Strategic Fusion of Adtech and Martech

“The modern marketers face a daunting task of navigating an ever-shifting landscape of customer expectations.”- Myron Sojka, CTO, Epsilon

In the age of hyperconnectivity, a demand for seamless consumer experience, and personalised experiences across various touch points makes modern marketers face the daunting tasks of optimising marketing campaigns. According to Forbes India, an average consumer uses at least six touch points per purchase, and 90% of consumers expect all interactions to be consistent regardless of the marketing channel. Amid the advancement of tech-oriented marketing, Adtech and Martech solutions, which are extremely powerful individually, cannot communicate effectively with each other.

Whether it’s inconsistent messaging or ineffective targeting, there is a gap between Adtech and Martech solutions, which are unable to navigate the ever-changing expectations of marketers and end-consumers. It is the reason the biggest brands in the world, like Apple, Nike, and Coca-Cola, use omnichannel marketing to reach their targeted customers more effectively.

As per the stats shared by Google in 2023, consumers’ completed purchase frequency is 250% higher when brands employ omnichannel marketing rather than a single marketing channel. The research report of HubSpot found that omni-marketing channels bring a 13% higher conversion rate than single marketing channels.

“The global Adtech market size will grow at a CAGR of 13.7%, and Martech market size will grow at the CAGR of 19.8% from 2023 to 2030.” – Grand View Research

Integrating Adtech and Martech will allow marketers to track customer interactions at different touchpoints and use the data to deliver more personalised content. With the advent of technological development in modern advertisement, it is a dilemma for marketers to select and use more efficient Adtech and Martech solutions per the goal of the campaigns.

Shift toward Omni Channel Marketing

The major shift in customers’ buying journey and functioning of marketing channels makes marketers leverage Adtech and Martech solutions to improve the customer’s overall experience across different channels. However, there is a significant gap as neither of these solutions effectively communicates together and allows consumer data tracking.

According to Deloitte, a seamless integration of AdTech and MarTech will help marketers track consumer interaction across different touchpoints. 

Brands like Sephora leverage their marketing channels to stand out from their competitors. In the case study of Sephora, it was found that by using omni channel marketing, this brand delivers 30% of the relevant messaging to the platforms where its customers are most engaged. It helps Sephora stop wasting money on reaching money and spending money on marketing channels that are irrelevant to its campaigns. As a result, it builds relationships with customers, which drives loyalty and satisfaction. 

In addition, the combination of AdTech and MarTech’s strategic use helps Sephora move towards data-driven targeting and optimisation, leading to higher conversion rates and ROI. It also results in companies maximising media investment across every marketing channel, improving marketing performance and revenue.

Streamlining AdTech and MarTech

Creating a marketing strategy which involves AdTech and MarTech solutions requires a roadmap and collaboration facilities. According to Tracxn, over 680 companies in India use omnichannel marketing and follow a clear strategy that maximises ROI and mitigates the cash burn on extra marketing channels. 

Defining goals: Marketers must define the goals before implementing the combined AdTech and MarTech solutions. The goals may involve increasing brand awareness, high sales conversions, and improved customer retention.

Seamless integration: Amid the rise in advertising technology, marketers should look at integrated platforms. Whether it’s ad research or content management systems, the goal of AdTech and MarTech is to enhance end-user experience.

Focus on customer journey: The goal of omnichannel marketing is to provide the touch points of the customer journey. So, marketers should identify gaps between the tools and focus and support customers in buying decisions.

Data governance: Data is the lifeline of any marketing in building a foundation between brand and customer. Marketers must define data collection, usage, and compliance protocols and clearly outline governance.

Continuous improvement: Both AdTech and MarTech solutions are effective and can bring high ROI to any brand if used effectively. The fusion of these technologies requires continuous improvement, which involves establishing metrics.

Incorporating AdTech and MarTech strategically can help CMOs and marketing directors better understand customers’ behaviour across various touchpoints. However, it is essential to have a clear roadmap before using AdTech and MarTech in combination for the success of any marketing campaign.

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