Good morning marketers, is your tech stack really aligned to personalized marketing?
Brands are continuing to invest in personalization, but data shows that marketers are struggling to implement and execute full-scale personalization initiatives. In a recent survey of 200 marketers, 86% told Merkle they have budgets defined for personalized initiatives and 82% had martech solutions in place to implement it. And yet, Gartner predicts that in the next five years, 80% of marketers who have invested in personalization will drop those efforts.
For personalization to prove valuable, Garter says marketers need to reconsider how they measure its impact: “Marketing leaders focused on a marketing use case must shift from campaign performance to business impact as a measure of personalization effectiveness.” Companies that continue to focus on campaign-level outcomes are missing the bigger picture in terms of what personalization can deliver. Reframing the meaning of “personalization success” requires more coordination, but doing so can offer a more comprehensive measure of its big-picture value.
Earlier this month, performance marketing agency Merkle launched New Stream Media, a service aimed at helping retailers develop and support media programs to monetize their customer data and sell advertising on and off their own websites. The ad tech and measurement pieces are fulfilled via Google Marketing Platform and Google Ad Manager. Retailers can manage advertising inventory on their own properties and target more broadly across Google properties using their own first-party data. Whereas retail giants like Walmart have brought both media sales teams and tech stacks in-house, New Stream Media is an example of a solution that gives retailers control over their media programs without having to build out their own tech to support them.
It’s a new decade, which means it’s time for a new approach to the marketing technology landscape. We’re opening up our martech infographic for the whole community to add, edit, or delete companies from the landscape — and we need your help. To participate, submit your suggestions by the end of February.
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Taylor Peterson,
Deputy Editor
