Martech Column

    • The robots who will warm your heart — and drive your branding

      I’m not a classically trained marketer, so I don’t really understand how branding works. Why do people sign up for a credit card because Charles Barkley appears in a TV commercial? How does Alfa Romeo sponsoring the Super Bowl halftime show increase car sales? And why does my public utility have to brand itself at all? None of this makes much sense to me, and yet branding — ...

      David Rodnitzky/ Marketing Land- 24 readers -
    • What can legacy media teach us about programmatic’s future?

      In 2012, when Newsweek announced that they were going to scrap their print edition and go all digital, it felt like the culmination of an inevitable trend. The march of content away from legacy formats and toward the infinite horizon of digital distribution was inexorable and unstoppable. Print was dead or dying, and there was no point in resisting it.

      Marketing Land- 24 readers -
    • Mobile is not the only channel to the customer, but it’s the most powerful one

      Mobile is a key part of the modern relationship between brands and consumers. While it is by no means the only channel for brands to reach their customers, I would argue it’s the most powerful one. Why? Because mobile is real-time. When done right, it’s bidirectional. And it gives you a 24/7 direct line to your customers as well, as the most information about what those customers really want.

      Josh Todd/ Marketing Land- 12 readers -
  • Making martech usable

    … There are 5,000 different technologies in the Martech Landscape. And those are divided into over 50 different categories. It’s a lot to deal with: analytics, web technology, CRM, marketing automation and many, many other types of marketing technology. Within a marketing technology stack, you can easily have dozens of layers, and each software…

    Marketing Land- 10 readers -
  • Getting ahead of the game with predictive analytics

    … and not necessarily Marketing Land. Staff authors are listed here. About The Author Nick Iyengar is a Director of Digital Intelligence at Cardinal Path, where he is responsible for helping his clients improve their profitability by building their analytics capabilities. He returned to Cardinal Path for his second tour of duty after completing his…

    Marketing Land- 9 readers -
  • MarTech, conversational UI, and the future of connecting with customers

    … evolution of the digital frames we interact with, the next new wave of computing, Pandolfi suggested, is conversational agents. Beginning with websites created by publishers, we’ve seen developers make the progression from the browser to touch apps on mobile devices. Conversational agents — in essence, services — enabled by virtual assistants are the next…

    Marketing Land- 12 readers -
  • 3 key takeaways from MarTech San Francisco 2017

    … discussions — both onstage and offstage — focused on how to parse the many martech options available today. Of course, determining the right solution depends largely on your strategy and goals. But, as we heard this week, there are many other considerations, including your current technology assets, your willingness to change from the inside out, and, most…

    Marketing Land- 12 readers -
  • The future of B2B marketing: ABM and AI

    …. The idea was simple: all of the new technology and data flooding marketing at the time would pave the way for personalized, incredibly relevant customer experiences. Two decades later, we’re still not any closer to making this vision a reality. In fact, I’d argue that the technology we’ve deployed has, in many cases, pushed us further away from…

    Marketing Land- 15 readers -
  • Is ABM really a better mousetrap?

    … it be, basically, the same thing for everyone? The truth is, just as the word “marketing” can be used to mean anything from product strategy to brand-building to sales enablement, ABM is an umbrella term comprising a host of possibilities that share one important characteristic: they shift the marketing unit of attention from individuals…

    Marketing Land- 16 readers -
  • How customer identity solutions slash churn — and boost revenue

    … required) a select group of CMOs from leading brands. Here’s what we learned…. [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 Mike Sands is CEO of Signal. Prior to joining the company, he…

    Marketing Landin How To's- 11 readers -
  • How to unlock marketing’s creative side for martech success

    … capabilities that can increase business impact by: arming marketers to better engage and serve our customers with unique experiences. guiding us on where to invest precious marketing spend. automating mundane, time-sucking tasks that take away from creative work. getting us a seat at the executive table by equipping us with intelligence and ROI data…

    Marketing Landin How To's- 14 readers -
  • The modern marketer’s guide to machine learning algorithms

    … a basic understanding of the key algorithmic approaches used in marketing. [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 Sean Zinsmeister crafts the positioning, messaging and overall go…

    Marketing Land- 19 readers -
  • The Mufasa Metric: Rethinking attribution in the Engagement Economy

    … of brand advocates. Here’s why. [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 As CMO, Chandar is in charge of positioning Marketo as the marketing industry’s innovation leader and best solution…

    Marketing Land- 16 readers -
  • Using a social management platform: What you need to know

    … may share these responsibilities, making coordination more complex. There is no doubt that tools can make social media management more efficient. But they also come at a cost — and across the board, pricing models differ based on the type of tool you are trying to utilize. The social management platform landscape is much more fragmented than…

    Justin Freid/ Marketing Landin Social How To's- 11 readers -
  • Sanity check: One year until GDPR

    …. [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 As Chief Privacy Officer & VP of Legal Affairs at Evidon Inc., Todd Ruback oversees all internal privacy and legal matters. He has developed…

    Marketing Land- 16 readers -
  • 4 lessons from a decade of ad tech disruption

    … and understand its outcomes. Today’s advertisers operate with a keener eye toward the details, second-guessing their claims and results, no longer taking anything for granted. These general lessons from ad tech are applicable across the full marketing stack, especially as the lines between ad tech and martech begin to blur. [Read the full article on MarTech…

    Marketing Landin Display- 17 readers -
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