Technology is at the core of the transformation of the marketing and … – Computerworld

The convergence of marketing technology (martech) with the technology of advertising (adtech), the marketing techniques that were triggered by the event and in real-time, customization and the use of contextual information are the four main forces that point to a future data-centric to the professionals of the segment.

it Is the one that points to the study “Hype Cycle for Digital Marketing and Advertising 206″, prepared by Gartner, which reveals the main forces that are driving the evolution of technologies in the sector of marketing and advertising.

This year, Gartner joined the hype cycles of marketing and digital advertising in a single report. This, according to the consultancy, this reflects the growing need of marketing professionals consider the marketing tools as an integral part of their core technologies that are operational, rather than segregate them.

“As marketers adopt strategies, data-driven to improve the customer experience through content in a coherent and messages, and advertising uses practices and programmatic real-time bidding, customers expect increasingly more consistency and coordination of all communications of the brand. Marketing in real-time and triggered by events is the main focus for professionals and advertisers. Like all forms of marketing seek more efficiency and effectiveness, predictive analytics is rapidly gaining the attention of marketing professionals more experienced,” explains Mike McGuire, vice president of research at Gartner.

The following is the Gartner list the main forces technological:

The convergence of martech and adtech: Both show an increasing dependence of strategies and tactics based on data. On a strategic level, this convergence is the result of the continued focus on providing customer experiences with compelling and of value, regardless of market, product or service. Categories such as data management platforms, marketing analytics, marketing automation and predictive analytics are increasingly shared in their panels martech and adtech.

marketing Techniques in real-time and triggered by event: The impulse to be able to react in real-time and lead the client or prospect by the way of purchase and advocacy places the focus on mobile marketing and in predictive analytics.

Customization: Profiles in technology of personalization and personification are developing rapidly. Marketers have sought increasingly to create opportunities for individuals, balancing the concerns of consumers about privacy and security.

contextual Information: The use of contextual information is demonstrated by the use of mobile devices by consumers, current and future, as the local climate or the presence near a shopping mall or trade area, is driving the general interest of traders to the proximity of marketing, the Internet of Things (IoT) and devices that are wearable.