For instance, if an ecommerce marketer is focused on daily deals, their attribution curve may only span a short window of time, Brown explained. Big ticket items with longer purchase cycles, by contrast, require deeper insight into how various campaigns led to a purchase decision.
While marketing automation used to largely exist within the realms of B2B, B2C companies are increasingly applying traditional B2B marketing activities like contact scoring.
“I would say it’s a result of the desire to move from audience-based, segmentation marketing to individual marketing,” Brown said, noting that Silverpop in 2010 relaunched its platform “with a new base of technology that would allow B2B and B2C marketers to do nurturing and lifecycle marketing across any channel.”
Frost and Sullivan analyst Hiral Jasani has noted that companies seek to unify all marketing content in one place in order to drive consistency in all brand-related communications, as well as give the marketer more insight into other departments – such as finance and revenue. This contributes to the blend of B2B and B2C marketing practices.
Ad tech also is becoming a part of the mix. Email in particular is the common denominator within this convergence. For instance, earlier this year TellApart acquired email marketing optimization platform AdStack and Criteo a couple of weeks ago acquired email marketing and retargeting technology company Tedemis.