Martech Column

    • A big year for marketing technology: Our top columns of 2016

      Those working in the field of digital marketing have been utilizing marketing technology (martech) in some way since the dawn of the industry. As the field grows larger and more complex, technology solutions have been necessary in order to organize and make sense of the ever-growing amount of data at our fingertips. Yet, in many ways, martech is still in its infancy.

      Marketing Land- 21 readers -
  • Four trends that will reshape marketing in 2017

    …. And the shift to mobile continued to gain steam, with everything from ordering dinner to booking a vacation now done on smartphones and tablets. Marketers are racing to keep up, and 2017 is about to bring more changes. Here are four trends I see shaping marketing in the coming year…. [Read the full article on MarTech Today.] Some opinions…

    Marketing Land- 12 readers -
  • Marketing budget increases: Tips for wielding a double-edged sword for 2017

    … January 2017 is a pivotal moment in time for the marketing discipline. According to a recent Gartner study, 2017 marks the third consecutive year of increased budgets for CMOs for the majority of those surveyed, with digital advertising, marketing technology and analytics among the areas most likely to see an increase in spending. In fact…

    Marketing Land- 13 readers -
  • Going beyond ‘right consumer, right time, right place’

    … in a mobile-first advertising environment. Let’s break it down…. [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 Phil Schraeder is GumGum’s President and Chief Operating Officer…

    Marketing Land- 12 readers -
  • 3 ways to thrive in the year of customer experience

    … of marketers’ priority lists. [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 was part of the original Orbitz management team and held…

    Marketing Land- 11 readers -
  • Customer questions every CMO should be ready to answer in 2017

    … in the year ahead. [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 Scott Vaughan is CMO of Integrate, a marketing technology software provider automating top-of-funnel marketing for B2B marketers…

    Marketing Land- 13 readers -
  • Is your marketing team effective? A 5-question test

    …. Wouldn’t it be useful to simplify? To have a quick checklist you can run through to see if you, as a marketer, are running an effective operation? Here are a few ideas for just that. Let’s not get too creative yet. We’ll call it “The Joel Test for Marketers.” [Read the full article on MarTech Today.] Some opinions expressed in this article may…

    Marketing Land- 14 readers -
  • Data privacy: Picking the lock on Pandora’s box

    … 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 Lewis Gersh is a founder, Chairman and CEO of PebblePost. Prior to PebblePost, Lewis founded Gersh Venture Partners, one of the first seed venture funds in the country…

    Marketing Land- 17 readers -
  • From retention to adaptive analytics, here’s your 2017 marketing preview

    … As 2016 comes to a close, I can say with full confidence that this has been a year of change. For me, it’s meant a career shift, as I assumed the role of Marketo’s chief marketing officer. But the marketing industry — perhaps more so than many others –- is one that profoundly shifts year-to-year, season-to-season, and even minute-to-minute…

    Marketing Land- 16 readers -
  • Relationship marketing: The new CRM

    … The way consumers interact with brands is constantly changing, and with over 3,500 companies in the marketing technology landscape, there is no shortage of CRM tools and marketing software to keep companies up to speed. But mastering how to best leverage customer data and information technology is no easy feat, causing far too many services…

    Marketing Land- 18 readers -
  • The power of data ownership: Getting it right in 2017

    … restrict access to data. And marketers and advertisers routinely dump their first-party data into third-party martech and ad tech vendor systems designed to work with third-party cookies — and then lose control of it. Moreover, third-party data collection is notoriously inaccurate because browsers may block third-party cookies or delete them…

    Marketing Land- 10 readers -
  • Trust & transparency: Why we need it more than ever in 2017

    … this year which affected the industry, some in a not-so-positive way. But we can take these events and look at them as teachable moments and lessons learned that will move our industry forward — they all touch on trust and transparency. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author…

    Marketing Land- 14 readers -
  • The death of prediction

    … helps illuminate our unknown unknowns. More importantly, this is the necessary first step toward discovering game-changing strategies. Because in the end, analytics isn’t about predicting outcomes. Analytics is about informing the human decisions that change outcomes. [Read the full article on MarTech Today.] Some opinions expressed in this article…

    Marketing Land- 10 readers -
  • Data as the new currency: Three keys to CMO success in 2017

    … where to invest their marketing budgets in 2017, I share some insights on marketing and technology trends that will help CMOs fuel continued digital transformation. [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…

    Jim Yu/ Marketing Land- 15 readers -
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