The 5 Critical Skills of an AdTech ManagerAdTech
7 months ago by Andrea
In this article, we will look at the 5 mindsets that AdTech managers must adapt as skills to survive and thrive in the dynamic AdTech environment.
Advertising technology or AdTech has changed the way brands interact with their audience. The way the AdTech ecosystem works is quite intricate, which has given rise to a designation called the “AdTech manager”. The AdTech manager looks into AdTech strategy and management and acts as a liaison between the sales, finance and IT departments.
In this article, we will look at 5 key skills, which spring from their mindsets, that AdTech managers need to cultivate to be successful.
Every marketing activity begins with the customer journey. Although UX seems counterintuitive to AdTech, AdTech managers must think of the customer journey, touchpoints and how would they want customers to perceive their brand. Empathy is a key personality trait that would help managers to do just that.
Farshad Fardad (CEO, Causal IQ) says, “To connect and engage with your audience, you will first have to find them. Consider your targets’ preferred platforms and apps, along with their daily habits—what time of day they are using each of their devices and for what purpose. Then utilize native ads, those that mimic the style of the site or app where they are served, in combination with what you know about your target audience and their online behavior, to ensure the delivery of relevant ads alongside the content that interests them.”
Perfectionism in marketing seldom helps. By all means, keep something extraordinary as an aspiration, but don’t get too hung up on it if you fall a little short. That’s why Silicon Valley promotes the mantra – “Fail faster” and software companies release MVPs – just to get their foot in the door. As an AdTech manager, you need to take feedback from your audience as early as you can and keep trying out different things in the process.
Chuck Moxley (CMO, 4INFO) says, “Yes, go forth, but don’t charge blindly into the wild west of digital advertising; arm yourself with enough knowledge to test the claims of the identity platforms (or media companies who are using identity platforms) that you are considering.” He further explains, “Those who wait until technology and methods are perfected will needlessly limit the potential to grow their business and ensure advertising budgets are effectively invested. Those who hesitate long enough may even diminish their brand’s value and relevance.”
Creativity is the ability to think outside the box. (Although we’re in an age where we desperately need to find a creative alternative to the phrase – thinking outside the box.) AdTech professionals need to be relentlessly creative in their thought processes.
To engage your audience right off the bat, you need a creative that forms an emotional connect with your audience. Megan Sullivan-Jenks (Director of Marketing & Communications, Choozle) suggests, “Your audience may or may not know your brand (depending on the type of targeting your campaign is engaged in), but if it the case that they are unfamiliar with your product or company, your creative serves as a first impression.
“An engaging creative allows high likelihood of offering and convincing the consumer of something they will want and use your product. If your ad provokes an emotional connection with your audience, this is more likely to lead to a conversion.”
Experimentation and creativity serve as a perfect segue into data and analytics. To find out how well your work is being received, you need data. Keeping a data-driven mindset will keep you on the right path while allowing you to make educated guesses in your creatives.
Emphasizing the importance of data in MarTech and AdTech, Gianna Scorsone (Senior VP – Marketing and Sales Operations, Mondo) says, “B2B companies especially are driving demand for data and web analytical skills within MarTech. Digital marketing today is data-driven, meaning marketing campaigns can only be as strong as the insights pulled via data and web analysis. MarTech tools and services continue to expand the amount of data and web analytics marketers have access to, making effective data and web analysis more challenging yet more crucial to developing targeted experiences for each specific consumer.”
The field of advertising technology is constantly evolving. AI and machine learning have already made their way into AdTech and blockchain is all set to make its mark in the industry. To stay updated on the latest advancement in the field, AdTech managers must embrace the growth mindset. Kaizen is a Japanese word for improvement. Marketers must adopt the philosophy of continuous improvement to better themselves and their processes.
Alastair Johnson (Head of Technology, The Lumery) says, “For anyone considering a career in MarTech or AdTech, it’s essential to have an appetite for learning and understanding the everchanging MarTech and AdTech landscape. The real talent knows that continual training and understanding never end as the changes in the digital world show no signs of slowing down.”
Along with the technical skills required for the job – communication, interpersonal and people skills are crucial to get the job. What will set you apart from the pack are the 5 mindsets-driven skills that we described, with some help from the experts.