April 13, 2018

The Impact of Marketing Intelligence on AdTech

AdTech has been a buzzword in the digital and marketing worlds for a couple of years now. It is a general term for the software and tools that help agencies and brands target, deliver, and analyze their digital advertising efforts. AdTech methodologies deliver the right content at the right time to the right consumers, so there’s less wasteful spending. Yet, we still don’t use it in its full capacity. Not being transparent, clear and set on measuring key results that actually matter in advertising (sales, conversions – you name it), AdTech is facing challenges that market intelligence, a part of MarTech, can easily solve.

Comprehensive market intelligence can help everyone in the marketing ecosystem identify the most effective campaigns, ads and publishers across multiple platforms and channels. The real power of market intelligence is the data that can be collected and analyzed specifically for the purpose of making confident, progressive marketing decisions. Market intelligence also helps stay ahead of the brand’s competition; identifying their capabilities, liabilities and long-term intentions which can be used to better position a certain brand through AdTech.

In addition, market intelligence can answer various strategic questions because it is based on multiple sources of data from external factors — including primary and secondary sources — which provide context and create a more balanced, accurate view of the market which AdTech can leverage. This also includes very important data such as consumer trends, age-group-to-spending-power proportions, geographical insight etc. Sources of that data include sales logs, surveys, social media, and email marketing, among many others, so, you if you want to improve your social media advertising, you should use overall data from that same source (in combination with other findings) to improve your results.

Email marketing advertisers can also leverage data from market intelligence by keeping more detailed track of what their competition is doing, in terms of newsletter sending times and even best performing newsletter designs. Going even deeper with the customer segmentation, it can give you more information regarding each customer that opened the email newsletter and what his preferences are.

Today, AdTech methods supported by market intelligence data allows you to make wiser placements that effectively position advertisements when and where they are needed most. This helps reduce wasted efforts and delivers ads to users at critical touch points, meaning it’s helpful for both brands and consumers.

Want to learn more about the impact of MarTech on AdTech? Check out Jeeng’s new ebook where we discuss the Inevitable Convergence of AdTech and MarTech and Why You Should Care.