Martech and adtech converge
In 2016 Gartner combined the digital marketing and advertising Hype Cycles into a single report to reflect the growing need for marketers to consider advertising technologies as an integral part of their main operational technologies. Marketers’ growing dependence on data-driven strategies and tactics continues to drive a convergence of martech and adtech. This convergence is reflected in the status of technologies such as digital marketing hubs.
Digital marketing hubs provide marketers with standardized access to audience data, content and messaging to orchestrate multichannel campaigns and experiences. Marketing organizations are clamoring for the converged out-of-the-box capabilities of this technology to reduce complexity and accelerate time to value.
Their benefit is expected to be transformational and is at the Peak of Inflated Expectations, despite being 5 to 10 years from mainstream adoption.
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Digital marketing hubs are transformational because of their ability to categorically improve marketing efficiency. They do this by giving marketers the ability to engage individuals, businesses and narrowly defined customer segments with tailored messages that are optimized for context. While the Trough of Disillusionment looms as some users discover hidden costs and limitations of these platforms, digital marketing hubs will ultimately raise baseline marketing efficiency to the point where few brands will remain competitive without it.
Other technologies shared across marketing and advertising technology stacks include data management platforms (DMPs), marketing analytics, marketing automation and predictive analytics. This is how marketers will deliver compelling and valued customer experiences, regardless of the market, product or service being promoted.
React in the moment
Predictive analytics, near the peak of the Hype Cycle, have the potential to help marketers make better decisions and anticipate outcomes. Examples include predicting demand, fraud detection, dynamic pricing, churn management and customer lifetime prediction.