Convergence of martech and adtech driven by data strategies

Gartner, Inc.’s “Hype Cycle for Digital Marketing and Advertising, 2016” reveals the key forces that are driving the evolution of marketing and advertising technologies. The convergence of marketing technology (Martech) and advertising technology (Adtech), event-triggered and real-time marketing techniques, personalisation, and the use of contextual clues are the four key forces that point to a data-centric future for marketers.
 
The convergence of Martech and Adtech both have a growing dependence on data-driven strategies and tactics. At the strategic level, this convergence is the result of a continuing focus on delivering compelling and valued customer experiences, regardless of the market or the product or service. Product categories such as data management platforms, marketing analytics, marketing automation and predictive analytics are increasingly shared in Martech and Adtech stacks. The drive to be able to react in the moment and move the customer or prospect along the path to purchase and advocacy puts the focus on mobile marketing and predictive analytics. Personalisation and “personification” technology profiles are maturing at a rapid rate, as marketers look to create that one-to-one opportunity while balancing consumer concerns about privacy and security.