Why Wait? Rethinking Your AdTech/MarTech Convergence Timeline

Why Wait? Rethinking Your AdTech/MarTech Convergence Timeline

When it comes to advertising and marketing, today’s business leaders know that an integrated approach is in their future. In fact, only 7% of marketing leaders have made no inroads toward AdTech/MarTech convergence to date.

But that doesn’t mean the other 93% is in a hurry – 40% of marketing leaders have an “indefinite” timeline for convergence, ballparking it at around two years or more.

Why are they waiting? The reasons run the gamut, ranging from concerns over the costs of integration to the challenges of merging internal data silos. But regardless of the reasoning, marketers who are ‘kicking the can’ on AdTech/MarTech convergence should start moving faster.

Speed is a weapon in today’s marketing and advertising environment. And delaying convergence also puts the brakes on the benefits it can deliver (including sharper customer targeting and smarter data management). Even worse, waiting indefinitely on AdTech/MarTech convergence reaps a negative impact on marketing success – both now and in the future. Here’s why.

1. It wastes resources.

With multiple systems in their arsenal, plenty of marketers are still struggling to understand the different components of their tech stack. Many are trying to master AdTech and MarTech separately before merging their approach.

Bur by working to “master” soon-to-be-outdated tech tools, marketers are wasting time and draining resources on both the advertising and marketing sides of the business. Those resources could drive a far stronger return if they’re spent advancing the future performance of both functions under a converged approach.

2. The data is disconnected.

By maintaining their existing tech stack, marketers are plugging data into disconnected software systems (with differing data-quality standards). That doesn’t seem so bad when you’re “mastering” separate systems, but it can lead to heavy clean-up work once convergence becomes a priority.

Separate systems create “data silo” issues that can damage marketing outcomes and slow down later AdTech/MarTech integrations. Pursuing convergence now creates a much cleaner data foundation for the long run.

3. It’s harder to adapt to a constantly changing marketplace.

Marketing and advertising are evolving rapidly – and for good reason. If the disciplines don’t adapt to the tech-driven preferences of their customers, they have little chance of keeping those customers around.

In such a fast-moving space, advancement takes agility. Relying on yesterday’s software solutions (and managing them separately) won’t help your organization win customers tomorrow. If your business runs on high-impact marketing outcomes, it’s time to stop kicking the AdTech/MarTech convergence can down the road. By making convergence a priority, marketing leaders can prime their companies for a far more productive future.

Stop procrastinating and get proactive about AdTech/MarTech convergence. Join us for the webinar, Pioneer The Final Frontier of Marketing with our guest, Joe Stanhope, VP, Principal Analyst at Forrester and leading expert on the intersection of marketing and technology. Register Now!

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