The pandemic-driven environment has taught us a lot of things, and it has completely transformed the business landscape. We have seen an emergence of digital media business models. The funding data from the Q1 2021 will substantiate this as venture Capitalists see pretty good investment opportunities in MarTech and AdTech precisely.
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One reason for the growth of MarTech and AdTech is the level of personalization they can offer to customers. Marketing teams need to adapt to the new strategies and technologies quickly to be a part of this fair game. Fantastic trail of MarTech and AdTech trends will continue to shape the future of business. According to Gartner 60% of the leaders are likely to increased their investment on MarTech in 2021.
We have put together some notable MarTech funding we came across in Q1 of 2021.
The Month of January
1. Salesforce successfully introduced Loyalty Management, a new product to improve and drive more meaningful customer experiences. The new product is unique as it allows companies to create and implement intelligent loyalty programs for their B2C and B2B customers with flexible, configurable and easily deployable solutions. The platform allows personalized loyalty offerings to boost business value. It shall also enable companies to measure the performance of loyalty programs.
2. Informatica came up with its customer 360 SaaS solution to help businesses improve their CX. The product is launched to cater to the requirements of the post pandemic world and the solution is built on the Informatica Intelligent Cloud Services (IICS) platform. The core capabilities of the platform includes a modern customer experience with a cloud based, unified master data management, highly-personalized customer engagement and so on.
3. ComScore launched a cookie-free audience targeting solution called Predictive Audiences. By reading consumer behavior, their consumption pattern and demographics, the platform allows businesses to reach to granular audiences, which are aligned to the ad campaign goals. This is the latest solution to offer scale and precision beyond expectations.
The Month of February
1. Microsoft will now allow advertisers to improve their bidding with enhanced manual bidding. All the manual bidding will be optimized by eCPC starting this spring. This in turn, shall help advertisers take advantage of automated bidding. This strategy can be utilized for all search, dynamic search ads, and shopping campaigns that have not yet touched automated bidding. A few benefits of such a feature includes elevated bidding price, futureproofing with real-time responsiveness and flexibility to opt for tailored bidding strategies.
2. Hootsuite has added yet another feather to its cap by launching Curate. Curate by UpContent will help marketers create and share social content easily. All the content can be easily created, shared and implemented across the platforms right from the Hootsuite dashboard. UpContent is a popular and an active content discovery technology, and it is available to all the Hootsuite accounts.
3. Genesys partnered with Limitless, a provider of Gig Customers Experience (CX) to offer an experienced beyond imagination for Gig workers. The end-customers are going to be benefited from the reliable answers to their queries via their chosen digital channels such as chat or text. Genesys and Limitless together will offer a more contextual and connected experience throughout the customer journey.
The Month of March
1. Google has come up with yet another rule under which it will not pay heed to alternate tracking ID’s once the cookies are phased out. The company has also made it very clear that it is not going to use any alternate identifiers in its products.
2. TrustArc announced the launch of PrivacyCentral, which is a data intelligence center to offer a single-entry point to record and manage a company’s privacy journey. The presence of Privacy Central will simplify the creation and management of all privacy programs.
3. Progress unfolded the release of Progress® Sitefinity® digital experience platform 13.3. The new release will help Progress offer long-term support for Sitefinity adding extended support to customers for four or more years. The release also has additional features that can be found on their website.
4. Sourcepoint announced the launch of Privacy lens, which is a privacy measurement and analytics platform to offer compliance and data ethics visibility for advertisers. The platform allows advertisers to set their own parameters for privacy and assess inventory sources so that the messages only appear in a suitable environment, which is safe and compliant.
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The first quarter of 2021 especially the month of March saw the growing importance of data privacy, security and enhanced digital customer experience. This even echoed in the landscape of mergers and acquisitions. Amidst many mergers, acquisitions and launches, we have Brave that acquired Tailcat to offer the first alternative to Google search and Google Chrome.
MarTech is growing at a faster pace and there is no end in sight….needless to say, its an exciting time for marketers and martech in general!