Martech Column

    • How AI will shape the future of search

      There is no doubt the search industry has evolved. Just one look at how search engine results pages are currently laid out shows how things have changed. We have come a long way from 10 blue links. But have we gone far enough? At SXSW earlier this month, information access was a hot topic. People no longer head to Google’s search bar as their only way of accessing content.

      Justin Freid/ Marketing Landin Social How To's- 15 readers -
    • B2B marketing tips for an effective account-based marketing (ABM) strategy

      Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and bette ...

      Marketing Land- 17 readers -
    • Better collaboration is the best martech investment you can make

      Think about the dozens of channels that you have to manage for any given marketing campaign. Web, email, in-product messaging, social, press releases, media placements, display advertising, paid search and so on. And you have to think about personas. And funnel stages. Oh, and maybe localization. And that’s just to produce the content. Then you have to publish it, track it and analyze it.

      Marketing Land- 22 readers -
  • Adaptive marketing: The key to winning in the Engagement Economy

    … and everything are more connected than ever before, it shouldn’t be who your customers are that determines the messages they receive, it should be what they do. The key to adaptive marketing in the Engagement Economy is to listen, learn and engage at scale. Here’s why. [Read the full article on MarTech Today.] Some opinions expressed in this article may…

    Marketing Land- 10 readers -
  • What is the GDPR, and why should martech care?

    … suspicion, the fragmented race to serve relevant ads to the right audience has also caught the attention of data protection authorities. This is reflected in the EU’s massive General Data Protection Regulation (GDPR), which comes into effect on May 25, 2018. [Read the full article on MarTech Today.] Some opinions expressed in this article may…

    Marketing Land- 18 readers -
  • Ad-blocking concerns shift to the video ad industry

    … to circumvent the software. While ad blocking has so far been a general issue across the entire online ecosystem, 2017 will be the year it becomes a major concern for the video advertising industry. So what makes ad blocking particularly relevant to video advertising, and how can its impact be reduced? [Read the full article on MarTech Today.] Some…

    Marketing Landin Display- 20 readers -
  • Assessing the maturity of your organization’s messaging program

    … In the digital marketing world, the concept of messaging largely revolves around email, SMS and push. And no matter how far we’ve come in our messaging proficiency, there’s always room for improvement as markets and capabilities continue to evolve. To remain at the forefront of this evolution, it’s important for you to understand and address…

    Marketing Land- 13 readers -
  • Why you shouldn’t have to hate your ESP

    … to go? By attempting to be everything to everybody — in the form of complete marketing platforms — they may fail to provide excellent technology and service for every operation. [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 Chip Scully is an overly experienced media technologist who cringes at the word "hate" and happens to be employed by Adestra. …

    Marketing Landin EMail- 14 readers -
  • The business case to merge sales & marketing ops

    … of B2B teams, this discussion is gaining steam. Below are compelling drivers regarding why an “ops” merger is a beautiful marriage that delights both your customers and your executive team. [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…

    Marketing Land- 16 readers -
  • Chatbots: Hype or the real deal?

    …. [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 Head of Strategy at Waterfall, Matt Silk drives innovative mobile marketing programs for brands in the retail and restaurant space with the goal…

    Marketing Land- 12 readers -
  • How bots ruin on-site experiences for real humans

    … From the rugged alleys of Sweetwater to Facebook feeds filled with fake news, the impact of bots has never been greater. With bots now accounting for a majority of online traffic, they have moved on from just giving marketers headaches to destabilizing digital economies and perhaps even electing presidents. As online advertising is projected…

    Marketing Landin Display How To's- 17 readers -
  • From algorithms to advertising: 7 steps to introducing AI to marketing

    … Artificial intelligence — once the rarefied domain of big-name, ambitious projects like Google’s self-driving car or IBM’s Watson — is now finding its way into everyday business. In advertising and marketing specifically, brands might not be completely overhauling their existing ad tech and martech stacks to make room for AI just yet, but many…

    Marketing Land- 16 readers -
  • The new customer marketing lifecycle in the Engagement Economy

    … — the kind of outreach that a majority of marketers are already comfortable with — but from there encompasses adoption, cross-sell and advocacy. Marketing leaders must allocate people and program dollars to each of these stages in order to execute them effectively. Let’s take a closer look. [Read the full article on MarTech Today.] Some opinions…

    Marketing Land- 15 readers -
  • Why martech data should drive ad tech

    … opportunities in a dynamic, digital marketplace. With over 20 years of digital marketing experience, Chuck has developed a broad understanding of the connected consumer and how brands can engage them through technology-driven, creative solutions and programmatic buying. …

    Marketing Landin Retargeting- 19 readers -
  • Making emotional connections in a digital era

    … by technological barriers. The truth is, marketing technology hasn’t served as a hurdle for brand-consumer connection; on the contrary, it’s been a catalyst. If you take a look as some of today’s leading martech campaigns, you’ll notice that emotional marketing is actually enhanced through digital tactics, helping brands build even stronger, long…

    Marketing Landin Social- 9 readers -
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