Martech: Marketing Technology Landscape

  • Machu Picchu and martech: CMO lessons from the Inca Empire

    … and the mysterious Inca Empire. [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 cloud-based, closed-loop marketing software provider, where he leads the company’s go…

    Marketing Land- 9 readers -
  • Three big, long-term predictions for the future of martech

    … From within the whirlwind of working day to day in one of the fastest-moving industries around, it can often be hard to step back and take a good look at where we might be going over the long term. But catching our breath and thinking about how to navigate a path into the future is exactly what’s needed to guide the most successful…

    David Booth/ Marketing Land- 9 readers -
  • Introducing the “Influencer Marketing Technology Landscape”

    … advocates for your brand. Also, people trust the CEO much less than they trust employees. Lighthouse3 plans to cover that more in-depth when they release their customer/employee advocacy technologies landscape in October of this year. Key trend #3: CMOs are driving the budget increase in marketing technology spend If you have seen Scott Brinker’s MarTech…

    Travis Wright/ Marketing Land- 12 readers -
  • MarTech Landscape: What is OTT programming and why does it matter?

    … user-generated videos. And OTT content has been expanded to include communications services that bypass telecommunication companies. So, if you subscribe to Verizon Wireless’ cell phone service but communicate via text messaging over Facebook-owned WhatsApp on WiFi, that has also become known as an “over-the-top” service. The WhatsApp service…

    Marketing Land- 9 readers -
  • MarTech Landscape: What is machine learning and why should marketers care?

    … dictated computers’ every move. In this article, part of our MarTech Landscape Series, we look at this increasingly popular form of computing intelligence. What is machine learning? “Historically,” Bluecore CEO and co-founder Fayez Mohamood pointed out, “people wrote programs that were rule-based.” His company is an email and marketing personalization…

    Marketing Landin EMail- 12 readers -
  • MarTech Landscape: What is a data management platform (DMP)

    … Data management platforms (DMPs) are used by digital advertising buyers and publishers to store and manage audience data, often from multiple sources. In this installment of Marketing Land’s MarTech Landscape Series, we explain what DMPs are and why they’ve become increasingly important pieces of digital marketers’ ad technology stacks. What…

    Ginny Marvin/ Marketing Land- 10 readers -
  • MarTech Landscape: What is a demand-side platform (DSP)

    … Demand-Side Platforms (DSPs) are used by digital advertising buyers – advertisers, agencies, ad networks — to help them manage programmatic ad buying across ad exchanges. In this installment of Marketing Land’s MarTech Landscape Series, we explain what DSPs are and why ad buyers use them. What do demand-side platforms do? DSPs are the flip side…

    Ginny Marvin/ Marketing Land- 14 readers -
  • Scott Brinker shares his thinking behind this year’s huge MarTech Landscape

    … Scott Brinker and his 2016 Marketing Technology Landscape. The now-legendary Marketing Technology Landscape — whose 2016 version was released today at our MarTech conference in San Francisco — has so many tiny logos that creator Scott Brinker half-jokingly suggested that vendors offer free magnifying glasses as part of their giveaways…

    Marketing Land- 9 readers -
  • MarTech Landscape: What is a supply-side platform (SSP)?

    … Supply-side platforms (SSPs) help publishers sell digital ad impressions in automated auctions. Publishers can sell and manage display, video or native ad inventory on desktop and mobile through SSPs. In this installment of Marketing Land’s MarTech Landscape Series, we aim to chop through the jargon and explain what supply-side platforms do…

    Ginny Marvin/ Marketing Landin SEO- 15 readers -
  • What Does Your Marketing Technology Stack Look Like?

    … Later this month at the MarTech Conference, program chair Scott Brinker (@ChiefMartec) will be presenting the second annual “Stackie Awards” in an effort to advance the practice of marketing technology management. Don’t delay in crafting your submission – entries are due before midnight Friday, March 11 (Pacific time). Why Enter? Winners…

    Marketing Land- 13 readers -
  • MarTech Landscape: What Is Predictive Analytics?

    … In Isaac Asimov’s Foundation series of science-fiction novels, “psychohistory” employs massive amounts of historical data to predict the future behavior of large groups of people. This, essentially, is predictive analytics, which we tackle in this installment of our MarTech Landscape series. “Think Of A Credit Screen” Instead of predictions…

    Marketing Land- 11 readers -