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How Ad Tech and Marketing Tech Are Converging and Why It Matters

Date post:12-Apr-2017
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  • The Convergence of Ad Tech

    & Marketing Tech Brian Andersen

  • #b2bsummit

    Brian Andersen Partner, LUMA Partners

    @bandersen2000

    Focus: M&A Advisory, Corporate

    Strategy and Capital Offerings

    Previous: VP of Corp Dev at

    Omniture & Interwoven; M&A Group

    at Robertson Stephens

    Former athlete now relegated to the

    sidelines of his kids baseball / soccer

    / water polo games

  • #b2bsummit

    Investment Bankers

  • #b2bsummit

    LUMA Has Built a Global Brand via Content Marketing

    LUMAscapes are industry standards

    viewed and downloaded over 1.9 million times

    from 175 countries

  • #b2bsummit

    Advertising Technology

    Marketing Technology

    Ad Te c h M e e t s M a r Te c h

  • #b2bsummit

    The Future of Digital Advertising

    Brand Direct Response

    Commerce

    Programmatic

    Premium Ad Networks

    Native/Social

    http://www.crunchbase.com/company/pubmatichttp://www.crunchbase.com/company/mediamathhttp://www.specificmedia.com/index.php

  • #b2bsummit

    Native Meets Gartner

    YOU

    ARE

    HERE

  • #b2bsummit

    A Message Can Be In Any Format

    Theres no reason the message has to

    follow historical formats

    if the readers

    attention is elsewhere

  • #b2bsummit

    And Mobile Ads are Ineffective

  • #b2bsummit

    Game Changers: Facebook

    DESKTOP MOBILE

  • #b2bsummit

    Game Changers: Twitter

    DESKTOP MOBILE

  • #b2bsummit

    Game Changers: Facebook & Twitter

    Mobile Revenue ($ millions)

  • #b2bsummit

    Game Changers: Facebook & Twitter

    Real Time Distribution

  • #b2bsummit

    Game Changers: Facebook & Twitter

    Real Time Distribution

  • #b2bsummit

    New Paradigm

    Legacy Marketing Cycle

    Todays Marketing Dynamic

  • #b2bsummit

    Content Marketing / Native: Landscape

  • #b2bsummit

    Content Marketing / Native: Publishers

  • #b2bsummit

    Native Advertising

  • #b2bsummit

    Content Marketing

  • #b2bsummit

    Brand vs. Direct Response - 90/10 Rule

    Standardization

    Call to Action

    Conversion

    Integration

    Facilitation

    Awareness

    INVENTORY

    CREATIVE

    OBJECTIVE

  • #b2bsummit

    Adverting Technology

    Marketing Technology

    Ad Te c h M e e t s M a r Te c h

  • #b2bsummit

    Data is Enabling Cross-Channel Online Advertising

    Social

    Display

    Mobile

    Video

    Search

    Content Mktg

    DATA

    Email

  • #b2bsummit

    And Integrating the Customer Touch Points

    CRM

    Advertising

    Email

    Commerce

    Content Mgmt Support

    Lead Generation

    DATA

  • #b2bsummit

    To Enable Multi-Stage Marketing

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    DMP (cookie)

    CRM (user)

  • #b2bsummit

    Email: The Critical Linkage

    SALE

    CRM

    Display Video

    DATA

    Social

    Email #

    Advertising

    Marketing

    Identifiable Data

    Anonymous Data

    Inspired by:

    Email hashes are cross channel and cross device enabling adverting and marketing integration.

  • #b2bsummit

    Multi-Channel / Multi-Stage Marketing

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    DMP (cookie)

    CRM (user)

  • #b2bsummit

    Predictive Marketing: the Core Capabilities

    Insights

    Other

    In Store

    Website

    Email

    Display

    3. ACT

    2. ANALYIZE/ PREDICT

    1. CONNECT

    Web Analytics Other Ecommerce POS

  • #b2bsummit

    eCommerce Trend: Predictive Marketing

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    DMP (cookie)

    CRM (user)

    PREDICITIVE MARKETING PLATFORM

  • #b2bsummit

    Multi-Channel / Multi-Stage Marketing

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    Mktg Auto (B2B) DMP (B2C)

    CRM (user)

  • #b2bsummit

    Multi-Channel / Multi-Stage Mktg (Salesforce)

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    Mktg Auto (B2B) DMP (B2C)

    CRM (user)

  • #b2bsummit

    Multi-Channel / Multi-Stage Mktg (Adobe)

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    Mktg Auto (B2B) DMP (B2C)

    CRM (user)

  • #b2bsummit

    Multi-Channel / Multi-Stage Mktg (Oracle)

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    Mktg Auto (B2B) DMP (B2C)

    CRM (user)

  • #b2bsummit

    Multi-Channel / Multi-Stage Mktg (Demandbase)

    Awareness

    Consideration

    Intent

    Lead

    Website

    Sale

    Retention

    Reactivation

    Brand Advertising

    DR Advertising

    Lead Gen

    Content Mgmt

    Commerce

    Support

    Email

    Retargeting

    DA

    TA

    DA

    TA

    Loyalty

    Mktg Auto (B2B) DMP (B2C)

    CRM (user)

  • #b2bsummit

    Brian Andersen LUMA Partners @bandersen2000

    Thank You!

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