How Ad Tech and Marketing Tech Are Converging and Why It Matters
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This document discusses the convergence of advertising technology and marketing technology. It describes how major tech companies like Facebook and Twitter have become important distribution channels for digital advertising through mobile platforms. It also discusses how data is enabling cross-channel marketing across different touchpoints like social media, display, mobile, video, search, content marketing and email. Finally, it talks about how major technology companies like Salesforce, Adobe, Oracle and Demandbase provide platforms to integrate customer data and enable predictive, multi-stage marketing across channels.
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How Ad Tech and Marketing Tech Are Converging and Why It Matters
- 1. The Convergence of Ad Tech & Marketing Tech Brian Andersen
- 2. #b2bsummit Brian Andersen Partner, LUMA Partners @bandersen2000 Focus: M&A Advisory, Corporate Strategy and Capital Offerings Previous: VP of Corp Dev at Omniture & Interwoven; M&A Group at Robertson Stephens Former athlete now relegated to the sidelines of his kids baseball / soccer / water polo games
- 4. #b2bsummit LUMA Has Built a Global Brand via Content Marketing LUMAscapes are industry standards viewed and downloaded over 1.9 million times from 175 countries
- 5. #b2bsummit Advertising Technology Marketing Technology Ad Te c h M e e t s M a r Te c h
- 6. #b2bsummit The Future of Digital Advertising BrandDirect Response Commerce Programmatic PremiumAd Networks Native/Social
- 8. #b2bsummit A Message Can Be In Any Format… There’s no reason the message has to follow historical formats if the reader’s attention is elsewhere
- 9. #b2bsummit … And Mobile Ads are Ineffective
- 10. #b2bsummit Game Changers: Facebook DESKTOP MOBILE
- 11. #b2bsummit Game Changers: Twitter DESKTOP MOBILE
- 12. #b2bsummit Game Changers: Facebook & Twitter Mobile Revenue ($ millions)
- 13. #b2bsummit Game Changers: Facebook & Twitter Real Time Distribution
- 14. #b2bsummit Game Changers: Facebook & Twitter Real Time Distribution
- 15. #b2bsummit New Paradigm Legacy Marketing Cycle Today’s Marketing Dynamic
- 16. #b2bsummit Content Marketing / Native: Landscape
- 17. #b2bsummit Content Marketing / Native: Publishers
- 20. #b2bsummit Brand vs. Direct Response - 90/10 Rule Standardization Call to Action Conversion Integration Facilitation Awareness INVENTORY CREATIVE OBJECTIVE
- 21. #b2bsummit Adverting Technology Marketing Technology Ad Te c h M e e t s M a r Te c h
- 22. #b2bsummit Data is Enabling Cross-Channel Online Advertising Social Display Mobile Video Search Content Mktg DATA Email
- 23. #b2bsummit … And Integrating the Customer Touch Points… CRM Advertising Email Commerce Content Mgmt Support Lead Generation DATA
- 24. #b2bsummit … To Enable Multi-Stage Marketing Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty DMP (cookie) CRM (user)
- 25. #b2bsummit Email: The Critical Linkage SALE CRM Display Video DATA Social Email # Advertising Marketing Identifiable Data Anonymous Data Inspired by: Email hashes are cross channel and cross device enabling adverting and marketing integration.
- 26. #b2bsummit Multi-Channel / Multi-Stage Marketing Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty DMP (cookie) CRM (user)
- 28. #b2bsummit Predictive Marketing: the Core Capabilities Insights Other In Store Website Email Display 3. ACT 2. ANALYIZE/ PREDICT 1. CONNECT Web Analytics OtherEcommerce POS
- 29. #b2bsummit eCommerce Trend: Predictive Marketing Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty DMP (cookie) CRM (user) PREDICITIVE MARKETING PLATFORM
- 30. #b2bsummit Multi-Channel / Multi-Stage Marketing Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty Mktg Auto (B2B) DMP (B2C) CRM (user)
- 31. #b2bsummit Multi-Channel / Multi-Stage Mktg (Salesforce) Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty Mktg Auto (B2B) DMP (B2C) CRM (user)
- 32. #b2bsummit Multi-Channel / Multi-Stage Mktg (Adobe) Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty Mktg Auto (B2B) DMP (B2C) CRM (user)
- 33. #b2bsummit Multi-Channel / Multi-Stage Mktg (Oracle) Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty Mktg Auto (B2B) DMP (B2C) CRM (user)
- 34. #b2bsummit Multi-Channel / Multi-Stage Mktg (Demandbase) Awareness Consideration Intent Lead Website Sale Retention Reactivation Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Email Retargeting DATA DATA Loyalty Mktg Auto (B2B) DMP (B2C) CRM (user)