All of the Martech — None of the Headaches

Manage your Martech differently, get the marketing results you want, and set yourself free.

In today’s world, consumers expect personalization, especially online.

One minute, they’re online shopping just for fun and see a product they like, but may not actually intend to buy. 10 minutes later, they see that exact product on their Facebook feed. Feelings of both confusion and flattery run through their head as they decide if it’s worth the price tag.

This personalized ad is no coincidence, though.

It’s a highly complex form of marketing that requires a healthy combination of Adtech and Martech to maximize the use of data and content.

Adtech encompasses digital media automation and measurement, such as display ads, paid search, and paid social. Some of the more popular Adtech companies include Google Double Click, Tealium, and The Trade Desk. Martech, on the other hand, empowers marketing automation fueled by known first-party data to create, manage, and optimize direct campaigns such as email, SMS, and website personalization. Martech programs include Hubspot, Salesforce, and Hootsuite.

Deploying these technologies can be complex and overwhelming. Check out this landscape from LUMA — an investment bank offering digital media and marketing insights. It includes over 5,000 Adtech and over 1,500 Martech players that we know of.

You may have even already interacted with this landscape—for instance, when you’ve put an item in your cart, then left the site without purchasing. The marketers using the landscape could use this information to direct ads specific to the product you just abandoned.

When it comes to Adtech complexity, brands have figured it out. For the most part, brands outsource the selection, implementation, and maintenance of Adtech to their agency partners, and thus free themselves from the administrative work associated with the implementation of tags, publishers, and the inevitable challenges that come with any technology.

Things are very different when it comes to Martech. Whether the concern is around first-party data or just the legacy way of working, brands tend to sign, implement, and manage Martech internally.

In our opinion, this is a mistake. We believe that brands should focus on the strategic nature of growing their business, not spending precious internal resources trying to figure out how to integrate Adobe with Salesforce or deploy campaigns in some complicated and new yet quirky partner. Worst yet, when brands run into trouble with their Martech, it can be costly. Typically, Martech partners prefer a SaaS engagement model, where they sell you the software and hand over the keys.

We have come across dozens of situations where brands buy a three-year agreement with a Martech partner but have limited ability to execute. If a brand has experts on deck, this may not be an issue, but if not, then good luck. They will either spend a sizable chunk of cash hiring experienced staff or look to bring on a consultant to help, which is expensive.

So, here’s a simple solution: why not manage Martech just like Adtech?

After all, agencies tend to house dedicated experts trained and experienced in helping brands curate the right Martech solution(s). Outsource the work to an agency, negotiate all the costs for implementation and management upfront, and hold the agency accountable to business KPIs. This will allow a brand to reallocate strategic resources and focus on actions that grow their business, whether it’s improving the eCommerce experience, ensuring a successful product launch, or developing a savvy new campaign.

By allowing an agency to support Adtech and Martech, data can be stored seamlessly. The customer lifecycle can more easily be tracked, and decisions surrounding messaging, timing, and audiences will be made across technology platforms.

No one can do everything, but by properly allocating resources and outsourcing non-strategic tactical projects, a brand will enable itself to focus on its core expertise and long-term wins. Consider this your new way to manage Martech and set yourself free.

Interested in learning more about Martech? Get in touch with our experts at hello@havashelia.com.