Because adtech, martech and ecommerce are now one and the same

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Text by Pyr Marcondes, Senior Partner at Pipeline Capital.

There is only one consumer and he interacts with brands at all their points of contact, creating an uninterrupted link of intercurrences.

Pipeline Capital made its first Scape Report map – which reproduces various ecosystems from the tech world in the form of planetary systems – in partnership with Meio & Mensagem 6 years ago. It was an adtech map. We did not consider doing a martech one, because the sector was not yet clear to us, nor to the market, although it obviously already existed and would gain shape and strength in the years to come.

Today, Pipeline Capital makes a single map to jointly represent these two ecosystems. Simply for the following: they became one.

The symbiosis between the two areas, which have always been connected, is now complete. But it doesn’t just stop there.

We could perfectly, now, make a single map, encompassing adtech, martech and ecommerce, all together (we are making the ecommerce map today in partnership with ecommerce Brazil). For the same reason: these sectors are in confluence and the planets are aligning more and more in the same universe.

The most iconic image I’ve seen of this symbiosis (more than just synergy) is this one below.

Fonte: Philips

You’ve possibly seen this image around and I’ve used it often myself. I insist on the theme because I think today the great evolution of the marketing and communication industry in the country. A historical change and evolution (almost revolution).

This is an infographic made by Philips, in which the company graphically reproduces the union of martech and ecommerce in a single intertwined chain. Because today they are, in fact, interdependent and increasingly a single universe.

The impact of understanding this logic in this way, in the way that Philips brilliantly represented it, is gigantic in terms of changing the attitude of marketing, advertising, retail and sales managers of all companies. And their advertising agencies too.

The consumer is one and he interacts with brands at all their points of contact, creating an uninterrupted link of intercurrences, which the infinity symbol right in the middle of the Philips infographic captures immensely well.

The journey begins (hypothetically) in communication and marketing, but the truth is that it may have started in a search, on a retail site, in news or any other online content, and continue through the other links in the chain to the end. engagement, conversion and final purchase.

In a way, this has always been the case, but the truth is that companies have always worked this stage of the journey in silos, watertight departments, and little (or almost nothing) symbiotic. Now there is no way out: either they treat it, or they will face serious interruptions in interaction and interactivity with their users and consumers, which, inevitably and fatally, will result in lost sales.

Today there are countless technological platforms that integrate all of this. Just take a look at the volume of Philips suppliers across all these disciplines. There are dozens and dozens.

There lies an enormous challenge of this new and complex configuration: intertwined chains are evidently more intricate and the variables involved are in a much greater number than six years ago, when we made our first Scape.

It was not, therefore, without some surprise that, walking through the corridors of the Forum ecommerce Brazil, last week, I met very few people from the communication and marketing industry. Maybe that chip (a parallelepiped) hasn’t fallen yet.

I believe that this trend, as inevitable as it is, will only deepen. And more and more groups in this industry will tend to approach or, eventually, make mergers and acquisitions in this other territory, which is so close, it is becoming the same.

On the other hand, technology companies linked to retail and typically retail companies themselves are also, in their marketplaces, incorporating more and more adtech and marketch solutions, notably in the area of data and performance.

They are also approaching marketing and communication because they realize that their results are multiplied and optimized if they do.

Not to mention the retail players that are becoming media companies, which is not even my topic here and which I’ve talked about a few times.

Platforms and services from all these sectors, in less than 5 years, will be treated as a single thing. Professionals and companies that are not realizing this, I don’t know very well where they are looking.

Text by Pyr Marcondes, Senior Partner at Pipeline Capital.

Article originally published by Meio&Mensagem.

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