Ad tech and marketing tech seem to be at odds these days, with the later grabbing most of the limelight. But why the rivalry? Both can and should be working together to create an unstoppable force. Just how these two disciplines can be aligned will be revealed in a moment. But first, these terms at a glance:
An abbreviation of advertising technology, ad tech is a system of technologies, software, and services that deliver and target online ads. It encompasses various analytics and tools used in day-to-day digital advertising. Typically outbound, ad tech relies on different types of formats, one of the most common being the banner ad.
Lying on the cutting-edge, marketing technology or marketing tech seeks to create interactive digital experiences. When properly implemented, these interactions encourage users to decide how and when to connect with a brand. Ad tech’s entire focus is on inbound marketing, with native ads currently among the most popular types.
So how do you sync these two seemingly polar opposites into a coordinated approach? Here are several strategies for marketers to consider:
- Create consistent messaging for all brand-generated content (outbound and inbound) and link across every device (mobile phone, tablet, laptop). When properly matched to customer expectations, this unified front provides a gratifying sense of responsiveness and personalization.
- Take unified messaging even further by syncing all brand-generated content with third-party content. Again, this unity of thought creates a welcome feeling of personalization.
- Make customers the decision-makers by allowing them to select their own road (s) to your brand. Marketers need only to point out the possible routes (blogs, webinar, social, video, social, etc.) Customer tastes and desires will do the rest.
If you have any questions or comments about ad tech and marketing tech, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 or sarah@youngcompany.com. Be sure to follow us on Facebook and Twitter for the latest brand marketing news and tips.