MarketStar Blog | Marketing (2)

Content marketing is the perfect demand generation platform, allowing you to nurture leads, enhance brand awareness, convert your visitors into customers, and increase your overall reach and sales. It is all about producing content tailored to your potential and existing customers so as to induce their behavior in your favor. 

Key Takeaways

• AdTech allows advertisers to plan, manage, and optimize their campaigns strategically. 

• AdTech includes various tools like DSPs, SSPs, ATD, ad servers, and ad networks to help advertisers serve relevant ads to relevant audiences.

• AdTech streamlines and enhances digital advertising efforts, and the technology is only growing more sophisticated.

• AdTech enables businesses to reach audiences quickly, increase measurability, and run effective ad campaigns.

The AdTech market is full of opportunities for generating leads.

But with so many options and so much noise in the market, it can be challenging to know where to start. This guide will help you find the best leads for your business by considering your specific needs and budget.

When it comes to finding leads, AdTech can be a great option. Using data and technology, you can identify potential customers and target them with personalized messages.

In this guide, we’ll cover the following: 

• What is AdTech?

• The AdTech ecosystem

• Benefits of AdTech 

• Implementing AdTech into your lead generation strategy

• Get started with AdTech

By the end of this guide, you’ll know everything you need to get started with AdTech and find better leads.

What is AdTech?

Advertising Technology, a.k.a. AdTech, refers to the software and tools used to buy, sell, and deliver digital advertising. AdTech includes everything from ad servers and networks to demand-side and data management platforms.

AdTech is rapidly evolving and has revolutionized the advertising industry. It has made it easier to buy and sell ads and track and measure advertising campaigns’ performance.  

AdTech has also made it possible to target ads to specific audiences and deliver them in real-time.

If you’re involved in digital advertising, you need to understand AdTech – it is the backbone of advertising.

AdTech is an exciting and dynamic industry, wherein new AdTech companies are constantly emerging every day, and existing companies are continually innovating and improving their products.

The AdTech Ecosystem

 The AdTech ecosystem is an ever-changing landscape. 

With so many players and technologies, it can take time to keep up with the latest trends. However, understanding the AdTech ecosystem is essential for anyone who wants to stay ahead of the curve in digital advertising.

Here are some major players and the technologies used to power the AdTech ecosystem. 

• Ad Server: An ad server is a program that stores and serves website advertisements.

  Advertising networks use ad servers to track statistics, deliver ads, and act as a middleman between advertisers and website publishers. Ad servers can serve websites, emails, and mobile devices.

• Ad Exchange: Ad exchange is a marketplace where advertisers can buy and sell advertising space.

  Ad exchanges are used to buy and sell ads on websites, apps, and other platforms. They usually work on real-time bidding (RTB), meaning you can bid on ad space in real time. This allows you to target specific audiences, create personalized customer experiences, and optimize your campaigns for maximum impact.

• Agency Trading Desk (ATD): ATDs allow you to trade digital advertising space in real-time.  ATDs use programmatic technology to automate the ad-buying process, making it more efficient and effective.
  
  Using an ATD includes improved campaign performance, transparency, and control. They also provide you with access to valuable data and insights that can be used to inform future campaigns.

• Demand Side Platforms (DSP): DSPs are used by ad agencies and marketers to purchase ad space on digital platforms, including websites, apps, and social media platforms.
  
  DSPs allow advertisers to bid on ad space in real time, which gives them a significant advantage over traditional ad-buying methods. With DSPs, advertisers can adjust their bids according to market changes, allowing them to get the best ROI.

• Supply Side Platforms (SSP): An SSP is a type of software that helps websites and other digital publishers improve the efficiency of their ad operations. By automating many of the manual tasks associated with ad management, SSP can help publishers increase their revenues and improve the overall quality of their ad Inventory.

• Data Management Platform (DMP): A DMP is a software platform that helps organizations collect, process, and manage data.
  
  DMPs can track customer behavior, understand customer journeys, measure campaign performance, and more. They are an essential tool for any business that wants to make data-driven decisions.

The 3 Important Benefits of AdTech

AdTech can be used in a variety of ways to benefit your business.

It helps you to reach a wider audience, target your ads more effectively, track the results of your ad campaigns, and optimize them for better results. 

AdTech can also help you save money on your advertising budget, as you can more accurately target your ads to those most likely interested in your product or service.

Overall, AdTech can be a valuable tool for businesses of all sizes. If you are thinking of using AdTech to boost your business, consider the benefits carefully and speak to an expert to ensure that you use it in the most effective way possible.

There are many benefits to using AdTech; some of the most notable ones include:

• Targeted Advertising: AdTech can help businesses reach a larger audience with their ads by targeting specific demographics, interests, and even locations. The ad placement can have perfect timing and context, helping marketers save time and resources. 

• Better Performance Tracking: You need the correct information to make informed decisions about campaigns. AdTech helps report and analyze data like impressions, conversions, click-through rates, and more in real time. This information can then be used to improve future ad campaigns.

• Increased ROI: An ad campaign that isn’t monitored may cut into your campaign’s returns – using advertising technology can help automate this process. You can leverage AdTech to improve your bids, eliminate time-consuming work, increase the return on investment (ROI), and generate more revenue.

Implementing AdTech into Your Lead Generation Strategy

AdTech is a powerful tool for boosting your lead-generation efforts. It enables your business to target potential customers with ads relevant to their interests.

By harnessing the power of data and technology, you can create targeted ads that reach the right people at the right time.

AdTech enables you to understand your target audience better, what they’re interested in, and when they’re most likely to convert. By using this information, you can create ads that are more likely to reach leads who are ready to buy.

By targeting ads to specific groups of people, you can increase the chances that your potential customers will click on them and convert them into leads.

AdTech can be a great way to boost your business, but it’s important to use it wisely. When using AdTech to generate leads, there are a few things to remember:

• Make sure your ads are targeted to the right audience. 

• Provide a clear and easy “call to action” for potential customers to get in touch with you. 

• Follow up with leads promptly to convert them into customers.

Get Started with AdTech

This article covered what AdTech is and the essentials of AdTech.

There are a few basics that you should know before getting started with AdTech. Our experts can help you learn them, from choosing the right platform to understanding the jargon like ad buying, ad targeting, ad fraud, and more. 

Get in touch with us today to make the most of your ad spend, and you’ll be on your way to generating more leads and closing more sales.

These days, knowing your prospects is more crucial than ever. It's not just about understanding their interests; it's about deciphering their intentions. Buyer intent provides valuable insights into whether a prospect is merely curious or ready to invest in your product or service.  

By analyzing the digital footprints left by your prospects, you can gain a deeper understanding of their purchasing journey. This knowledge allows you to tailor your approach, ensuring you engage them at the right time and with the right message. Let's dive into how you can uncover and interpret this data to enhance your sales strategy.

In today's digital age, live streaming has become a game-changer for businesses. It's not just about broadcasting; it's about creating real-time, interactive experiences that engage your audience like never before. From product launches to Q&A sessions, live streaming can enhance your brand's presence, foster community engagement, and drive leads and sales. But with so many platforms available, how do you choose the right one for your business needs? Let's dive in. 

It’s no secret that event marketing is highly effective. The practice of engaging people face-to-face during a social event yields rewards that more than justify the budget. Yet while it may seem simple on the outside – set up a booth; staff it with friendly, knowledgeable people; offer branded schwag – for your event marketing to truly have a lasting impact beyond the initial contact, you must carefully consider and plan the kind of content you employ. 

In a recent study commissioned by Content Marketing Institute and Marketing Profs, the greatest challenge (as reported by 41% of respondents) before B2B marketers is - 

“Producing the kind of content that engages prospects and customers” 

The tables are turning in favor of stickiness factor of content. Stickiness is not a rare commodity if your content marketing initiative is driven by strategy. The strategy is at the heart of every successful content marketing initiative.  

To give an example, Coca-Cola is undergoing a major overhaul in its strategy – from creative excellence to content excellence. If we analyze Content 2020 and other successful content marketing strategies, we stumble upon content secrets which are only too familiar. 
These are - 

Every business is scrambling to find a place in the customer’s mindspace. That’s because today’s customers expect service delivery to be instant, personalized and meaningful every time, everywhere and across every channel. Undoubtedly, contact centers are doing a good job of resolving customer issues. But the challenge is in meeting the ever-changing needs of an ever-evolving customer. So, many contact centers adopted multiple channels besides voice to connect with their customers. But this doesn’t suffice anymore since it’s not about different channels delivering disparate experiences anymore. 

Say hello to the era of omnichannel experiences. The time is ripe for contact centers to make the transition before they miss the bus. Omnichannel is about delivering services through multiple channels in a seamless manner. The company enjoys sundry benefits, including cost reduction, thanks to the consolidation of service delivery, while the customer benefits by experiencing a service that is swift and seamless across channels. But a few questions remain unanswered: Is there a tried and trusted way to jump-start the transition? Can the omnichannel strategy help deliver stellar customer service? 

Sales and marketing teams always struggle to penetrate and sell to enterprise decision-makers. Since the traditional methods of cold calling and carpet bombing rarely work in B2B marketing, reliance on account-based marketing (ABM) is increasing every day. Different companies use different tactics and channels to execute and measure ABM. Further, a standard ABM strategy may not work for all since the requirements are not the same. 

Creating a compelling product video is one of the most effective ways to communicate the benefits of your offerings. But even the most enthusiastic creator can stumble into pitfalls that render their video ineffective. Here’s a list of common mistakes to avoid, to ensure your videos deliver the desired impact. 

In today’s digital age, online videos have become the go-to medium for information sharing and consumption. According to comScore, 182 million U.S. Internet users watched online video content last year, averaging 23.2 hours per viewer. YouTube alone reached 4 billion daily global views, marking a 25% increase in just a few months. This rapid rise in online video consumption highlights its growing popularity among digital natives.