AdTech vs. MarTech vs. ResTech
In today’s increasingly data-driven business world, technological solutions have emerged to harness the power of information for market research. The three primary means of engaging with customers are Marketing Technology, Advertising Technology, and Research Technology—known respectively as MarTech, AdTech, and ResTech.
Since the dawn of Industry 4.0, MarTech and AdTech have dominated the marketing world, replacing time-consuming and costly traditional research methods. However, these technologies can only go so far without thorough research input. Enter ResTech, the latest advancement, which has much to prove.
Before diving into ResTech, let’s briefly overview MarTech and AdTech.
MarTech
MarTech provides marketers with technical support to address today’s fast-paced and individualized world. As a collection of technological solutions, MarTech helps businesses engage customers and develop effective marketing strategies. These solutions include platforms for data and web analytics, automation, campaign management, keyword research, and more. Businesses select and configure MarTech channels to create an ideal action plan.
A marketer might use CRM, content creation, and social media tools to build a strong marketing strategy. While these tools save time and cut costs, without extensive research, they can only go so far. Even the best MarTech solutions involve some guesswork regarding audience needs and preferences, which can lead to errors. Marketers need thorough research to make informed decisions.
AdTech
AdTech has evolved alongside MarTech, organizing and executing ad campaigns across multiple channels, from banner ads to social media. With the rapid expansion of advertisement channels, AdTech helps advertisers keep up with increasing possibilities. However, advertising has become more complex, requiring refined and customized ads for each individual.
Conventional CRM tools and digital marketing analytics are no longer enough to customize ads according to consumer needs and preferences. Ads now need to be tailored not just to demographic groups but to individuals. This is where ResTech comes in.
ResTech
ResTech follows MarTech and AdTech in meeting market needs for quick, flexible, and affordable solutions. Traditional research methods like interviews, focus groups, and surveys were limited and biased. ResTech leverages Big Data, which is fast, cost-efficient, scalable, and reliable, to uncover true consumer behaviors.
With our day-to-day activities increasingly digitalized, from ordering groceries to social interactions, we constantly create consumer data. ResTech harnesses this data, providing qualitative and quantitative analyses to develop comprehensive research outcomes. This enables marketing and advertising strategies to accurately target the right consumers and understand genuine customer sentiments.
How is ResTech Different?
ResTech is not here to replace MarTech or AdTech but to lead them. While MarTech and AdTech refine traditional market research, ResTech minimizes errors by creating clear customer profiles efficiently and scalably. ResTech should be a separate resource that informs MarTech and AdTech, enhancing their effectiveness.
Wrap Up
New technologies often develop in response to the shortcomings of their predecessors. ResTech is not the end of MarTech and AdTech but the fuel needed to enhance their capabilities.