The role of marketing is changing rapidly, and the diverse channels and solutions marketers need to understand are continually increasing.  At the same time, marketers need a holistic view of their customer to understand not only the path to purchase, but the entire customer lifecycle. This is becoming more and more difficult, especially as customers are easily able to research many options, brand loyalty can take a back seat.

A unified data story that gives marketers a complete 360° view of their customers is the dream, but most marketers are realists and understand that this may be a long way off (if ever). In today’s world it’s not just attribution technology holding us back — it’s walled gardens, regulations with serious legal ramifications (think privacy) and competitive tensions.

The convergence of AdTech and MarTech is a step towards a better understanding of attribution and success of your marketing activations. Of course it’s not the holy grail, but through truly understanding many online steps in a customer journey, marketers can begin to make that journey as simple and scalable as possible.

Of course attribution is only one of many benefits. Others include:

  • Increasing sales and profit Better integration across marketing activities will make it easier to show the right message to the right customer at the right time — ultimately moving more stock at a better price.
  • Putting control back in the marketer’s hands Having a load of technology under one roof/platform allows marketers to more easily understand their data, putting them back in the driver’s seat.
  • Having a single view of the customer Marketers can reduce duplicates in their systems, and have a clearer understanding of their customers. This gives the potential to personalise the message and approach to their customer base.

The merger of AdTech and MarTech gives marketers the upper hand, allowing them to take a single view of their data. This is done through a single platform with the ability for personalisation across their entire customer base.

In other words, it allows for direct marketing with mass-media scale.

About the author

Ben Sharp is the Vice President and Managing Director, APAC at AdRoll, which is a member of the Which-50 Digital Intelligence Unit. Members contribute their expertise for the benefit of our readers.  Membership fees apply.


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