Advertising, organic outreach, and engagement are often siloed—with one team responsible for paid channels and another for owned communications via email marketing, push, and other messaging platforms. The technologies used to implement, optimize, and track these different types of campaigns usually live in isolation, as well. With no holistic view of all the data from these disparate sources, marketers are left with an incomplete picture of how various channels are impacting acquisition, growth, retention, and engagement.

But that doesn't have to be the case.

Today, modern marketing ecosystems can—and should be—designed to enable brands to bring in learnings from paid and organic all in one place. That way, each effort can inform the other. And brands can have a fuller view of the overall end-to-end customer experience.

Behind the scenes: Tying Advertising Technologies into Your Marketing Ecosystem

Brands that leverage paid as part of their awareness and acquisition strategy need ways to better understand and improve the effectiveness of their advertising channels and campaigns, The following types of solutions can help:

• Attribution Platforms, like Adjust, Branch, and Appsflyer
• Deep Linking Solutions, like Branch
• Social Media Technologies, like Facebook
• Retargeting Software, like Remerge and Inmobi

Advertising Technology Spotlight: Deep Linking With Branch

"Marketers need to deliver relevant, personal messages to their consumers and Braze enables that to occur across all relevant mobile channels, “ said Eric Stein, EVP at Branch. “Together with Braze, we have dozens of clients benefiting from our integration who understand that it is not enough to just measure the downstream impact of your marketing activities when you can improve the performance of those activities as well."

Next Steps

If you're looking for a solution to help better measure the impact of paid and organic together, check out the advertising technology integrations we support as part of our larger collaboration with over 50 technology partners. Every tech partner has been carefully selected to help brands fill critical gaps in their engagement strategy all while supporting the creation of best-in-class customer experiences.