Media, tech and advertising have become so intertwined that there’s no going back to a world where we operate in complete siloes. Today we live in the era of MadTech, and we’ve taken notice of the connective tissue between how marketers market across channels, like email and their site, and how they advertise across the wider web.
The common denominator throughout these disciplines is data. And regardless of how AdTech and MarTech operate, they all need to create marketing and outbound communications that relate to their audience and provide relevancy and value to consumers.
Here are a five key marketing related to the collision of AdTech and MarTech:
1) Consumer expectations are higher than ever. Constant communication from the retailer and an excellent customer experience regardless of point of purchase are taken for granted now. People expect more from retailers today. They want and expect brands to know them and deliver information that’s meaningful and relevant.
2) Traditional online marketing campaigns simply don’t work as they once did. There are now so many channels that the consumer can potentially be influenced by that retailers need a comprehensive plan to retain customers and keep them focused on their products and services. One-and-done campaigns don’t quite cut it. We’re seeing marketers opt for always-on marketing strategies that span different channels and are powered by rich information, including real-time data and intent, past purchase history, shoppers’ affinities, etc.
3) Marketers should be smarter than ever. The data-gathering techniques that are in play now, along with the advent of merging third- and first-party data sources, have the potential to make marketers smarter than ever. With MadTech, you can now cast a wide or narrow net to the audiences that matter most, and deliver truly personalized messages to people.
4) Understanding how data fits together is critical. Part of the magic today is in the ability to predict —customers’ next move, what they want, their preferences, etc. — and the other part lies within the ability to create a certain level of value to customers that increases their loyalty and keeps them coming back to buy. The world of MadTech looks more closely at the customer and prospect journey across channels, devices and buying stages.
5) Having the resources to make today’s information actionable is a game-changer. It’s one thing to have data and access to unique customer information, but it’s another to leverage it and act on it in a timely manner. This is critical to driving a better, faster integrated feedback loop so you can make precise decisions about your customers. Precision and speed both play an important role in winning that next new prospect, retaining your customers and keeping them engaged over a long time period.
Jamie Fishler is vice president of marketing for Magnetic, a marketing platform that helps marketers understand people in order to better serve them.