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AdTech & MarTech EcoSystem
Everyone Talking About AdTech & MarTech EcoSystem?
MarTech and AdTech are two of the hottest sectors in the marketing world. In our previous blog post, we summarized the differences between these two technologies and their current status within the eco-system. In this post, we will address how each one has been able to stand out from the competition and thrive in a cluttered marketing world. We will also clarify what advertisers are looking for in a digital marketing platform and why MarTech can be better than Adtech for them. Finally, we’ll talk about some of the restrictions consumers face when using Adtech platforms and provide links to resources that offer alternatives to these platforms.
But what exactly is MarTech? How does it differ from AdTech?
MarTech is based on a philosophy that marries technology and data with analytics to create solutions that are more efficient and cost-effective than the older marketing technologies. MarTech platforms are usually connected to analytic software (often referred to as “data warehouses”) that can provide a wide range of marketing optimization services, encompassing not only online data analysis but also offline analysis and other advanced analytics. AdTech on the other hand refers to the industry that utilizes automated ad-tech solutions designed to connect advertisers with publishers on an automated basis, as well as developing more efficient ways for companies to do things such as buy inventory or optimize digital campaigns.
What are some of the differences between MarTech and AdTech?
AdTech is a platform used to deliver ads, whether online or offline. It can be utilized by advertisers and agencies to place ads quickly through automated buying platforms. MarTech is a platform that mainly focuses on digital marketing, but also encompasses data warehousing, analytics, and marketing operations. It can be utilized to buy ads automatically and create reports about what consumers are most interested in, but it’s not designed for traditional direct response advertising and marketing.
What are some of the benefits of MarTech in comparison to AdTech?
The main reason companies should be utilizing MarTech is to have closer control over the campaign aspect of digital marketing and to have an easier time maximizing efficiency, effectiveness, and ROI. With MarTech, advertisers can automate purchasing ads in ways that are more precise than those performed by traditional systems; therefore, they can greatly improve the success rate. With AdTech, advertisers can often only place ads against data that comes from their databases. This means that they must rely on automated buying platforms and receive immediate feedback regarding the effectiveness of their campaigns.
What are some of the ways MarTech can generate a return on investment?
MarTech platforms allow an advertiser’s experts and data analysts to automate the campaign processes required for effective digital marketing. This means they can create Advertising Operations Centers that allow local teams, as well as individual members of a company, to work together efficiently toward common goals and maximize ROI. They can also analyze and measure results across the entire campaign, thus helping companies make decisions about which features to lighten or increase, what direction campaigns should move, and how to allocate the budget in a more efficient way.
How do MarTech and AdTech compare across different geographies?
MarTech has not yet been adopted as much as AdTech, but it is catching up quickly. This is due to the fact that MarTech can fulfill more advertising functions, such as buying ads, while automation helps to make the whole process more efficient. Although it’s still in its infancy, there are some organizations that are trying to popularize this concept by assembling a bulk of local data to work with an analytical solution. For example, AdHawkworks has created a platform called Ad-Agency Central that combines regional data (specifically in the U.S.) with metrics from over 50 commonly used ad-tech platforms.
Some of these benefits include:
In addition, companies utilizing MarTech may be able to determine which channels are delivering the most effective ROI for their industry, as well as make decisions about what ads/marketing strategies will yield the best return on investment. Therefore, they can create marketing strategies that focus on specific audiences with specific interests in mind.
The future of the industry is now open to people with different skill sets. If you want a taste, OCP Academy has an online course that will teach newbies like yourself all about it and give experienced professionals advice on how they can continue learning more so their skills don’t go obsolete or outdated!
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