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THOUGHTS

Is adtech and martech destined to unite?

Is adtech and martech destined to unite?

Traditionally, advertising technology and marketing technology have performed disparate functions. While digital advertising primarily facilitates the buying and selling of inventory, digital marketing specialises in a variety of functions including personalised website content and analytics. However, changing consumer habits have now created a crossover between the two landscapes.

Getting Intimate with your consumer

Getting Intimate with your consumer

Smartphones have rapidly become one of the most viewed mediums across the world, with consumers now spending 20% of their online media time on this device. Yet despite this increase in consumer use, marketers still only spend 4% of their budget on mobile advertising.

Smartphone shipments have risen from 35 million in 2009 to 315 million in just 4 years and this rapid growth is expected to continue. So why have consumers started to shift their focus to smartphones and why should marketers follow suit?

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