What CMOs need to do to make 'madtech' happen

November 10, 2021 | 4 minute read
Mollie Spilman
Chief Revenue Officer, Oracle Advertising and CX – Advertising and Marketing
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I love the word “conundrum.” It’s a fun word to say. But it’s hardly a laughing matter as marketers deal with the enigma that is “madtech.”

Six years ago, analyst David Raab coined the term to denote the need to combine martech with ad tech because, in his words, “Consumers don’t make a distinction between marketing and advertising interactions. And to meet their expectations, neither can marketers.”

That was six years ago! That's a lifetime in the digital age.

Yet here marketers still sit, faced with the same challenges they faced all those years ago. The reason why can be summed up in one word: fragmentation.

At Oracle, we consider fragmentation in four separate dimensions, each with its own challenges and opportunities. Let's take a closer look.

1. Consumer attention

Challenge: Twenty years ago, there were only 30 cable channels. And in a typical metropolitan area, just one or two newspapers, a couple of magazines, and a favorite radio station fought for consumers’ attention. Today, there are more options than ever, with more sprouting up every day. The lockdowns last year only exacerbated this fragmentation of attention. As one example, in Q1 2020, Twitter saw the average total of monetizable daily active users increase 23% from the previous year.

Opportunity: There are two opportunities here. First is truly understanding your audience—the who, what, why and so on. The second is measurement, understanding exactly where to spend your media dollars and measuring the ROI of the spend.

2. Marketing departments

Challenge: As fragmentation relates to marketing department, one word clearly sums it up: silos. From social media to brand and demand-generation teams—all of whom will have siloed financials and KPIs—silos are problematic for any brand. Whenever consumers see differing messages across different touchpoints along their journey, you can be sure a silo is present.

Opportunity: Deliver a consistent narrative and story through all touchpoints. To do this, create a cohesive and coordinated marketing department sitting behind the touchpoints. Moreover, integrate your advertising, marketing, planning, execution, and measurement.

3. Technology stacks

Challenge:  In late 2020, Gartner surveyed nearly 400 marketing technology leaders and found that 35% of respondents plan to overhaul their martech stacks, while less than 60% are utilizing their stacks to their full capacity. These responses, by the way, have remained the same since 2019.

The takeaway for many marketers is that they’ve either reached a tipping point or they recognize—at least they should—the functional gaps that exist within their current stack that preclude them from managing their first- and third-party data in an environment with changing privacy standards, consumer preferences, and the deprecation of the cookie.

Opportunity: Simplify your stacks and focus on technologies that are integrated and support a seamless customer journey, from consideration and adoption all the way through to sales and loyalty. Some companies today are doing just that, bringing together their marketing and advertising tech to drive more qualified sales leads into their CRM systems. Learn more about how Oracle Fusion Marketing is helping marketing and sales teams work together seamlessly, sell more, and drive revenue..

4. Data

Challenge: A seemingly endless number of media options does not, in and of itself, cause data fragmentation for a company. Of course, it will make it harder to know what messages consumers have been exposed to over time, since their identity is fragmented across the different ad tech systems that serve and track ads across all media types and channels. The real challenge lies in the martech/ad tech stack fragmentations.

Opportunity: Develop an integrated strategy and view of your customer data. To do this, it’s vital to remove any silos and streamline your existing stacks. This will be problematic for some since, according to a Deloitte Digital survey, companies today on average have 16 applications that leverage customer data coming from 25 different sources.

It's only the beginning for the "madtech" game

I’m a big football fan—the Baltimore Ravens are my team—so I wanted to use a football analogy to illustrate where I believe we are when it comes to madtech. If madtech were a football game, we've just had the opening kickoff.

It’s very early in the madtech “game” for sure. But the good news is the game is underway, the clock has started, and the solution providers that deliver on the promise of true ad tech/martech integration will surely end up the winners.

Mollie Spilman

Chief Revenue Officer, Oracle Advertising and CX – Advertising and Marketing

Mollie Spilman is a 20-plus-year media veteran whose prior gigs include roles at Criteo, Advertising.com, and Yahoo!. Passionate about inclusion and diversifying the ranks of business, she has extensive experience developing, scaling, and leading direct sales teams to over 1200+ employees and a proven ability to manage complex deals, increase revenue, and grow existing business while building a culture of innovation through people development that empowers employees. In her spare time, Mollie loves sport fishing, playing golf, running, listening to country or classic rock and enjoying a glass of her favorite California chardonnay.

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