Advertisers and marketers (and by extension adtech and martech) used to live in relatively separate worlds. Email marketers and advertisers may have had similar backgrounds, but their operating ethos and day to day were very different. Now, as the lines between traditional marketing and advertising have become blurred, teams become more cross-functional, and the catch-all position of digital marketers becomes more common, these two worlds are poised to collide (and already have).
Marketers and consumers alike are shifting their sights towards multi-channel marketing as the new standard for businesses. Multi-channel marketing involves coordination between every single brand touch-point to provide a truly seamless customer experience. Messaging and personalization from email to web, to digital advertisements, cannot be disparate — but that’s no small task from marketers already stretched thin. The key to pulling it off? You need to have the right tech stack backing you up.