Do you know what adtech and martech are? It is essential to understand these concepts, especially if you are a professional enthusiast in the field of advertising and marketing.
Don’t worry; you’re in the right place: Here, we’ll show you what these terms mean and how they apply to marketing strategies, as well as the implications for data privacy – and how this makes more and more people turn to services to improve privacy, such as safer browsers and VPN applications.
Marketing and technology
Throughout history, marketing has always been an activity significantly linked to technological resources. And today, the impact of digital media on marketing strategies can be compared to the revolution caused by the invention of the printing press.
Currently, the impacts of technological innovations are felt even more intensely in marketing activities and campaigns.
Today, numerous resources make it easy to reach ever-larger audiences with investments that are much cheaper than traditional television or radio campaigns.
Social networks offer numerous features that make creating, expanding, and monitoring advertising campaigns easy. Ignoring technological innovations and new trends is a mistake that any professional publicist should not make.
What is martech?
Martech is a shortened form of Marketing Technology, a term used to designate technology programs and tools used to plan, execute, measure and monitor marketing campaigns.
Martech tools are used to automate and facilitate marketing processes, collect data, analyze and use this data to optimize and generate more results with campaigns, in addition to providing various methods to reach people and create bigger engagement with the target audience.
The set of tools that a company needs to use to improve its advertising processes is known as the MarTech Stack.
What is adtech?
Adtech is an abbreviation of the term Advertising Technology, which refers to the technologies used to analyze and manage advertising in the online digital world.
These tools allow interconnection with the digital spaces used to promote products, services, ideas, and anything else, increasing the gains made with digital media advertising and optimizing the strategies used to carry out these campaigns.
Adtech features also make it possible to create more optimized, personalized, and targeted advertising to more specific audiences, ensuring that content reaches the people most interested in it.
People and companies can define, execute, monitor, and manage marketing strategies in a more efficient, satisfying, and rewarding way, in addition to obtaining more significant results from marketing campaigns.
Practical examples of digital tools
Several resources, services, and platforms fit as martech and adtech tools and are used to drive advertising campaigns made on the internet by digital media.
The best known are probably the tools made available by technology giants, such as:
- Google Adwords (from Google),
- Facebook Ads (from Facebook),
- Twitter Ads (from Twitter).
These tools have their specifics, but all of them allow considerable levels of customization and personalization of campaigns, such as defining characteristics of the target audience (age group, gender, geographic location, etc.), allowing advertisements to get where they need to go.
With better-defined target audiences, the results are better: More clicks, views, and purchases of products and services.
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Controversies over privacy
People and companies can use more efficient resources to reach people. However, services offered by the big technology giants only allow high levels of customization and targeting of campaigns because these giants collect, store and commercialize the personal information of billions of users.
Although this is very positive for marketing strategies, there is an increasing debate about privacy, confidentiality, and the protection of personal information.
Many users use mechanisms to limit this data storing, whether through web browsers with more features for online secrecy (such as Tor), VPN apps and programs (such as VPNs with malware removal or an ad blocker ), and even the abandonment of social networks such as Instagram, Facebook, Twitter, and other platforms.
Respect for consumer information
Today, it is virtually impossible to ignore martech and adtech resources to create, conduct and manage marketing campaigns. Any advertising that bypasses digital media and resources, in today’s dynamics, is practically doomed to failure.
However, using the resource ethically and transparently is necessary, communicating how information is collected and used to customers, consumers, and the general public.
Today, there are a series of marketing compliance rules that demand more simple postures from companies regarding the use of personal data and respect for people’s privacy.
The best advertising strategies consider balancing using these features and respecting data privacy.