Monday, December 4th, 2017 | 3 min read
The Ad Tech space is evolving, albeit slowly.
That’s according to Forrester, a leading authority in the world of technology. In its recent report, The Forrester Wave™: Social Advertising Technology, Q3 2017, Forrester found:
“B2C marketers continue to seek some level of social media buying help – whether via self-service technology that can lightly guide them or fully managed-service offerings. But the technology landscape remains immature with many startups crowding the space and few vendors managing meaningful social ad budgets.”
This observation underscores how brands have a growing responsibility to meet customers on their terms: at the right time, on the platform they prefer, with a relevant and personalized message. Companies that do so will separate themselves from the pack. And this is not limited to the B2C space. B2B leaders are tapping into the power of social data-driven media strategies and placement.
The Forrester Wave also points out that solutions that sit within the big picture will thrive. The report states:
“Becoming a part of the broader social marketing ecosystem, the broader digital advertising ecosystem – and eventually, the entire enterprise marketing ecosystem – will determine which providers will have staying power. Vendors that can navigate this tech convergence will position themselves for success.”
Planning, executing, and measuring paid and organic ad efforts in different systems – by siloed teams – is a costly, wasteful process. Today, brands must manage end-to-end execution of of all media activities on one, coordinated platform in order to maximize their ad spend and capture revenue they would otherwise miss.
Finally, the report stresses how when it comes to ad tech, cohesion is a key to success – and survival. To wit:
“Forrester believes that “connecting and delivering customer interactions across touchpoints and devices is pushing marketers’ current analysis, orchestration, and execution capabilities to their limits.” What companies are depending on now is not powerful enough and there is risk in not uniting customer insights, profiles, targeting, personalization, and execution under one technology roof.”
Consider this: 75% of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person), and 89% of businesses are soon expected to compete mainly on customer experience.
It’s clear, then, that the era of disparate point solutions is coming to an end. To break down silos and guarantee a consistent, high quality experience for all customers, brands must adopt a single, holistic solution that allows them to reach customers across all digital touchpoints.
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