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The more that martech evolves, the more it sounds like some far-off future. Automation, AI, predictive analytics—what was once the realm of science fiction has now become reality for marketers. One company leading that futuristic charge is software giant Salesforce, which announced its new AI late last year, aptly named Einstein.
For years, Facebook has denied that it’s a media company. Sheryl Sandberg, COO; Chris Cox, CPO; and Mark Zuckerberg, cofounder and CEO, have all flatly said that Facebook is a tech company. But over the last few years, that position has become less tenable. Now, it seems that Facebook has finally accepted the premise that it is, at the very least, inextricably linked with the media industry.
When you spend most of your life thinking about marketing, you start to see the world differently. Suddenly you think of everything in terms of positioning, strategy, persuasion, and accountability. You look at ads and say, “What the hell were they thinking?” to your friend who couldn’t care less. You see a post from a brand you’ve never even heard of and think, “Wow, that’s genius.
Out of everything that happened in marketing this year, perhaps nothing was more symbolic than digital advertising spend overtaking TV ad spend. For more than half a century, TV had been the primary advertising medium for marketers. The internet changed all that—and we’ll look back at 2016 as the year that digital officially assumed the mantle.
There are a lot of buzzy trends in marketing that turn out to be little more than hot air. People-based marketing. Micro-moments. Conversation marketing. I could go on. (In fact, our editor-in-chief managed to pull together about 40 of the worst of them.) But account-based marketing—ABM for short—seems like one buzzword that’s here to stay.
The cycle keeps repeating itself. A big TV event gets broadcast. Millions of people watch it. But then come the headlines: Numbers are down, again. They’re especially down among millennials, who now make up America’s largest generation. Network executives spin the news and make excuses, but behind closed doors, the thin smile they brave in front of reporters turns to a beset frown.
1. Get a goofy hairstyle When it comes to style, gurus are basically soccer stars. (Side note: Thank you William Kulp for inspiring this idea. Your comment is the only good thing on LinkedIn I’ve ever read.) Just like Cristiano Ronaldo or Lionel Messi needs a unique hairstyle to stick out among hundreds of competing footballers, gurus need something to make themselves pop amo ...
As much as marketing has changed in the past 10 years, it’s no exaggeration to say it may change even more in the next five. The marketing technology industry has exploded, which has disrupted traditional notions about the role of the marketer at an exponential rate. At this point, human marketers are at risk of being replaced altogether.
For months leading up to the election, a slow trickle of angst surrounded Facebook’s fake news problem. After the stunning election of Donald Trump last week, that trickle turned into a deluge of anger. “Facebook, in Cross Hairs After Election, Is Said to Question Its Influence,” wrote the New York Times. “Donald Trump Won Because of Facebook,” preached Max Read in New York magazine.
For six years, the Content Marketing Institute (CMI) has studied the evolution of content marketing. Sometimes, the numbers from its reports are encouraging for the industry. Other times, not so much. One statistic frequently thrown around is that, in both B2B and B2C, the majority of marketers do not use documented content strategies.
One of the biggest trends in content marketing over the past couple years has been a move away from the open web to the closed walls of platforms. That’s a lot of jargon packed into one sentence, so let me break down what that means. Previously, publishers would post content on a website and then push a link out to distribution platforms like Facebook or Twitter.
Like most industries, the agency world is in an intense period of transition. As competition heats up from media and tech companies, and brands turn to in-house teams, agencies are being forced to evolve or die. That pressure has had detrimental effects on agency employees. According to a new study by Campaign US, the American offshoot of a British ad trade magazine, morale i ...
When Salesforce flirted with acquiring Twitter over the last month, marketing technology (martech, for short) suddenly found itself in the spotlight. Why Salesforce? How did these guys get so big? What the hell is a CRM1 anyway? You could see the questions bouncing around as people suddenly wanted to understand the complex world of martech. Martech is everywhere.
Web advertising is beset with problems. Ad blocking is growing. Giants like Facebook and Google currently vacuum up 74 percent of new ad spend. And fighting fraud feels like a game of Whac-A-Mole. For digital platforms that lean heavily on advertising technology for revenue, the frustration is palpable.
I. Thou shalt not jack another team’s public Slack channels for off-topic discussions. II. Thou shalt not introduce thyself with “hi” at the start of every direct message. III. Thou shalt not use sentence case unless thou art addressing a superior at least two tiers above thy level. IV. Thou shalt not use @here or @channel unless thou has something truly pressing to say. V.
When Snapchat released 3V advertising, its core ad product, last June, founder and CEO Evan Spiegel was pretty clear about the philosophy behind it. “In the early days of internet advertising, marketers relied on things like targeting to help differentiate ad products that weren’t very engaging,” he said in a video promoting the release.
A couple weeks ago, Warby Parker, the trendy glasses startup, announced its first video game: Worbs. Made in collaboration with gaming magazine Kill Screen, Worbs is a simple in-browser matching game good for helping you kill five minutes. It doesn’t make much much sense—what does matching circles have to do with glasses? Still, it was a relatively innocuous way to promote the ...
Co-working and the sharing economy may be all the buzz, but the perception that most freelancers spend their days in co-working spaces and drive Ubers seems to be more myth than fact. A couple of months ago, we released our second annual study of freelance creatives on The Freelancer. We asked freelancers about a range of topics from how they find work, how they market themsel ...
Here’s what you missed while you were taking way too much pleasure in the fact that Rihanna can’t wink… The Ringer: Europe Is on a Mission to Tame Silicon Valley Selected by Joe Lazauskas, editor-in-chief Who’s excited to read about antitrust law?! Before you scroll past this and read whatever Dillon chose (probably something about Facebook), give this story a chance.
No one has been more influential to Snapchat culture than DJ Khaled. An Adweek cover story on the famous rapper deemed him the “King of Snapchat” in February. One month later, Emmanuel Seuge, senior vice president for content at Coca-Cola, called him the same in a cover story in Bloomberg Businessweek.