Customer-obsessed marketing

Madtech Convergence Is Ongoing — With Or Without You

Melissa Parrish Vice President, Research Director
Mary Pilecki Vice President, Research Director
August 16, 2017

For marketers, the struggle is real: you want to provide your customers and prospects cohesive cross-channel experiences that demonstrate you actually know them (without freaking them out) — all while reducing the number of vendors in your tech stack. There are positive signs with the marketing technology ecosystem rapidly consolidating — and millions of dollars spent on development to get you to your goal.

But the chasm between traditional adtech and martech solutions is a huge hurdle in providing full functional coverage for cross-channel customer journeys. Sure, integrations exist but rarely without the help from some virtual duct tape. Marketers are routinely forced to cobble together their own technology stacks or accept suboptimal interactions with customers.

Idealistic marketers would like to see advertising technology (the systems that enable the buying and selling of ads) and marketing technology (the systems that manage customers, analytics, workflows, and content) more integrated to deliver a unique customer experience across the entire customer journey. Pragmatic marketers, vendors, and investors recognize that, like it or not, the convergence of adtech and martech is happening — despite the two categories’ different worldviews, and it will affect tens of billions of dollars in marketing spend. The escalating path towards this convergence is driven by enterprise marketing technology vendors who are in the strongest position to dictate the path of this convergence. Why? Access to advertising budgets can enhance:

  • Continuous growth
  • Expansion into new target markets
  • Opportunities to sell more to current clients

We’ll be hosting an upcoming webinar to explore how exactly adtech and martech will join forces, and help marketers, advertisers, technology vendors, and investors understand everything from the trends that are creating convergence momentum to how to manage the process proactively for success.

Register now for the webinar.

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