"MadTech is coming..."
"This time next year we won't be talking about MarTech Vs AdTech!"
At least this is what Emma, our MarTech Practice Lead, told me 12 months ago...
A visionary ahead of her time? Or simply just a bit mad :)
Yes, we've seen Oracle/Adobe/Salesforce strategically position themselves across the MarTech-AdTech landscape; we know that DMPs bridge the gap; and the ever-expanding Marketing Technology Supergraphic doesn't fit on our screens since 2015!
However, why is the MadTech marriage still not on as we approach the middle of 2017? I believe the answer is all to do with talent...
Talent is different — Adtech is a big-city, latte-sipping-coastal-elite, hipster-hugging multiverse...Martech can be anywhere; it’s not owned by agency hipsters... Different types of people work in these milieu. Enough said.