MarTech and AdTech Need to Work Together to Address Attention Fatigue for Enterprise Brands

By Alfonso Mariniello On Aug 8, 2019

The average open rate for email is less than 18%, according to Campaign Monitor. That means that brands aren’t getting through to consumers who expect to have the same experience seamlessly across traditional and internet Marketing channels. Customers don’t care which screen they’re using at any particular moment but they want to be engaged and entertained. They will ignore Marketing considered boring or inappropriate.

Your enterprise brand has likely invested heavily in all sorts of Analytics and Marketing Automation tool and now is facing three main issues:

– Poor user experience across traditional and paid advertising channels

– Attention fatigue, especially in the Email Marketing channel (see statistic above) where opening rate and delivery rate are constantly falling

– An increasing gap between Marketing and Advertising activities, due to data siloed in different technologies and a fragmented process inside enterprises organizations.

These issues introduce blind spots, increases overhead, and impede efficiency. The result? A fragment

ed view of the customer, obscured marketing ROI, and inconsistent brand experiences. Companies crave Order and Standardization to fragmented industry.

So how can you bridge the gap between MarTech and AdTech?

Make Data Work

A strategic approach to data collection and application leveraging a DMP can lead to increased efficiency and unlock advanced Business Intelligence and data-driven Optimization. Data also adds value by enriching insights into your understanding of prospects and customers. Leveraging a DMP for Digital Advertising campaigns and key tracking capabilities further ensures advertisers build and control a veritable treasure trove of marketing data that would otherwise be lost or be fragmented across siloes and third-party vendors.

Envision Communication

What might this look like? Consider an auto company with deep knowledge of its existing client base but that is missing opportunities to re-engage former clients or activate clients with renewed purchase intent. An integrated approach means that historical data would show that purchasers of sports cars typically replace their vehicle every four years; existing MarTech data could be activated to create and market the latest models. Data such as model preferences and financing preferences could be incorporated while data on potential interest is be captured and fed back from the AdTech ecosystem to enrich associated MarTech data.

Meanwhile, semantic data can be used to target related material and points of interest, to help reach similar prospects or to flag a change in buying behavior – such as a shift from interest in luxury sports cars to luxury family vehicles.

A siloed setup prevents a robust and full-fledged programmatic approach to advertising. To solve this, Adform built a bridge between our platform and enterprise MarTech software providers such as SAP and SAS. When DMPs and MarTech tools work together, marketers can activate the data collected in the MarTech ecosystem and use that data to drive data-driven Digital Advertising campaigns.

A seamless workflow eliminates guesswork by connecting technologies that strategically must be aligned but have historically operated independently. This delivers a single view of the customer, enables better understanding and activation of Marketing ROI, extends the capabilities of Personalized experiences and helps orchestrate consistent brand experiences while modernizing the planning and deployment process.

An integrated approach, with CRM and Creative and Media folks all coordinated, means you can:

Prospect

Grow your reach and revenue by using proprietary first-party data to reach an audience beyond the confines of existing owned media. Prospect lookalike audiences that resemble your proven customer profiles from across the web. Lower CPA and increase ROI.

Intelligently retarget

Move the prospect down your Marketing funnel by capturing interactions and converting them into actionable insights. Tailor creatives through robust versioning tools and relevant contextual targeting backed by dynamic banner creation and testing to retarget and tailor each message.

Avoid churn

Leverage existing customer data, client lifecycle insights, and loyalty data to activate advertising and brand awareness campaigns that keep brand and products front of mind for clients. Tailor Marketing and Advertising initiatives to offer time-oriented discounts, re-activate lost customers, and lock in loyalty from at-risk customers.

Be flexible

Every industry and every individual customer has a different technology stack, voice, and strategy for engaging consumers. Find an integrated AdTech platform that works alongside your existing MarTech and that is designed to deliver added opportunities and enable powerful workflows.

Deliver a Holistic End-to-End Customer Communication Journey

A closely integrated MarTech and AdTech setup is essential to moving prospects through the funnel. Empowered Advertising is essential for exposing a customer’s brand or product in the discover phase, moving that consumer through the consideration phase, and ultimately playing a key role in triggering the decision phase before ultimately culminating in the final Sale conversion and handoff to the care phase.