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It’s no surprise that modern marketers are technology-crazy, constantly searching for the latest innovative application to help optimize the customer lifecycle and gain a competitive advantage. But did you know that we have officially hit “peak martech?” That’s the word from technology guru and speaker Scott Brinker, who runs the highly influential ChiefMartec.com blog.
Do your marketing vendors play well with each other? If they were on a playground together, would they share toys for the betterment of all, or would they keep things to themselves, trying to create a better, but ultimately isolated, experience? In today’s marketing environment, your mission-critical third-party applications need to work together for the greater good — i.e.
If you’ve read Geoffrey A. Moore’s seminal book on technology, “Crossing the Chasm,” then you know the critical role that early adopters play in launching a new technology category. Early adopters are the judge, jury, and yes, executioner when it comes to determining the success of a new technology category.
When marketers talk about the future state of marketing, it invariably circles back to the ability to deliver the right message, at the right time, to the right person. Obtaining this rare ability requires several things, but none more important than the single customer view, also known as a universal customer profile, which is a holistic, aggregated understanding of the cus ...
Google still ranks as the 800-pound gorilla on the advertising block, but if new usage data is any indication, it may be seeing stiffer competition from a familiar foe: Facebook. Facebook Custom Audiences, which marketers can use to retarget website visitors with more relevant advertising, nearly tripled in usage share in a year-over-year comparison among major enterprise we ...
Are you the master of your martech domain? Many of today’s marketers might be hesitant to respond in the affirmative, given the current jumbled landscape of siloed technologies, fragmented data sources, and missed opportunities. These days, the only way for marketing professionals to truly be in control is to try and avoid these seven deadly sins of marketing technology: Sin ...
As you shore up your digital marketing plans for 2015, there are likely many technologies you’re thinking about deploying to generate results. If you’re an active marketer who is struggling to manage an increasing array of solutions and data sources, then tag management should be high on your list.
A former boss of mine once opined that all marketers are “technophobes” — arguing that if technology applications were not extremely simple and easy to use, then, in the words of iconic New Jersey movie gangsters, fuggedaboutit! While I think many marketers tend to be creative types, I have seen a concerted effort by marketers to better understand and leverage technology, especially measureme.
During a recent onsite visit in San Francisco, I asked the CMO for a major tech company how many separate marketing technologies her company was using to generate results. The executive’s response: “I’m not sure.” She checked with some of her staffers, who began ticking off one random solution after another. The end result: no one knew for sure.
Over the last 15 years, marketers have seen an explosion in the number of digital marketing tools available to them, from a few dozen major email, analytics and advertising services at the beginning of the century, to as many as 2,000 marketing cloud applications today, according to Scott Brinker of ChiefMartec.com. Sounds great for marketers, right? Yes and no.