With the change in calendar year what has not changed in the marketing landscape is the utter significance of AdTech and MarTech. In the recent couple of decades, marketing has changed upside down. Modern marketers are equipped with latest technologies. AdTech and MarTech are the two most important technologies that enable marketers nail it with their advertising and marketing strategies.
Some find these digital marketing technologies closely resonating that even blurs the thin line between two of them. Other school of people firmly believes that they are entirely different, supporting their stand by citing specific platforms associated with two of them.
While a few platforms like data-management platforms (DMPs) are generic and shared by both the industries, most of the platforms are unique and specific to their relative field. For example demand-side platforms are tools of advertisers to run online media campaigns. On the other hand, email-automation tools are solely used by marketing professionals.
Throwback – Important Digital Marketing Achievements In 2018
Thanks to digital revolution marketing industry has become more complex and completely transformed what it used to be in past. Last year was a year of accomplishments in the Adtech and Martech horizon. It made big with epic acquisitions and advent of new technologies including programmatic mobile buying which has been mainstreamed.
Experts Predict How AdTech And MarTech Will Evolve in 2019
There was a time when advertising tech and marketing tech were experiments but soon they became the industry standards. They have come a long way and they are here to stay. We have streamlined the great future possibilities as predicted by the industry experts. Have a thorough glance:
OTT/Connected TV Will Come In Its Full-Fledge Form
Over-the-top television (OTT) and video streaming units like Roku and Chromecast, and connected TV apps such as Amazon, Netflix and Hulu have altered the world of television and video. It is almost needless to say, how crazy everybody is about videos these days. And it is not going to change any time sooner. But do you know what? It is just the beginning. There is immense and widespread scope in 2019.
So, what message this carries for the advertisers and marketers? Well, this is certain that the paid channels such as Netflix, HBO Now etc. will perpetually be doing well. Point to be noted here is that the majority of consumers are reluctant to spend money on more than two outlets/channels at one time. The industry experts see advertisers and OTT app publishers investing in uninterrupted and effective advertising options in 2019.
“Ad-supported OTT will prove to be a strong contender for television advertising dollars as more and more viewers shift away from traditional television,” says Kedar Gavane, Vice President at Comscore. He further added “Today, OTT delivers the best of TV with the capability to precisely target viewers down to the zip code level, and use factors like demographics, lifestyle and interests. More advanced analytics tools are enabling advertisers to target the right audience, buy the highest quality inventory and measure OTT campaign results more effectively.”
Advertising and AdTech Will Play At Forefront
The big shots of industry understand that developing trust is the biggest issue they have to resort to in the New Year. As elaborated in Gartner’s "2018 Hype Cycle for Digital Marketing and Advertising" , mobile marketing analytics, ad verification and multitouch attribution has surpassed the levels of cynicism. Pondering why is it so?
Well to the best of understanding of most of the industry leaders, it is the trust issue which is letting down the market. To counteract the unfavorable stances, more brands will be putting in efforts for increasing both reach and revenue, while being transparent, which also means you will see more of programmatic ad buying and unified ad auctions in 2019.
For this brands can choose between cross-device and multitouch attribution or bring them together. With rapidly increasing number of companies in the race, along with varied levels of technology and legitimacy, it is getting difficult for buyers to perform a scrutiny for setting real and fake apart.
Advertisers will let their money speak for them as they choose to go with the businesses they trust and that have convincingly great business models.
Bright Future of 5G
With the rollout of 5G, a completely new world’s foundation will be laid. A community that never existed before will be created. Not only AdTech and MarTech but the whole world on a whole will embrace the changes in their surroundings and how they lead their lives. Imagine anything, literally anything it can be done.
Hope you remember how 4G has taken our world by storm. Had it been the same old 3G Uber, WeChat and facebook could not have existed, at least not in the current form. Expecting drones to deliver lunch from your favorite restaurant is nothing. Also, road-trips sans driver are not work of imagination. It will soon happen.
It is in best interest of advertisers and marketers both to stay prepared for the upsurge of digital lives.
Technology Coming Close To Human Habits
It is getting easier day by day to use technology. For instance, touchscreen phones were introduced in market after the traditional mobile phones. With a mere touch you can do whatever you want to with your phone.
For using modern gadgets one need not to be tech-savvy. In fact, technology is making it easier for us, the human being. Technology is giving the option to us to be the way we naturally are.
Lately, voice searches are in-trend. The way two people communicate with each other, one can interact with the web world in somewhat similar fashion. This is why experts believe VR has a long way to go. So what is the catch for the AdTech and MarTech people? More and more mergers will come into picture as the companies have started realizing they need to have greater resources and work in synergy to develop these kinds of revolutionary endeavors.
Data’s role changeover-From Supporting Role To Lead
Numbers and data have always been friends with advertisers and marketers. In 2019, it will be no exception, but that is not all about it. Data led initiatives will become common in this year.
Gartner has made the future speculation that data-driven marketing is five to 10 years away but many digital marketing geeks beg to differ. They see it coming into force much sooner than that. Laws such as GDPR in the EU and the California Consumer Privacy Act coming into effect in 2018 are evident enough that governments are valuing advertising and marketing data at par.
It will hold all the more true in arena of AI and machine learning. AI brands will develop better insight of the right audiences and offer them more relevant ads. Connoisseurs are highly expecting marketing to take off led by AI in this year.
The Bottom Line
Gaining sight of the top future predictions In AdTech and MarTech realm is current mandate for all the digital marketers. Just like other business predictions there is a chance of being corrected but as far as the credibility of the adepts is concerned, they are quite unlikely to be challenged. Most importantly who does not know the tremendous potential of these two top most digital marketing technologies?
Scott Szymanski
Hi! I am a graphic, web designer and blogger with over 5 years experience at FL, USA. I am very passionate about anything related to design services like, Logo Design Services, website design services, web development, graphic design and more, and spends copious amounts of time hidden behind a book or a screen and reading about design.
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