Nivedan kumar, Head of Cloud and Technology Partnerships, AppsFlyer.
Martech (Marketing Technology) and Adtech (Advertising Technology) are two major fields that are changing the IT infrastructure for digital transformation. Martech refers to the use of technology to automate and optimize marketing processes, while Adtech refers to the use of technology to manage and deliver digital advertising so particularly in the acquisition and engagement of end-users.
The Scope of IT has become larger then ever to see how does the over all marketing stack will go with the infra company has. Many a times I have been asked if the technology in the question can help making the App faster and quicker to load.
In my experience IT has made a way into the criteria of checking before any tech is onboarded by companies and sellers should also think and add the pointers while speaking to Companies.
Acquisition: This one goes as clear help to marketing goals, however here onwards the role of IT becomes very import. Martech and Adtech help companies acquire new customers through various marketing channels such as search engine optimization, pay-per-click advertising, social media advertising, email marketing, etc. These tools enable companies to create targeted campaigns.
Data Integration
One of the biggest challenges facing organizations today is the integration of data across multiple systems. Martech and Adtech are changing this by providing tools and platforms that enable data integration across different systems. This integration is essential for creating a single view of the customer and for delivering personalized experiences.companies can gather all their data in one place. This eliminates the need to manually transfer data from one platform to another, saving time and reducing the risk of errors. This is is most common asks from companies dealing with millions of visits on their website or App.
Cloud Computing
Martech and Adtech are also driving the adoption of cloud computing. Cloud computing provides a flexible and scalable infrastructure for managing and processing large volumes of data. Cloud-based solutions are also cost-effective and provide access to advanced analytics and machine learning capabilities.
AI and Machine Learning
Martech and Adtech are leveraging AI and machine learning to automate and optimize marketing and advertising processes. AI and machine learning algorithms can analyze vast amounts of data to identify patterns and insights, and to deliver personalized experiences to customers.
Cybersecurity
Martech and Adtech are also driving the need for stronger cybersecurity measures. As organizations collect and process more data, they need to ensure that their systems and data are secure from cyber threats. Martech and Adtech providers are implementing robust security measures to protect their platforms and their customers' data.
API Integration
Martech and Adtech are also driving the adoption of API integration. APIs (Application Programming Interfaces) enable different systems to communicate with each other, allowing for the seamless transfer of data and functionality between different systems. This integration is essential for creating a cohesive and efficient IT infrastructure.
Real-Time Analytics
Martech and Adtech are also enabling real-time analytics, allowing organizations to analyze and respond to customer behavior in real-time. Real-time analytics provides insights into customer behavior, enabling organizations to optimize marketing and advertising campaigns on the fly. Many a companies are focusing on makignthe customer experience as smooth and better a they can – tech with realtime will allow just that and more.
In conclusion, Martech and Adtech are changing the IT infrastructure for digital transformation by providing tools and platforms that enable data integration, cloud computing, AI and machine learning,
cybersecurity. integrating ad tech and martech can save companies time and resources by streamlining data collection, improving targeting, automating tasks, increasing efficiency, and enabling better analytics. There is an gap write now but its narrowing down and companies who move first to close the gap will always be better than other in the market with plethora od martech and ad tech players.
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