Toys pretending to be your favorite…
There is an emerging school of thought that contends that martech and adtech fragmentation makes true accountability impossible.
Much of this thesis is based upon a belief that there’s no joined-up view of how multiple, isolated marketing efforts impact individual viewers. Citing lack of transparency, inaccurate measurements, and ill-informed concepts of cross-media marketing – concluding with a contention that orchestration and measurement of a singular experience across all channels and touchpoints is not achievable.
You see this is a perfect setup for startups and upstarts alike. They simply do not understand that there is a very large percentage of the worlds viewing population fragmented across many mediums and that’s why these fragmented tech stacks exist. The trick is to consolidate, integrate, and orchestrate, not simply to ride the uncharted waves of technological conversion.
But hey, why not just get media enterprises – yes enterprises that own lots of diverse properties – to simply throw away those operating businesses and make them digital (read ‘modern’), so that these jack-in-the-boxes can sell some new software?
But as Charles Darwin said, “ignorance more frequently begets confidence than does knowledge…”
The problem is solvable. Consolidating them is possible. True, it’s harder than pretending an old toy should be discarded and replaced with a shiny new distraction. After all, newspapers, radio, billboards and other old media no longer exist right? Didn’t digital eliminate these mediums? I guess the $32B a year of revenue for newspapers, radio and OOH is meaningless? Enterprises that have viewers across all these different platforms running very profitable businesses can optimize their outcomes and effectively start their digital transformation. And that transition will happen as quickly as the economics dictate.
We know this because we power these complex enterprises with BIAnalytix™. There is a lot of money that is yet to be made on existing platforms before such a promised ‘modern’ future arrives.
Likely this narrative has resurfaced due to the annual exuberance of CES providing a forum for such marketing pablum. Perhaps it is time for baby Jack to go back into his box and crank his handle until next year.