{"id":6235,"date":"2022-10-06T11:25:28","date_gmt":"2022-10-06T11:25:28","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/why-the-media-industry-embraces-martech-transformation-to-win-over-consumers\/"},"modified":"2022-10-06T11:25:28","modified_gmt":"2022-10-06T11:25:28","slug":"why-the-media-industry-embraces-martech-transformation-to-win-over-consumers","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/why-the-media-industry-embraces-martech-transformation-to-win-over-consumers\/","title":{"rendered":"Why the media industry embraces martech transformation to win over consumers"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/09\/Virtusa_FeaturedImage-800x450.png\" alt=\"| Craig Hordlow\" class=\"wp-image-388354\" title=\"| Craig Hordlow\"><\/figure>\n<\/div>\n<p>Think about this for a moment: almost 40% of the world\u2019s population, over <a href=\"https:\/\/financesonline.com\/number-of-gamers-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">2.96 <\/a>billion people, consider themselves gamers. Since the dawn of Atari in the 1970s, the industry has boomed\u2014it\u2019s now larger than the movie and music industries combined\u2014and is expected to be worth <a href=\"https:\/\/www.pwc.com\/gx\/en\/industries\/entertainment-media\/outlook\/downloads\/PwC_Outlook22.pdf\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">$321 billion by 2026<\/a>.<\/p>\n<p>As video game technology has grown more sophisticated, so has the average gamer. Once primarily marketed to kids, especially males, the demographic is shifting, and up to <a href=\"https:\/\/www.statista.com\/statistics\/232383\/gender-split-of-us-computer-and-video-gamers\/#:~:text=In%202021%2C%20women%20accounted%20for,women%20during%20the%20previous%20year.\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">45%<\/a> of gamers are female, with a median age of <a href=\"https:\/\/intenta.digital\/gaming-industry\/video-game-industry\/#:~:text=Millennials%20(18%20%E2%80%93%2034)%2C,been%20playing%20for%2014%20years.\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">33<\/a>. Add to this the fact that a digitally native generation is growing up gaming\u2014<a href=\"https:\/\/newzoohq.medium.com\/gen-z-gamers-key-insights-with-infographic-430e88f67305\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">80%<\/a> of Gen Z plays video games\u2014and the industry holds unprecedented opportunities as it continues to evolve and expand, along with the development of the metaverse.\u00a0\u00a0<\/p>\n<p>To tap into the industry\u2019s massive revenue potential, media companies are grappling with setting themselves ahead of the crowd and vying for the attention, and loyalty, of this captive audience through in-game advertising. With the power of real-time insights, brands can deliver personalized content to delight existing customers and push timely offers and info to attract new ones. To do so, most enterprises rely on martech stacks that are a mix of legacy software, on-prem solutions and cloud-based SaaS offerings\u2014a combination that can include up to a staggering <a href=\"https:\/\/www.chiefmarketer.com\/too-much-martech-how-many-tools-do-you-really-need\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">91<\/a> different tools\u2014to find, sort, analyze and leverage consumer data. For many, this complexity comes with a variety of challenges, including:\u00a0<\/p>\n<ul>\n<li>Data that sits across disparate sources, systems, business units and teams<\/li>\n<li>Underdeveloped capabilities and staffing to create, use and optimize content at scale to deliver personalized experiences<\/li>\n<li>Difficulty identifying and targeting high-value audiences who are willing to buy merchandising or to subscribe to premium content and services<\/li>\n<\/ul>\n<p>With over <a href=\"https:\/\/chiefmartec.com\/2020\/04\/marketing-technology-landscape-2020-martech-5000\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">8,000 vendors<\/a> in the martech ecosystem, it\u2019s easy to see how over time, enterprises that adopted single-use tools to achieve a specific goal have been left with an environment of sprawl \u2013 and a lack of integration between applications. To solve these challenges, leading companies are embracing martech transformations to reduce complexity, streamline operations and inspire innovation. The end goal is to deliver rich, personalized marketing experiences that connect and convert.<\/p>\n<p>To get there, enterprises must work with a martech transformation vendor that can bring marketing to the next level\u2014a strong Player B, if you will to support in-house efforts. Creating the frictionless experiences that today\u2019s consumers expect relies on personalization, backed by an end-to-end customer journey and a single source of truth. Let\u2019s look at the role each one plays in empowering marketing teams to transform for optimal business outcomes.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/why-the-media-industry-embraces-martech-transformation-to-win-over-consumers\/#The_name_of_the_game_is_personalization\" >The name of the game is personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/why-the-media-industry-embraces-martech-transformation-to-win-over-consumers\/#A_seamless_end-to-end_journey\" >A seamless end-to-end journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/06\/why-the-media-industry-embraces-martech-transformation-to-win-over-consumers\/#A_single_source_of_truth\" >A single source of truth\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_name_of_the_game_is_personalization\"><\/span>The name of the game is personalization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As companies put personalization at the forefront of their enterprise strategies, there is a shift from simply \u2018marketing to customers\u2019 to leveraging the power of data to create personalized experiences\u2014to attract and retain consumers with customized content. Whether it\u2019s name recognition, location-based recommendations or messages based on preferences, marketers are capitalizing on practical ways to enact personalization across their campaigns to meet this demand.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_seamless_end-to-end_journey\"><\/span>A seamless end-to-end journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/reports\/salesforce-research-seventh-state-of-marketing-V2.pdf\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">84%<\/a> of people say that the experience provided by a business is equally important to the product or service they\u2019re using. By utilizing the full capabilities of the martech stack, brands are empowered to optimize the entire customer journey from beginning to end. A fully developed digital roadmap that includes process optimization and enhancement strategies can eliminate common pain points, and the customer journey can be mapped across all touch points to improve conversion rates and user experience.\u00a0\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_single_source_of_truth\"><\/span>A single source of truth\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Businesses need a single source of truth for a highly curated set of reusable assets with the ability to select the specific content needed to provide consistent customer experiences across channels. Furthermore, as third-party cookies come to an end, businesses must leverage data and remove it from silos, to optimize the experience and understand prospects on a more intimate level, including preferences and behaviors.<\/p>\n<p>As the gaming industry reaches new audiences and grows to achieve its market potential, media companies willing to bet on in-game advertising will uncover new ways to connect with consumers. As the metaverse evolves in tandem, allowing for entirely immersive in-game ads, brands of all sizes will jockey to get in on the action. By unraveling martech\u2019s complexity and unleashing personalized experiences, media companies will be well positioned to get ahead of the competition as we enter the next marketing era.\u00a0<\/p>\n<p>With an extensive partner ecosystem, more than 1,200 martech engineers and experts, and a wealth of technology industry experience, Virtusa has everything you need to make your marketing transformation a reality. Get started today [<a href=\"https:\/\/www.virtusa.com\/martech-transformation\/media?utm_source=article&amp;utm_medium=sponsored+content&amp;utm_campaign=MartechTransformation_TMT+EAST_WEST_ABM+Campaign_FY23_AMER&amp;utm_id=7017U000000HdY1QAK\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">register for martech transformation in media webinar<\/a>].<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/why-the-media-industry-embraces-martech-transformation-to-win-over-consumers-388353\" target=\"_blank\">Why the media industry embraces martech transformation to win over consumers<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Think about this for a moment: almost 40% of the world\u2019s population, over 2.96 billion people, consider themselves gamers. Since the dawn of Atari in the 1970s, the industry has boomed\u2014it\u2019s now larger than the movie and music industries combined\u2014and is expected to be worth $321 billion by 2026. As video game technology has grown more sophisticated, so has the average gamer. Once primarily marketed to kids, especially males, the demographic is shifting, and up to 45% of gamers are female, with a median age of [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6235","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6235"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6235\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}