Commentary

Blending Ad Technology And Marketing Technology = MadTech

The Relevancy Group, surveying marketing and advertising executives in the US about approaches to “madtech,” a blending of marketing technology and advertising technology, reports that 47% of the practitioners surveyed 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%). According to the study, nearly half of marketers and advertisers said implementing people-based marketing was critical.

Importance of Madtech Tactics (US Marketing & Advertising Executives; % of Respondents)

Tactic

Extremely Important

Somewhat Important

Not At All Important

Implementing people-based marketing

47%

45%

9%

Ability to identify an individual across all channels and devices

44

50

6

Utilizing real-time data to implement moment marketing

40

52

9

Utilizing a DMP (data management platform)

37

54

9

Ability to mix 1st and 3rd party data

36

52

12

Programmatic ad purchasing

33

52

15

Take data from one marketing channel and use in another

31

59

10

Source: Relevancy Group, June 2016

The results of the study are markedly tied to an emphasis on personalization and delivering a tailored, thoughtful customer experience at the right time, says the report. According to separate research from Pan Communications, released in May 2016, 57% of respondents and practitioners in the US want to investigate personalized-based marketing further.

For additional information, please visit eMarketer here.

 

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About the Author

Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.