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The Unified Omni-Channel: Rethinking Adtech and Martech Silos

Publisher IDC
Published Jun 02, 2023
Length 9 Pages
SKU # IDC17976815

Description

The Unified Omni-Channel: Rethinking Adtech and Martech Silos


This IDC Market Perspective discusses unified omni-channel. The evolution from single channel to multichannel to omni-channel outreach has occurred separately in adtech and martech, resulting in silos of staff, budgets, technology, and tactics. This bifurcated reality results in incomplete reporting and suboptimal campaigns. To overcome this situation, organizations need to embrace a unified approach that breaks down barriers between adtech and martech, even if it requires investing in new tools and technologies. Prominent vendors and forward-thinking brands are already bridging the gap by deploying single multifunction platforms, deeply integrating point solutions, and leveraging centralizing data conduits. By pursuing a unified omni-channel approach, organizations can create campaigns that traverse advertising and marketing channels, aligning with the complete and full customer journey. "With a unified omni-channel approach, organizations can transcend traditional adtech/martech boundaries. By breaking down adtech/martech silos, marketers can address funnel gaps, deliver more engaging customer journeys, and unlock the true potential of data-driven marketing." — Roger Beharry Lall, research director, Marketing and Promotional Applications, IDC

Please Note: Extended description available upon request.

Table of Contents

9 Pages
Executive Snapshot
New Market Developments and Dynamics
Introduction
State of the Stacks
Worlds Colliding
Seeing the Big Picture
Industry Dynamics
A Unified Omni-Channel Imperative
Adtech-Martech Funnel Gaps
Vendor Examples
Epsilon: Extending Advertisers' Reach Through First-Party Data Solutions
Adobe: Evolving Creative, Marketing, and Advertising Use Cases
Advice for the Technology Supplier and User
Technology Users (i.e., Brand CMOs)
Technology Suppliers (Martech/Adtech Vendors)
Privacy Considerations
IDC's Point of View
Learn More
Related Research
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