Adtech, Martech, Salestech, Social
Adtech, martech, salestech and social platforms empower agencies and in-house teams to create, customize, personalize, share, analyze and measure the effectiveness of campaigns.
Grand View Research estimates the global adtech market was valued at $886.19 billion in 2022 and expects it to see a compound annual growth rate (CAGR) of 13.7% between 2023 and 2030. Meanwhile, Allied Market Research says that the global adtech market, which it valued at more than $748 billion in 2021, is projected to reach $2.9 trillion by 2031 – that’s a CAGR of 14.7%!
Adtech continues to advance with the help of new platforms, technologies and tools that employ AI; augmented reality and virtual reality; connected TV (CTV), aka ads that reach streaming audiences; geotargeting; hyper-personalization; integrated consumer journeys; native advertising; targeted, data-driven out-of-home advertising for billboards and signage; and vernacularization, which uses local languages and considers cultural preferences.
Martech is also leveling up with more and more customer data, AI and machine learning. Generative AI, the subset of AI that generates content, including texts, images and audio, is reshaping marketing, and can deliver highly effective personalized marketing at scale. With the help of real-time data and automation, organizations can reach their business goals and target audience with precise marketing campaigns, social media posts and other types of content.
Scott Brinker of chiefmartech and HubSpot told CMSWire: “as marketers feed more data into their algorithms, machine learning is getting more powerful at scoring and segmenting customers and identifying applicable content.” This creates new potential for martech.
The global marketing technology market was valued at $329 billion in 2022 and is poised to see 18.5% growth between 2023 and 2032, when martech is expected to reach $1.7 trillion, according to Allied Market Research. The research firm notes: “The increase in demand for personalized experience in several industry sectors such as retail and e-commerce and media and entertainment are one of the key drivers for the growth of [the] global market. Personalized experiences foster deeper connections between brands and customers.”
Social media marketing is also an essential part of the modern customer journey and crucial to business success. Research indicates 94% of business leaders agree that social data and insights from social media platforms have a positive impact on building brand reputation and loyalty; 92% believe they have a positive impact on improving competitive positioning; 91% say social data provides a better understanding of customers; the same share agree that social insights have a positive impact on their PR function; and 84% say that it helps with risk management.Social media marketing is also an essential part of the modern customer journey and crucial to business success. Research indicates 94% of business leaders agree that social data and insights from social media platforms have a positive impact on building brand reputation and loyalty; 92% believe they have a positive impact on improving competitive positioning; 91% say social data provides a better understanding of customers; the same share agree that social insights have a positive impact on their PR function; and 84% say that it helps with risk management.
Adtech continues to advance with the help of new platforms, technologies and tools.
Salestech has also become absolutely critical – both for outbound prospecting and to engage potential customers when they are online visiting your website (and the websites of others).
The days of the three-martini lunch have largely evaporated. Now, buyers often get their information through internet research rather than doing in-person visits with salespeople. And they may have made a decision by the time they contact a supplier to make a purchase. That disintermediates sales teams – and their ability to engage with, influence and upsell buyers.
Gartner says the move to virtual/hybrid selling is a key growth driver for salestech. The research firm adds that salestech mergers and acquisitions are booming, and the list of salestech unicorns are growing. At the same time, CRM platform companies are joining the saletech fray.
Whether your company is an upstart working to compete with industry giants and the strong new crop of adtech, martech, salestech or social tool companies or an established player in these categories, Bospar public relations services will keep you in front of the media.
Check out the PR success that Bospar delivered for:
- Cable advertising management company Viamedia
- Card-linked marketing company Cardlytics
- Creator management platform Grin
- Enterprise content management company Alfresco
- Enterprise video content management company Qumu
- European commerce marketing platform Emarsys
- Marketing performance management company Allocadia
- Personalization company Folloze
- Social content company Fullscreen
Bospar’s PR efforts secured Viamedia 100+ placements in key outlets, including profiles on Bloomberg TV and CNBC.