MarTech: The Death and Rebirth of Advertising
Mon, 17 Jun 2019
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Advertising has a huge role in the lives of sellers and companies everywhere. In order for people to know about your product, you need to be able to advertise it very well. For this to happen, billboards, television commercials, online advertisements, and the like, are employed by third-party advertising companies in order for you to get the attention you deserve. This data is then sent to you or a company for them to analyze the reach of their advertisement. However, sometimes this just is not enough. People need more than just how far the advertisement was able to reach. In order for corporations to understand their user base, more intensive and intimate date must be gathered.

MarTech allows this to happen. A combination of marketing and technology, MarTech allows users to customize and personalize the way they plan on marketing their products. This removes the need for a third party since MarTech integrates advertisement in its systems. Furthermore, MarTech also allows users and companies to gather a lot of data. The reactions of consumers towards a certain product can be gauged by MarTech systems. MarTech systems are also able to analyze external factors that contribute to the purchasing decisions of consumers. This means that MarTech users will be able to fine-tune and personalize their products as they see fit.

Intimacy

MarTech platforms operate in a one-to-one scenario. In this method, MarTech deals with the next steps in the consumer’s journey by accessing existing audiences and ultimately changing them into happy clients. It places the consumers at the center of focus when they have become aware of the brand; once they have engaged with the brand through a display ad or went down the marketing funnel by downloading an eBook or availing of a subscription to a newsletter, for example.

This level of intimacy with consumers allow companies to grow a consumer base that stays loyal to them. Given that MarTech allows for a deeper understanding of your clients, it shows them that you as a company are listening to their needs and focusing on them, even if it was just the system doing its job.

Control

One of the main features of MarTech is the fact that companies are the ones who implement it. With the help of an in-house IT team, companies can create MarTech innovations within the four walls of their office building. This type of control is unavailable in traditional marketing since you always have to rely on the third-party agencies to make sure your product is being spread

There is also the question of finances. With normal advertising, you constantly have to pay third-parties in order to keep your advertisements up and running. Sometimes, you even have to pay for the advertising space yourself. All that effort and you only get basic data about the people who actually saw the ad and clicked on it. However, with MarTech, finances have never been easier. If you have an in-house team dedicated to marketing, you do not need to pay different corporations. The fact that MarTech is so easy to use means that it’s capable of accessing multiple markets.

The future of MarTech, although, vague and blurry, is incredibly bright. In order for companies to make sure that their startup or their service will reach a huge audience, they need to make sure that the way they sell and interact with potential buyers is perfect. MarTech allows multiple opportunities to grow as a company. As long as users understand what they are supposed to do, it would be difficult to replace MarTech. In its own way, it may become the new way of advertising.

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