The Unified Omni-Channel: Rethinking Adtech and Martech Silos

The Unified Omni-Channel: Rethinking Adtech and Martech Silos

This IDC Market Perspective discusses unified omni-channel. The evolution from single channel to multichannel to omni-channel outreach has occurred separately in adtech and martech, resulting in silos of staff, budgets, technology, and tactics. This bifurcated reality results in incomplete reporting and suboptimal campaigns. To overcome this situation, organizations need to embrace a unified approach that breaks down barriers between adtech and martech, even if it requires investing in new tools and technologies. Prominent vendors and forward-thinking brands are already bridging the gap by deploying single multifunction platforms, deeply integrating point solutions, and leveraging centralizing data conduits. By pursuing a unified omni-channel approach, organizations can create campaigns that traverse advertising and marketing channels, aligning with the complete and full customer journey. "With a unified omni-channel approach, organizations can transcend traditional adtech/martech boundaries. By breaking down adtech/martech silos, marketers can address funnel gaps, deliver more engaging customer journeys, and unlock the true potential of data-driven marketing." — Roger Beharry Lall, research director, Marketing and Promotional Applications, IDC

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