Martech Column

    • How the Internet of Things changes everything

      The Internet of Things (IoT) has been called the next Industrial Revolution, and it will have a profound effect on how marketers will need to understand, market and track consumers in the years ahead. In fact, BI Intelligence, in a 2015 report, estimated that more than 34 billion devices will be connected to the internet globally by 2020, up from 10 billion in 2015.

      Marketing Landin How To's- 20 readers -
    • Navigating the programmatic turn in content distribution

      Content is now a permanent fixture of the digital enterprise. Whether in-house or through third-party studios, whether as a C-level function or as the job of interns, brands are making content as a matter of course and distributing it to varying degrees of success. In today’s fragmented media environment, the adage “content is king” has never been more true or relevant to marketing strategies.

      Marketing Landin Display Content- 28 readers -
    • Don’t worry, marketers. Robots won’t replace you… yet.

      When two of the world’s leading AI research firms, Google DeepMind and Open AI, team up to research the “safety challenges” of artificial intelligence, you know the threat is real. While we may not have a sentient Skynet in the next decade, the greatest risk AI poses today is to your job. Fear of replacement by robots has been a reality for workers in manufacturing for decad ...

      Marketing Land- 26 readers -
  • The one martech metric that really matters: Customer lifetime value

    … giants in the consumer packaged goods (CPG) space face challenges from upstart competitors. Direct to consumers (D2C) companies — a whole new wave of businesses — are emerging as big disrupters in the CPG sector. Digital disruption is here is stay and is only accelerating Let’s face it. Digital disruption is here to stay, and the martech landscape…

    Marketing Land- 11 readers -
  • The 3 undisputed truths about lead nurturing

    … they move into your “hot” bucket. Tweak the copy in these notes every month or so to keep them fresh and current. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Seth Price is a brand and marketing…

    Marketing Land- 11 readers -
  • Martech enablement series: Part 3 — Assembling your team members

    … Image Credit: EvrenKalinbacak / Shutterstock.com Welcome to part 3 of “A Nine Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process for building a data- and technology-driven marketing organization within your company. In Part 1 of this guide, I outlined the case for a process to take full advantage…

    Marketing Land- 12 readers -
  • 3 ways intent data is getting better for B2B marketers

    … Several years ago, “Big Data” became one of the hottest trends in marketing. Everyone had to harness it, use it and somehow profit from it. But quickly, B2B marketers realized that Big Data wasn’t an end in itself, but a means to accomplishing things. Flash forward to 2017: Harnessing the power of massive amounts of data still has a ton…

    Marketing Land- 10 readers -
  • 5 ways to ramp up your digital media measurement

    …. Staff authors are listed here. About The Author David Booth is a co-founder and Partner at Cardinal Path, where he helps organizations use data and digital intelligence to gain competitive advantage in their markets. He is an author, adjunct professor, and public speaker, and as a consultant David has worked across five continents helping audiences ranging from C-level executives to technical implementation teams with digital analytics, business intelligence and digital marketing. …

    David Booth/ Marketing Land- 21 readers -
  • Martech enablement series: Part 2 — The race team analogy

    … Welcome to Part 2 of: “A Nine-Part Practical Guide to Martech Enablement.” This guide is focused on outlining a process to building a data- and technology-driven marketing organization within your company. In Part 1 of this guide, I outlined the process of taking full advantage of marketing technology. This is called “martech enablement…

    Marketing Land- 12 readers -
  • Natural language processing 101

    … and evolves to provide better search results, NLP is utilized to understand the context behind your searches. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Justin Freid is a digital marketing veteran…

    Justin Freid/ Marketing Land- 18 readers -
  • The future of AI marketing applications in retail

    … quickly in the near term, as it’s already showing many applications in the e-commerce industry. Chatbots are currently used in customer service and support but are also being developed to help customers make purchases. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily…

    Daniel Faggella/ Marketing Land- 14 readers -
  • Martech enablement series : Part 1 — What is ‘martech enablement?’

    … transformation” and “digital maturity.” These two phrases are putting tremendous pressure on CMOs to evolve their departments to stay relevant in an increasingly competitive marketplace. I hear this from CMOs every day. There are several common themes to these conversations: A desire or need to gain an advantage over competitors through martech, as well…

    Marketing Land- 17 readers -
  • Demystifying AI: Understanding the human-machine relationship

    … what to do once a calculation is made. (Or, if training a neural network, very specific inputs and outputs must be provided for the data that’s being ingested.) To illustrate this in grossly simplified terms, imagine a computer system in an autonomous car. Data comes from cameras placed around the vehicle, from road signs, from pictures that can…

    James Green/ Marketing Land- 14 readers -
  • Affiliate is more than a platform

    … into actionable insights that can be used to improve both affiliate and cross-channel campaign strategies. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Adam Weiss is the General Manager for Rakuten…

    Marketing Land- 12 readers -
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