Worlds are colliding in marketing and advertising – MadTech has arrived.
We’ve reached a point where media, tech and advertising have become so intertwined that there’s no going back to a world where we operate in complete siloes. There’s a real connective tissue between how marketers market across channels, like email and their site, and how they advertise across the wider web.
The common denominator to 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.
In order to successfully bring the best of AdTech and MarTech together, you have to have specialized data assets, technology, and the knowledge of how it all fits together to drive a better, faster integrated feedback loop. Part of the magic is in the ability to predict—people’s 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. It’s focused on winning that next new customer, and keeping them engaged and interested in your brand.
In a recent article published by MediaPost, Rus Ackner, CMO of Swiss Watch International weighed in on the challenges facing retailers and the value of bringing together AdTech and MarTech.
Here’s a snippet from the original article “Magnetic’s ‘MadTech’ Sits At The Confluence Of AdTech And MarTech” published in MediaPost’s Real-Time Daily:
Ackner: Consumer expectations are higher than ever, frankly. Free, second-day shipping, constant communication from the retailer, and an excellent customer experience regardless of point of purchase are really taken for granted now. Traditional online marketing campaigns simply do not work as they once did. There are now so many channels that the consumer can potentially be influenced by that retailers truly need a comprehensive plan to retain customers and keep them focused on their differentiators as an authority in their space.
Ackner: Up until recently AdTech was a broad net cast to acquire new customers in the hopes of pulling in some interested and potential customers. The data-gathering techniques that are in play now, however, along with the advent of merging third and first-party data sources makes marketers smarter than ever.
Knowing how to use this information and having the resources to leverage it are game-changers. It essentially lowers acquisition costs and helps retain customers for longer periods of time, but only if you’re smart enough to leverage the information.
Hear more from Rus and read the complete article on Mediapost
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.