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Key Differences between Martech and Adtech
Both rely on technology that enables better personalization, automation, analytics, and reporting, but they exist to perform different functions.
FREMONT, CA: Marketers are increasingly relying on MarTech, or marketing technology, to help them streamline and expand their campaigns. These technologies assist firms in planning and executing marketing campaigns, monitoring and recording the success of marketing activities, and adjusting strategies in real-time and for future campaigns depending on the insights revealed by the data.There are already over 8,000 MarTech solutions available, and the number is growing.
Meaning of AdTech
AdTech refers to the technologies that aid advertisers and ad agencies in creating, managing, and measuring internet advertising campaigns. AdTech helps businesses cut down on ad waste by allowing them to target a very targeted demographic.
Significant differences between MarTech and AdTech
- Paid versus unpaid media
In general, AdTech will be involved when paid media is concerned. Typically, MarTech is helpful in conjunction with non-paid media, such as social media or email advertising. When MarTech is used to manage channels commonly classified as AdTech, such as paid ad-campaign capabilities on social media management platforms, the line between the two might blur.
When a business establishes a relationship with a person or another brand, it will employ MarTech to maintain that relationship. They have acquired specific data, such as name, email, and some identifying information, such as purchase history, at some point to engage with that entity one-on-one.AdTech solutions take a one-to-many approach, assisting firms in becoming discovered by those who haven't connected with the brand yet and are unfamiliar with it.
- Platforms used
Platforms for MarTech and AdTech are designed to support their respective functions. As a result, a platform's capabilities and built to perform can help identify whether it's MarTech or AdTech. AdTech, for example, employs demand-side media to manage advertising campaigns and buy and sell ad inventory.Likewise, customer relationship management (CRM) systems and social media management tools are among the platforms used by MarTech. A MarTech Stack's primary means cover every stage of the marketing cycle, from attracting customers to understanding them.
Another distinction between AdTech and MarTech is how they get billed. Because AdTech automates the process of buying and targeting advertising, the companies that create those tools often bill by imposing a fee, such as a markup on the media expenditure, with a minimum. As is standard with SaaS models, MarTech solutions get frequently priced monthly.It's another area where the line between AdTech and MarTech is blurring as more AdTech companies experiment with different revenue models, such as SaaS.
Users can also tell whether a tool is AdTech or MarTech by looking at who uses it. Advertisers and ad agencies, for example, use AdTech, but in-house marketing teams frequently use MarTech. But, again, this distinction isn't often evident because many ad companies offer services other than paid advertising.
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