membership fees apply.

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