What Do Marketers Get Out of Blending Marketing and Ad Tech? - eMarketer

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What Do Marketers Get Out of Blending Marketing and Ad Tech?

Practitioners want to give intent-based efforts a shot

July 6, 2016

The fusion of marketing and advertising technologies can open up a lot of opportunities for practitioners. According to research, nearly half of marketers and advertisers said implementing people-based marketing was critical, among other related tactics.

Importance of Madtech* Tactics in 2016 According to US Marketing and Advertising Executives (% of respondents)

The Relevancy Group, a market research and advisory firm, surveyed 401 marketing and advertising executives in April 2016 in the US about approaches to “madtech”—a blending of marketing technology and advertising technology.

According to the data, respondents thought all the madtech tactics in question were at least somewhat important. Of the practitioners surveyed, 47% said people-based marketing was extremely important, followed by the ability to identify users across channels and devices (44%) and using real-time data for in-the-moment marketing (40%).

The results of the study are markedly tied to an emphasis on personalization and delivering a tailored, thoughtful customer experience at the right time. Interestingly, separate research from Pan Communications, released in May 2016, indicated that personalized-based marketing is a concept that practitioners in the US want to investigate further. The survey uncovered that the majority (57%) of respondents feel this is a trend worth looking into.

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