There has been much written and discussed about martech (marketing technology), and now, a new report from Forrester Research, “Kick-Start Your AdTech/Martech Convergence,” examines what loyalty marketers need to consider to make this happen.
Much of the advantage of these martech systems lies in the ability to personalize messaging and offers.
According to the report, Ad tech and Martech convergence is a popular topic among marketers, vendors, and investors, but real progress toward convergence is still in its infancy....