Hasta La Creative!

A new category has appeared in the LUMAscape, the marketing technology taxonomy defined by investment bank LUMA Partners. It’s called “identity,” and it’s much more than just branding or semantics: It’s a fundamental shift in the way marketers approach their customers the foundation for all brand engagements.

At its core, identity provides the contextual relevance necessary to relate to consumers on a personal and continual basis the underlying link between otherwise completely random events and interactions with a customer. In fact, if you take a moment to look at the big picture, identity is arguably bigger than all of ad tech and martech put together. Broadly defined, ad tech helps brands acquire new customers and prospects across paid media, while martech builds relationships with known customers through owned channels. Successful marketing needs both, and identity is where these two worlds converge.

In effect, the introduction of LUMA’s new identity category heralds the culmination of a revolution that began when Facebook enabled brands to take the art and science of high-performing one-to-one marketing and unleash it at massive scale. Brands then sought to extend that same known-user marketing outside of the social network’s closed walls and into even more channels.

Continue reading at AdAge.com