Home  › Marketing › Strategies
marketing-tech

Is Ad Tech Living in the Past?

  |  September 9, 2013   |  Comments

Despite all of the growth, interest, and investment in ad technology of late, HubSpot CMO Mike Volpe believes the field is on the decline.

Despite all of the growth, interest, and investment in ad technology of late, HubSpot CMO Mike Volpe believes the field is on the decline. Consumers and businesses are having deeper interactions now, sourcing information at their own pace and prudence, all the while gaining power as buyers, he tells ClickZ.

In his view, ad tech is barely treading water in a swirl of adverse trends. At best, the new algorithms, data, and techniques for ad targeting are just keeping click-through rates from falling. At worst, consumer backlash against banner ads will render any advancement in ad technology useless.

The future of digital marketing is about attracting, not interrupting, says Volpe. Marketers need to "get more people to want to interact with your company rather than arm-twisting them." HubSpot calls this inbound marketing, and Volpe says it's time for marketers to adapt all of their marketing to attract those behaviors. "People have higher expectations for their interactions with companies now. Buyers are calling us to account in how we interact with them, and they expect a much more personalized experience with us," he says.

"Ad tech has been focused on better targeting and optimizing something that consumers don't really want. I think that consumers are getting smarter and smarter about how they're interacting with brands…and getting better about physically and mentally blocking that stuff," he says.

"We're in this world where things are going worse and worse, and we've now got people that are helping to delay the inevitable," he says. "When you think about what's the future of growing a brand going to look like in five or 10 years from now, I don't think people are going to say 'I'm going to pour a ton of money into an online display campaign that is highly optimized.'"

Dramatic changes in buyer behavior and the rise of measurability are the biggest changes impacting the world of marketing today, says Volpe. Whereas prior generations focused on value propositions and how to get those ideas in front of as many people as possible at massive costs, marketers can now earn the interest of consumers through social media. "I think that the world that we're in today, it's not about buying your way in, it's much more about earning your way in," Volpe says.

"Social media increasingly gives brands an opportunity or a platform that is very similar to the way that you interact with your friends. The way you used to interact with your friends was you'd have a conversation on the phone or in person, and the way you'd interact with a brand was that you would see their advertisements on your favorite TV show. Today I can follow a brand on Twitter or I can follow a person on Twitter, and those interactions are much more similar," he adds.

"The paid media channels are actually morphing to look more like owned or earned media, when you talk about native advertising or sponsored content. The whole world is moving in that direction," Volpe says.

"That stuff is less about ad tech and it's more about the content and how helpful the content is. It's less about how do I use the seven cookies in your machine to slice down to exactly the person I want to show them a banner ad, which by the way they're going to ignore; versus, how do I have content that's really helpful that people are going to share and spread around."

Image on home page via Shutterstock.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...