July 14, 2020

Business Matters: Essential things you should know about B2B demand generation marketing

Every business strives to stand out from the competition and gain as many customers as possible. Brand supremacy is, more often than not, associated with impressive performance since popularity attracts more consumers.

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B2B
Demand Generation
B2B Marketing

July 14, 2020

CMSWiRE: Content Distribution Strategy: Failing to Plan Is Planning to Fail

By Kaya Ismail 

Many brands put all their effort into producing high-quality content but fail to have a content distribution strategy in place to maximize its ROI. In fact, the Content Marketing Institute found that only 41% of B2B marketers have a documented content strategy.

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Content Marketing
Planning
Marketing

July 6, 2020

AMA: Digits to the Left

By Julian Zeng

Consumers often judge just-below prices, or prices that end in 99 cents, to be much lower than the closest round number—a tendency often referred to as “left-digit bias.” The practice of pricing items a few cents less than a round figure has been around for almost a century. Retailers set prices at, for instance, $2.99 instead of $3.00, expecting to benefit from consumers’ tendency to focus on prices’ left-most digits. But whether this practice is successful depends on the condition. Research conducted by Tatiana Sokolova, an assistant professor of marketing at Tilburg University; Satheesh Seenivasan, a senior lecturer at Monash University; and Manoj Thomas, an associate professor at Cornell University, examines when the left-digit bias is more likely to affect consumer judgments and evaluations. 

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Pricing
Consumer Behavior
Marketing

July 13, 2020

The Enterprisers Project - Digital transformation: 5 ways to speed up

By Florence Lowe

Even as businesses around the globe continue to reel from the effects of the COVID-19 pandemic, many forward-thinking IT leaders are using the disruption as an opportunity to advance their digital transformation plans.

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Digital Transformation

July 13, 2020

STREETFIGHT: Personalized Marketing is a Must Right Now

By Oz Etzioni

The idea of online personalization is nothing new. However, with the new normal we are living in, marketers are looking for fresh and innovative ways to stay connected with consumers. As the consumer mindset has changed due to the Covid-19 outbreak, run-of-the-mill ads will no longer work — many are wanting personalized content to come across all digital media channels. Let me explain why.

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Personalization
Marketing

July 10, 2020

Marketing Land: What’s behind the hype about Customer Data Platforms?

By Pamela Parker

The global market for customer data platforms is expected to rise dramatically over the next few years. The CDP Institute pegged industry revenue for 2019 at $1 billion and it expects the sector to reach at least $1.3 billion in 2020. Meanwhile, ResearchandMarkets predicts the industry will grow from $2. billion in 2020 to $10.3 billion by 2025, expanding at an astounding compound annual growth rate (CAGR) of 34.0% during the forecast period.

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CDP
Marketing
Hype

July 10, 2020

ClickZ: Why consumers follow and unfollow brands on social media

By Jacqueline Dooley

30-second summary:
• Sprout Social has been compiling a consumer index report of social media trends since 2013. Their 2020 report contains new insights and statics about how brands and consumers interact on social platforms.
• Marketers can use this information to better align their social media strategy to their customers’ expectations, ensuring that their content resonates.
• The survey revealed that 89% of consumers will buy from a brand they follow on social media and 75% will increase spending with that same brand.
• Understanding why consumers follow (and unfollow) brands, what type of content they’re most (and least) interested in, and what stand-out brands are doing right can help marketers gain more followers, while driving leads, sales, and growth for their organization.

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Consumer
Social Media
Brands

July 8, 2020

COINTELEGRAPH: How Blockchain Technology Will Change the Marketing Industry

By Nick Bel

In modern business, there are no areas left where blockchain enthusiasts will not try to use the technology. Distributed ledger technology is used in logistics, manufacturing, games and in facial recognition services. And although many projects cannot offer anything qualitatively new except for the principle of using blockchain, some projects manage to prove their practical benefits.

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Blockchain
Marketing

July 8, 2020

Marketing 101: What are beneficial buttons?

By Daniel Burstein

A beneficial button is a call-to-action (CTA) button that explains a benefit the customer will receive by clicking on it. In other words, the button has a process-level value proposition.


This may sound obvious when you read the above sentences. If you’re asking the customer to take an action, of course, the button should have a benefit. However, I challenge you to navigate around the web right now and see how many buttons are truly beneficial.

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Call-to-Action
Marketing
Value

July 8, 2020

ClcikZ: The future of martech: what does the industry look like post COVID-19?

By Matt Conlin

30-second summary:
• While recent shifts in shopping behavior may seem like a sudden transformation, the adoption of conveniences like grocery delivery and curbside pickup are not unexpected nor temporary.
• A mobile-first approach will become table stakes in creating convenient and safe environments for customers to engage with brands.
• Marketers that leverage consumers insights to create personalized content experiences and one-to-one relationships with their customers will be the big winners from a brand loyalty perspective.
• In the face of economic uncertainty, vanity metrics are likely to fall out favor, requiring advertisers to prioritize performance partnerships as a risk-free alternative for driving customer acquisition, retention, and overall growth.

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Martech
Mobile
Consumer Behavior

June 25, 2020

DestinationCRM: Optimizing Mobile Growth in a Post-COVID-19 Era

By Rajesh Midha

Mobile commerce had already been on a staggering global growth curve over the past few years, but the global pandemic boosted mobile app spending in the first quarter to the highest in history, and has now dramatically matured the transformation of consumer behavior entirely. The old normal is gone, and an entirely new set of habits and needs have emerged overnight, ones that no one yet truly understands. What we do know, however, is that we are witnessing a new type of customer emerge; we call them the “connected customers.” This term refers to those customers that prefer to primarily interact with brands through digital means such as websites, apps, or Alexa skills. But what do these connected customers want? They want simple and seamless mobile experiences that are both efficient and fun.

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Mobile
Mobile Commerce

July 6, 2020

AMA: 5 Marketing Strategies—and Missed Opportunities—During COVID-19

By Christine Moorman, Lauren Kirby, Torren McCarthy and Brittney Shkil

The top emerging marketing strategies and missed opportunities from the special COVID-19 edition of The CMO Survey

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Marketing
Marketing Opportunities

It is time for influencers in the US to codify a set of ethical principles. Other media industries such as journalism and advertising have codified ethical standards.

July 1, 2020

Marketing: First marketing code of practice for Australian influencers

By JASMINE GIULIANI

The Australian Influencer Marketing Council (AIMCO) has today released the industry’s first set of working practices aimed at the Australian influencer industry.

As influencer marketing continues to grow in popularity both globally and in Australia, AIMCO has created a code of practice intended to build greater trust and transparency within the industry. 

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Influencer Marketing
Ethical Standards

July 6, 2020

ClickZ: The siloed approach to marketing is on its last legs

By Ross Shelleman

30-second summary:
• Marketers that have historically approached creative, media, and planning in silos are finding it harder to make adjustments at the pace that a crisis requires.
• Data now provides the connective tissue to unite and optimize both creative and media in a single, elegant process. When you have data as a central source of truth for what drives revenue, optimizing the rest of the machinery around it becomes possible.
• Data, creative, and media need to work together as never before.
• Moving forward, the ability to rapidly respond to massive shifts in consumer purchase behavior will continue to separate winners from losers.

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Marketing Organization
Marketing Agility
Marketing

July 6, 2020

MediaPost: Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021

By Laurie Sullivan

Digital advertising business-to-consumer (B2C) marketing budgets are expected to grow by 78% in aggregate in 2021, according to Gartner’s 2020-2021 CMO Spend Survey.

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Marketing Budgets
Digital
Marketing Spend

July 6, 2020

MARTECHTODAY: Martech practitioners must leverage interdepartmental interactions

By Steve Petersen 

Managing marketing technology doesn’t happen in a vacuum. As a hybrid specialty spanning both technical and business realms, practitioners interact with multiple departments other than marketing and IT during their routine work.

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Martech

July 2, 2020

Search Engine Watch: The three most critical marketing metrics to measure right now

By Adam Masur

30-second summary:
• Regardless of your industry, the marketing strategy you are currently executing is completely different from the marketing strategy you had in place just six months ago.  
• The situation that has unfolded over the last few months has thrown “business as usual” out of the window.
• Budgets are tight, events are canceled, and your buyers’ needs have dramatically changed in the last few months.
• Credly’s VP of Marketing, Adam Masur shares three of the most critical marketing metrics to measure in these unique circumstances.

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Marketing Metrics

July 2, 2020

MARKETINGDIVE: Why digital OOH advertising is especially effective right now

By Roey Franco

Marketers have new opportunities to reach consumers as restrictions on travel and commerce ease in states throughout the U.S.

Read More
Out-of-Home
Digital
Effectiveness

July 5, 2020

Venture Beat: How Stitch Fix used AI to personalize its online shopping experience

By SETH COLANER

Online retailers have long lured customers with the ability to browse vast selections of merchandise from home, quickly compare prices and offers, and have goods conveniently delivered to their doorstep. But much of the in-person shopping experience has been lost, not the least of which is trying on clothes to see how they fit, how the colors work with your complexion, and so on.

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AI
Personalization
eCommerce

July 6, 2020

ClickThrough: 5 Ways Your Content Marketing Might Be Sabotaging Your SEO

By Alice Murray

A content strategy only works when it’s done right. And there are several ways you could be sabotaging your content marketing strategy without even realising it. Do you want to drive more traffic, visibility and conversions to your products and services through the power of content? Of course you do.

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Marketing
Content Marketing
SEO

July 2, 2020

adexchanger: Marketers Need To Get Their Digital Display Houses In Order

By Christian Polman

Programmatic media buying and the vagaries of the digital media ecosystem hit the headlines again recently with the publication of PwC’s research report for ISBA. The study found that only 51% of UK advertisers’ programmatic ad spend actually reaches publishers and around a third of all supply chain costs could not be attributed.

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Ad Spend
Digital Ad Spend
Digital

June 25, 2020

Destination CRM: Digital Innovation, Remote Work, and Trusted Relationships Will Spearhead the Pandemic Economy

By Tom Martin

Nobody will dispute that the coronavirus has transformed the way businesses operate and people interact. In an era of mandated social distancing and complete economic disruption, companies, their employees, and consumers have been forced to rapidly adopt new ways of engaging in every facet of life. Our favorite shops and restaurants are shuttered, at least for on-premises visits; trips are canceled; and communication with extended family and friends is now largely relegated to web conferencing. The impact of the pandemic is still revealing itself. We may never fully return to the state of “normal” that we all knew before the pandemic. And we may not know the full effects of this crisis for decades.

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Digital
Innovation

July 2, 2020

G2: How to Make Marketing Operations the Backbone of Your Team

 By Deirdre O'Donoghue

Marketing teams have a series of moving parts that must work together to be successful. 
 
Expectations are higher than ever for marketers to drive sales and provide direct value to businesses. Since there are many teams and goals within marketing departments, there has to be someone who focuses on aligning these parts behind the scenes. They must make sure everyone is working efficiently and effectively toward a common goal.

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Marketing Operations
Marketing

July 3, 2020

Which-50: How To Fund Unexpected Marketing Costs

By May Keffer

With budgets already strained by COVID-19, Marketers must find new sources of funding for efforts to address customers’ top of mind concerns – such as social justice and community health and safety.

Read More
Marketing Budgets
Marketing Expenditures
Marketing

July 2, 2020

siliconrepublic: How accelerated digital transformation has become the new normal

By Andrew Macleod

The rapid spread of Covid-19 forced almost every aspect of modern society to transition into the virtual space. Work, commerce, entertainment, social interactions and more shifted to virtual platforms as people sought to maintain connection despite a pressing need to remain physically distant. This physical-to-digital transformation has been marked by challenge, uncertainty and adaptation, but also some surprising benefits.

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Digital Transformation

KellogInsight: Is Now the Time to Transition to Personalized Marketing?

By Jim Lecinski

Months into the COVID-19 crisis, businesses are finally starting to come up for air. And as they survey a radically altered business landscape, many are realizing that their own business will need to adjust to meet the new conditions.

Read More
Personalization
Marketing

July 1, 2020

The Business Journals: The most important thing sales can do to convert marketing leads

By Samantha Owens Pyle 

There are a lot of factors that go into converting a marketing-generated lead into a sale, but there’s one element that seems to rise above the rest: quick follow up.

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Sales
Marketing
Lead Management

June 29, 2020

Ecommerce Times: B2C Marketers Grapple With Personalization Tactics

By Richard Adhikari

Marketers at B2C companies realize that personalization is key to business, but they are having problems implementing personalization strategies, according to a recent survey.

Read More
Personalization
B2C Marketing

June 29, 2020

adexchanger: A Decade Of Marketing Inefficiency Is Being Laid Bare

By Julian Baring

The COVID-19 pandemic and its economic implications are catapulting the tech-driven marketing world into a new phase of maturity: a long-overdue period of reflection and refinement, during which the lessons of the past 12 years will be distilled and applied to marketing organizations.

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Marketing
Data Driven

June 29, 2020

Consultancy.eu : Leaders in digital transformation take an integral approach

While many businesses are racing to implement their digital transformation, few have grasped the key principles behind investing in technology, according to an in-depth study from consulting firm Trianz.

Trianz analysed more than 9,000 responses from leaders worldwide, spanning 18 sectors including manufacturing, banking, construction, consumer products, energy, healthcare and several others. The goal was to gauge the state of digital transformation worldwide.

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Digital Transformation

June 26, 2020

adexchanger: During The Restart, Advertisers Will Need To Do More With Less. That Could Be An Asset.

By Philip Smolin

Society has restarted, and businesses are learning a new normal in real time.
They’re adapting to changing public health measures, evolving consumer behaviors and the impact on revenue. Discretionary advertising budgets have taken a hit, forcing advertisers to do more with less. But brands that move quickly also have a once-in-a-lifetime opportunity to shift market share.

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Advertising

June 25, 2020

Practical Ecommerce: What’s Your Plan for Measuring Marketing Outcomes?

By ARMANDO ROGGIO

Once it defines the objectives of its business or marketing campaign, an ecommerce company should decide how to measure outcomes.


“There is one difference between winners and losers when it comes to web analytics. Winners…have a well structured Digital Marketing & Measurement Model. Losers don’t,” wrote Avinash Kaushik, co-founder of Market Motive, on his blog, “Occam’s Razor.”

Read More
Marketing
Marketing Performance Management
Measurement

June 26, 2020

ClickZ: Personalization is critical during times of rapid change

By Drew Burns

30-second summary:
Regardless of industry, customer experience is at the crux of personalization, as it drives both growth and retention. However, personalization is not a one-size fits all solution.
Arguably most important factor for marketers, is to ensure you have a deep understanding of your customer. This lets you develop a hyper-personalized customer journey and access to data, specifically single customer-data profiles are the key to unlocking that information.
Leveraging tools like AI can help brands quickly scale their personalization efforts. This can be done through automated large-scale testing to quickly determine what experience will work best for a specific customer, AI algorithms designed to filter and promote personalized content, and rule-based personalization that automatically filters data by age, gender, location or even brand affinity.
As data sets continue to grow and marketing automation and AI continuously refine themselves, chatbots have emerged to help blur the lines between people and machines and help deliver hyper-personalized experiences.
Marketers also need to think through different virtual experiences and figure out how they can successfully transform offerings in a digital setting. Special offers for consumers stuck at home can help to increase conversion and brand loyalty during delayed sporting and concert events.

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Personalization
Customer Experience

June 26, 2020

Which-50: There Is A Gap In How You Measure Martech

By Colin Reid

The success of digital marketers depends on martech but we need to be better at measuring value.

Technology by itself does nothing but as digital marketers our success depends on it. How you utilize and measure your martech determines how successful you and your organization will be.

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Martech
Measurement
Value

June 25, 2020

Tech Crunch - 5 VCs agree: COVID-19 reshaped adtech and martech

By Anthony Ha

We last surveyed VCs about their advertising and marketing investment strategies back in January — which is to say, in a completely different world, before the coronavirus pandemic began to wreak havoc on the global economy.

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Martech
Venture Capital

June 25, 2020

Content Marketing Institute: Create a Content Marketing Strategy in 3 Steps

By JODI HARRIS

Wouldn’t it be great to start your content marketing program knowing it will work as intended? How satisfying would it be to be confident it incorporates the insights, ideas, and focus to create stories that captivate your audience members and turn them into loyal customers?

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Content Marketing
Strategy

June 26, 2020

Marketing Dive - NA: Marketers believe innovation drives brand growth, but many don't have time for it

By Dianna Christie

Dive Brief:
• While 84% of marketers expect the future of brand growth to be connected to innovation and technology, 45% said they spend 25% or less of their time on both, per a new report from the Association of National Advertisers (ANA) shared with Marketing Dive. 
• More than half of those surveyed for the "Marketing, Innovation, and Technology" report think they are prepared to deal with innovation and marketing technology issues that could come up in the next two years.
• The research also found that data and analytics, measurement and accountability, and customer experience will benefit most from innovation and technology. Additionally, marketers prefer to learn through interactive labs, demonstrations, case studies and discussion groups.

Read More
Marketing
Innovation
Brand Growth

June 25, 2020

MIT Sloan Management Review: Don’t Let Your Strategy Be Hijacked

By Carsten Lund Pedersen and Thomas Ritter

Early in 2020, wireless sound-system manufacturer Sonos announced that it would no longer provide support for some of its oldest products: wireless speakers launched between 2006 and 2009. The company argued in an official blog post that the wireless speakers had been “stretched to their technical limits in terms of processing power” and “would no longer receive software updates or new features.” Moreover, systems containing both new and legacy products would no longer receive updates, making perfectly functional devices more-or-less useless, according to some critics. Hordes of angry users took to Twitter under the hashtag #SonosBoycott and argued that loyal early adopters were being punished. It did not take long for Sonos’s CEO to reach out, stating “We heard you. We did not get this right from the start,” and promising continued technical support for older devices.

Read More
Marketing Strategy
Marketing
Digital

June 23, 2020

SPINSUCKS: A Deep Dive Into Owned Media In a PESO Model Program

By Gini Dietrich 

The PESO Model has been around for a few years.


It’s a fairly new integrated model, in the big scheme of things, but it’s been in practice long enough that we know what works, what doesn’t, how to apply it to corporations and to non-profits, and how it works for B2B and B2C organizations.

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PESO Model
Owned Media

June 24, 2020

BDAILY NEWS: COVID-19 is transforming marketing strategies and reducing budgets

Research conducted by Dun & Bradstreet, a leading global provider of business decisioning data and analytics, has uncovered the size of the challenge now facing senior decision-making marketers, with 70% of respondents revealing their marketing budgets have been reduced as a result of COVID-19. Due to budget cuts, 70% of those surveyed are struggling to plan for the future, and 76% are facing an “increasing pressure to deliver leads since the COVID-19 outbreak”.

Read More
Marketing Budgets
Marketing Strategy
Martech

June 23, 2020

TechTarget: Why hyper-personalization is an essential marketing strategy

By Scott Robinson

Using AI to personalize marketing strategies can be a business's golden ticket to improved customer experience. As a result, hyper-personalized marketing is essential.

Read More
Personalization
Marketing Strategy
AI

June 23, 2020

ADWEEK: Why You Can Take Omnichannel Marketing Off the Table

By Ray Kingman

It’s not just Covid-19 anymore. Frustrations over equal rights and overdue legal reforms came to a head at the very moment people started to head back to work. For months, business and marketing have been on the sidelines hoping for a return to normalcy.

Read More
Omnichannel
Programmatic
Marketing

June 23, 2020

MArketing Land: Welcome to the Predictive Marketing Era

By Ginny Marvin 

Artificial intelligence, machine learning, deep learning, neural networks. These are all part of the digital advertiser’s lexicon now as the algorithms power so much of the tactical mechanics of our campaigns. The purpose? To serve that ad combination on that impression at that bid to that audience member to achieve the campaign goal with greater efficiency and efficacy than we marketers could do manually. All by training algorithmic models to understand patterns and predict outcomes based on gobs of historical data.

Read More
AI
Pay-Per-Click
Marketing

June 23, 2020

MinuteHack: Lead Gen Is Failing. How Can Brands Kick-Start Demand Gen?

By JOHN WEBB 

It’s time to take a look at the failings of lead generation and think about how to re-frame demand generation.


For too long, the focus has been on driving high numbers of leads into MarTech funnels, fundamentally at the expense of quality. It’s been a race to the bottom; a race where no-one’s the winner.

Read More
Demand Generation
Brands

June 22, 2020

Footwear News: Now Is the Time to Embrace Bold Messaging, Branding Experts Say

By Madeleine Streets

After experiencing a drop in sales earlier this year, footwear companies are trying to capitalize on the new wave of shoppers returning to stores, both online and in store. To do so, businesses need to connect with consumers who are expecting different things from the brands they shop at – making brand communications a critical tool for retail success.

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Branding
Messaging

June 22, 2020

CMSWiRE: Does Your Business Need a Fractional CMO?

By Kaya Ismail

The global pandemic is reshaping the way employees work and the structure of organizations. According to Forbes, roughly 36 million jobs have been lost since the lockdowns began in the U.S., and the University of Chicago believes 42% of these layoffs could become permanent.

Read More
CMO
Marketing
Operating Model

June 22, 2020

Marketing Charts: What Support Do B2B Marketers Offer Sales?

Data from last year shows that B2B marketers believe that while content is beneficial for top-of-the-funnel activities such as creating awareness and generating leads, it can also help to generate sales. But what types of content are marketers passing on to their colleagues in sales? This is what a new report [download page] from ON24, Market2Marketers and Heinz Marketing reveals.

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B2B
Marketing
Sales

MARTECHTODAY: 7 steps to CDP heaven: A maturity model for data management

By Rodric Bradford 

So you are swimming in customer data … now what?


According to Ben Knight, president of Blue Venn, a customer data platform, there are seven measurable stages of customer excellence to identify if your company is utilizing customer data for everything it is worth. 

Read More
CDP
Data
Management

June 22, 2020

Marketing Land: What’s Digital Commerce Advertising and what tools can help?

By Pamela Parker

Digital advertising spending has been on a strong growth trajectory since its inception. The Interactive Advertising Bureau’s report on the first half of 2019 had revenue totaling $57.9 billion, which represented a 16.9% increase from the same period in 2018. But in the numbers was one important sign of maturity of the industry. It’s the first time that revenues for the first half of a year were lower (by $30 million) than the second half of the previous year.

Read More
Digital Commerce Advertising
Martech

June 22, 2020

CMO - CMOs: Let middle managers lead radical innovation

By NADIA CAMERON 

New academic research argues executive-level marketing leaders should take a backseat and let middle-managers initiate change, while they support and implement it

Read More
CMO
Innovation

June 22, 2020

GLOSSY: How DTC brands are measuring the success of TV ads

By DANNY PARISI

The pandemic has wreaked havoc on DTC brands’ marketing mixes, making some go-to channels like out-of-home mostly obsolete and pushing new channels like TV and video to the forefront.

Read More
Direct-to-Consumer
Advertising
Brands

June 22, 2020

MARKETINGDIVE: Marketers invested in digital tools were quicker to pivot when pandemic hit, study says

By Dianna Christie

Dive Brief:
• Half of marketers found that previous investments in marketing innovation and automation helped them quickly pivot as the COVID-19 pandemic affected marketing, per a new study by BrandMaker shared with Marketing Dive. The other half reported being less agile than they had expected and that workflow collaboration tools were inadequate, according to the report.
• In 2021, 80% of marketers think their workflow processes will be more collaborative due to workplace changes driven by COVID-19. Ninety percent plan to increase investment in digitizing marketing and 75% expect employees to continue remote working next year. Additionally, 80% expect to shift budget from brand campaigns to pipeline and lead generation and two-thirds anticipate a move away from agency to in-house content creation and management.
• The data revealed that one-third of marketers had to reduce their marketing budget by 60%-80%, one-third cut budgets by 20% and one-third did not cut their budgets at all.

Read More
Digital Marketing
Digital

June 22, 2020

DIGIDAY: Ad tech insiders expect Apple to eliminate a key

By LARA O'REILLY

Apple is set to host its Worldwide Developers Conference on Monday, June 22, the highly anticipated annual event where the tech company announces the latest software updates for its iPhones, Macs, and Apple TVs. 

Read More
Adtech
Programmatic

June 22, 2020

AdNews: As brands shift to digital, Snapchat eyes more small businesses’ ad dollars

By Mariam Cheik-Hussein 

Snapchat has been embraced by brands rushing to more cost-effective digital platforms during the pandemic, says local boss Kathryn Carter, as the app is given a redesign to further boost advertising from small businesses.

Read More
Digital Marketing
Brands

June 18, 2020

Fox Business: Which social media site has the most users?

By Evie Fordham

During the last decade, social media has become ubiquitous in modern life, and U.S.-based Facebook is the biggest social media platform with more than 2 billion users.

In addition, many social media companies are finding ways to expand past their "social" realm, including Facebook through its Workplace platform that's used by companies as large as Walmart.

Read More
Social Platforms
Social Media

June 18, 2020

MartechToday - Soapbox: Is my data telling me the truth?

By Allison Walter

As marketers, we face the overwhelming challenge of demonstrating proof that our tactics are effective. But how can we convince management if we are not convinced of our own data?

Read More
Data
Insights

June 18, 2020

ClickZ: How AI empowered CDPs are bridging the gap between marketing data and true marketing intelligence

By Dan Drapeau

30-second summary:
• While CDPs have always been a useful marketing tool, they’re typically only as good as the data they are fed, ultimately leading to the generation of incomplete customer profiles.
• Artificial intelligence (AI) and machine learning (ML) are revolutionizing CDP analytics by giving these programs access to multiple data points, across business silos, a more accurate customer profile and effective campaign suggestions that will result in loyalty and sales are generated.
• AI empowered CDPs lead to a more fluid customer experience, an experience that is tailored in real time, as customer behaviors and mannerisms change.
• The main challenge marketers face is gaining access to the critical data housed in cross-organization silos.
• Why it’s worth it: A personalized customer experience that feels organic, not pushed, which ultimately drives revenue growth.

Read More
AI
CDP
Marketing Intelligence

June 18, 2020

MARTECHCUBE: Beginner’s Guide to DMP Marketing

By CHANDRIMA SAMANTA

In the world of digital marketing, there’s always some new technology to use that will make life easier for marketers. As marketing automation has taken off to such extreme heights, marketers in the United States and all around the globe are now looking to the next great technology that is data management platforms (DMP).

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DMP
Martech
Marketing

June 17, 2020

Econsultancy: Why your colleagues need Marketing and how to convince them

By Frederic Kalinke 

How is Marketing seen by key personas in Finance, Sales, Legal, Product and Engineering? All have goals, fears, and KPIs just like you do. We need to position ourselves differently to each of them, you know, like a marketer.

How do your co-workers see you?

Read More
Marketing
Branding

June 17, 2020

ClickZ: How should CMOs adapt their marketing strategies in times of uncertainty

By Prateek Dayal

30-second summary:
• Though it is certain that this period of difficulty is likely to test us all, it also gives marketers the breathing room to focus on optimizing internal operations while adapting their customer engagement strategies in new, innovative ways.
• Marketers should take the opportunity to re-establish trust through customer-centric actions. Keeping the focus on customers is essential as their needs and expectations will change amidst the ever-evolving global health crisis.
• It may be beneficial for organizations to take this time to identify the gaps that may be present within their team and focus on building the skills that will drive future growth.
• Oftentimes, marketing teams will invest in tools for a campaign-specific purpose or if it’s because a one-off vendor preferred it for a specific task. Use this current period as an opportunity to clean house and evaluate what’s worth keeping and what isn’t.
• Now, more than ever, would be a prudent time to explore privacy-preserving enhancements that can ensure marketers are performing targeting and personalization efforts in a compliant manner.
• By building more trust with key agency partners, marketers can work with them to anticipate how disruptions will affect business operations and develop a strategy to protect and adjust their marketing budgets.

Read More
Marketing Strategy
CMO
Adapting

June 17, 2020

tech crunch: Long-term profitability is the only growth metric that matters

By Joe Yakuel

Your company’s one metric that matters (OMTM) shouldn’t be return on investment (ROI), return on ad spend (ROAS), net promoter score (NPS), brand affinity or one of the other sophisticated-sounding acronyms marketers use to gauge success.

Read More
Profitability
Marketing Metrics
Marketing

June 17, 2020

customer Think: Which Marketing Channels Are Customers Responding to During COVID-19?

By Saher Shodhan

There is no doubt that the COVID-19 pandemic has destroyed many lives and livelihoods, and it continues to do so in communities across the globe. While it is true that the full implications of this pandemic are still uncertain, its economic consequences have been significant.

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Marketing Channel
Customers

June 16, 2020

Business 2 Community: How to Boost the Productivity of a Remote Digital Marketing Team

By Dhruv Mehta

We all are going through a tough phase because of COVID 19. The virus single-handedly disrupted the regular activities of companies and in some cases, forced them to close all operations.

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Digital Marketing
Culture
Productivity

June 17, 2020

MarketingProfs: Three Best-Practices to Align Web Development With SEO

By Cyrus Shepard

Although search experts are the ones who determine the best strategies for organically ranking a website, the execution of much of that work is done by Web developers.

And that means your website's success relies on the two teams' maintaining a positive working relationship. That relationship is important when things are going smoothly, but it's critical when something goes wrong.

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Web Development
SEO

June 16, 2020

MediaPost: Search Marketers Focusing More On Conversion And Revenue, Less On Ranking

By Laurie Sullivan
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Revenue
Search
Marketing

June 17, 2020

The Enterprisers Project - Digital transformation: 7 signs your strategic plan needs an upgrade

By Mike Rulf 

COVID-19 has forced many organizations to implement and accelerate their digital transformation plans. But having a strategic plan isn’t the same thing as having a good strategic plan.

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Digital Transformation
Strategy

June 16, 2020

INSEAD: The Three Essentials of B2B Digital Transformation

By Joerg Niessing and Fred Geyer

The most common question we hear is, “Where do I start?” The answer is, “Where it makes the most sense from a customer’s point of view.”


Today we are witnessing a profound shift in how B2B leaders use digital to consume information, make informed buying decisions and engage with suppliers. Covid-19 has accelerated this shift, which will not abate when the pandemic recedes. Although the shift is easy to see, addressing it isn’t straightforward.

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B2B
Digital Transformation

June 16, 2020

The Enterprisers Project: Digital transformation: How to keep moving in tough times

By David. F. Carr

Whether because of a global health crisis or an economic shock, moments like the current one challenge digital transformation leaders to keep at least their most important initiatives alive — particularly those that hold out the promise of a relatively near-term payoff.

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Digital Transformation
Budgets

June 8, 2020

Ogilvy: Is Amazon a Brand or a Service? Can It Be Both?

By Antonis Kocheilas

In 1968, The Rolling Stones released one of their most well-known songs, featuring a famous lyric: “You can’t always get what you want / But if you try sometimes you might find you get what you need.”

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Brands
Service

June 15, 2020

builtin: NOISE IS OTHER MARKETERS

By Mae Rice

Apple has contributed a lot to American culture: the iPhone; the Mac; and, last but not least, some peace and quiet. It’s one of the few companies that don’t over-communicate — instead, it maintains a hushed air of mystery.

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Marketing
Communication

June 15, 2020

MARTECHTODAY: What’s Digital Asset Management and why are marketers adopting the technology?

By Pamela Parker 

Digital Asset Management platforms, often called DAMs, are software programs that store, organize and enable the more efficient use of an organization’s entire library of digital assets. A DAM is the “single source of truth” where marketers can find every relevant version of the media assets that have been created for the brand — images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats.

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Digital Asset Management
Martech

June 15, 2020

ClickZ: Omnichannel Through the Eyes of the Customer and the Impact on Martech

By Lisa Loftis 

Six years ago, John Bowen, then VP of Time Warner Cable, defined omnichannel marketing like this: “Omnichannel is viewing the experience through the eyes of your customer, orchestrating the experience across all channels so that it is seamless, integrated and consistent.” While marketers and CX leaders have been diligently working on “seamless and consistent,” less attention has been paid to the “through the eyes of the customer.”

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Martech
Omnichannel
Customer Experience

June 15, 2020

MarketingWeek: How brands can prove the ROI of images and videos

By Angela Rumsey

Images and videos are becoming more important for effective marketing and spend on them is going up, but marketers struggle to calculate their ROI. Here’s how they can do it.

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ROI
Images
Video

June 15, 2020

MARKETINGDIVE: 3 months in, how COVID-19 has permanently changed marketing

By Peter Adams

CMOs are already applying some hard lessons learned in the pandemic's early days to other crises, such as the current protest movement — but some of their confidence might be misplaced.

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Customer Experience
Agile
Marketing

June 15, 2020

ITProPortal: Breaking down the barriers of digital change

By Andrew Barlow 

Organisations across the globe are embarking on digital transformation projects, but 70 per cent of them are still failing. Why?

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Digital
Culture

June 15, 2020

ClickZ: The power of product + marketing

By Peter Klayman

30-second summary:
• Positioning your brand’s mobile app as a centerpiece to in-flight marketing campaigns is essential for maximizing application conversion, engagement, and retention metrics.
• Take a long, hard look at how your brand’s product and marketing teams are, or aren’t, working together. This could potentially be the gap that’s causing your brand to fall short on digital ambitions.
• Marketing teams are now able to deliver targeted emails that have embedded functionality in them that feels more like a web or mobile app than a standard email. This is something marketing teams need their product teams to build and support.

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Digital Marketing
Martech

June 11, 2020

Marketing Land: Text messaging is the most effective marketing channel most retail brands aren’t using

By Greg Sterling 

Average email open rates for retail marketers are just over 18%, but more than 90% of text messages are opened by recipients – typically within minutes. Even as messaging is gaining in popularity as a marketing channel, it’s still woefully underutilized by the majority of retail marketers.

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SMS
Marketing Channel

business.com: 3 Ways Companies Have Used a CDP for Personalization

By MATTHEW BERGER

Personalization at scale is now the holy grail of digital marketing, and companies need to find better ways to do it to keep pace with the competition. One of the biggest obstacles to personalization, however, is inaccurate or incomplete customer information being used as the foundation for an individual customer’s experience in the moment.

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AI
Digital Marketing

June 5, 2020

MARTECHCUBE: 3 Ways Companies Have Used a CDP for Personalization

By MATTHEW BERGER

Personalization at scale is now the holy grail of digital marketing, and companies need to find better ways to do it to keep pace with the competition. One of the biggest obstacles to personalization, however, is inaccurate or incomplete customer information being used as the foundation for an individual customer’s experience in the moment.

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CDP
Personalization

June 4, 2020

KOMARKETING: 94% of B2B Companies See Sales and Marketing Improve from Data Quality Investments

By KRYSTLE VERMES

Data and analytics have made it easier for marketers to target customers and prospects, and new research shows that B2B organizations remain dedicated to utilizing this information at their fingertips.

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Data Quality
Marketing
Sales

June 5, 2020

ClickZ: AI in martech - Five problems it solves for marketers

By Tereza Litsa

30-second summary:
• Personalization combined with AI can help you make the most of all the data you are collecting. It allows you to be more strategic with your tactics that will bring you closer to your objectives.
• Social media posts, mentions, reviews can all contribute to the overall sentiment analysis. AI can help you filter all the feedback to organize the themes you need to focus on.
• Instead of looking at different tools in silos, you are able to build a holistic overview of the customer experience. Relationship management can be easier when combining automated journeys, predictive analytics and segmentation that can improve the customer experience.
• The idea of ‘buy-side AI’ uses AI platforms to focus on the key data that will lead to success. In other words, it can analyze consumer data in real-time to improve your bidding results.
• What’s important is to introduce AI to our marketing stack as the solution to several of our current problems. Despite the challenges, having additional help that goes beyond the human eye can lead to many benefits.

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AI
Personalization

June 4, 2020

Martech Today - How a CDP can help reduce ad spend, drive revenue and build trust with customers

By Amy Gesenhues

As brands are forced to go all-in on their digital efforts in light of COVID-19, the need to tie-together customer data is more urgent than ever.

“The current environment is one of the most challenging and interesting times for managing customer experiences,” said Elizabeth Marshall, director of solutions consulting for the CDP solution Tealium. According to Marshall, customer expectations are high and traditional consumer engagement trends are changing rapidly — forcing brands to adopt a digital-first approach.

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CDP
Ad Spend
Trust

June 4, 2020

MARTECHSERIES - Marketing’s Role in Digital Transformation: Why Sales Owns the Last Mile

By Mike Orr 

This is the last in a series of articles on the largest change to Marketing since the rise of the internet. We are now facing the last mile of relationship transformation between buyers and sellers that began with broad access to digital content. Marketing has been at the forefront of this change – first in creating digital experiences with the content on the web and email and eventually tying those digital channels together using Marketing Automation. Marketers are now facing the cold reality that the returns on automation are rapidly declining. What’s next?

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Digital Transformation
Marketing
Sales

June 4, 2020

THE ENTERPRISERS PROJECT- Digital transformation: 3 ways to make room for experimentation

By David. F. Carr

By definition, digital transformation means using digital technologies to do business differently and to create new digitally enabled products. That can only happen if the organization is willing to try new things, including many that won’t pan out. Room for experimentation should be part of your digital strategy and digital platform.

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Digital Transformation
Experimentation

June 4, 2020

MarketingDive: 66% of marketers expect to increase programmatic ad spending, survey finds

By Dianna Christie

Dive Brief:
• Sixty-six percent of marketers expect that their programmatic advertising budgets will increase in the coming months, according to a new study from Ascend2 shared with Marketing Dive. "The State of Programmatic Advertising" report is based on survey conducted the week of May 4, 2020 that had 264 respondents.
• Audience targeting was named the most effective tactic by 73% of respondents when queried about how to drive positive results from programmatic ads. Keyword targeting was named by 41%, retargeting by 27%, contextual targeting by 26% and geo-targeting by 22%.
• On the topic of metrics, 60% said return on investment (ROI) is the most important metric they measure, while 38% pointed to return on ad spend (ROAS) as the most important. Thirty-four percent put click-through-conversion (CTC) at the top of their list.

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Programmatic
Advertising
Marketing Spend

June 2, 2020

The Drum: The coronavirus will not ‘change marketing forever’

By Samuel Scott

That result will surprise many. Hannes Weissensteiner, a managing partner at Artefact, wrote that “traditional marketing will finally die.” eMarketer principal analyst Victoria Petrock thinks businesses will use virtual reality to hold events and conferences.

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Marketing

June 2, 2020

KOMARKETING - Study: 70% of Marketers Using Advanced Personalization Seeing 200% ROI

By KRYSTLE VERMES

As more marketers turn to personalization to resonate with their target audience, new research shows that it’s already paying off for those who have implemented it into their strategies.

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Personalization
ROI
Customer Experience

June 3, 2020

ClickZ - Key Insights: Marketers pivot strategy to change, microscopic view of ad spend, and more

By Kamaljeet Kalsi

30-second summary:

- There’s no doubt that brands will be judged for a long period on the basis of their sensitivity and approach towards the COVID-19 situation

- 21% of marketers pulled creatives to prevent looking insensitive

- Social media ads saw the biggest set back while print and TV ads followed

- Top three marketing technologies that are winning attention are Content & Experience, Data, and Advertising

- TapClicks predicts increasing partnerships between telehealth businesses and Insurance companies

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Marketing Strategy
Marketing Spend
Creative

May 29, 2020

DestinationCRM - Zero-Party Data: Personalization and Privacy Can Coexist

By Phillip Britt

Zero-party data, the personal information that customers intentionally and proactively share with companies, can be a boon for marketers if they leverage it correctly. But if they don’t follow best practices, marketers can also risk driving customers away.

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Zero Party Data
Privacy
Personalization

June 3, 2020

SmartBrief: Marketing during coronavirus: Psychologists can help

Hillary Haley, Ph.D.

Brands were right there with us during the first eight weeks of the coronavirus pandemic.

Telling us they cared and proving it. They repurposed factories. Made record donations. Secured employee protections. Set up thoughtful policies for vulnerable populations.

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Marketing
Marketing Strategy

June 1, 2020

Talk CMO: Marketing and Sales Alignment During the Pandemic

By Debjani Chaudhury 

COVID-19 disrupted marketing schedules, customer communications, priorities, and supply chains. Marketing plans have got pushed off the shelves, along with 2020 marketing forecasts.

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Marketing
Sales
Marketing & Sales Alignment

June 1, 2020

Marketing Land: Your customers aren’t interested in your COVID messaging anymore, what now?

By Greg Sterling

As early as mid-April, roughly three weeks into state lockdowns, there was evidence of COVID-fatigue showing up in audience-engagement data from Chartbeat and Taboola, as well as survey data collected by the Harris Poll (for GCI Health) and communications firm Mitto. The Harris survey found that 93% of respondents were interested in hearing about non-COVID topics and that 66% were feeling overwhelmed by all the coronavirus coverage. Roughly 40% wanted to see “stories of hope and inspiration” instead.

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Messaging
Marketing
Crisis

June 1, 2020

kinaxis - The challenge of digital transformation: Don't repeat the past

By Sarah Harkins 

We’ve often said that digital transformation isn’t just about changing technology. Transformation changes work flows, organizational structure and work culture. When done well, it can lead to dramatic performance improvements. But change is a challenge for employees who are stuck using the very legacy processes and technology that transformation is meant to improve.

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Digital Transformation
Culture
Organization Design

June 2, 2020

WHICH-50: There Is A Gap In How You Measure Martech

 By Colin Reid

The success of digital marketers depends on martech but we need to be better at measuring value.

Technology by itself does nothing but as digital marketers our success depends on it. How you utilize and measure your martech determines how successful you and your organization will be.

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Martech
Value
ROI

June 2, 2020

The Drum: 1-800-Flowers has mastered the art of ‘smart gifting’ – and business is blossoming

By Imogen Watson

As the largest gifting retailer in the US, 1-800-Flowers.com has a long history of making gift making more agile – it’s in the name.

Over its 40 years in the business, the gift delivery service has banked a number of tech firsts. It was the first partner of CompuServe in 1992, the first merchant partner of AOL in 1994, and it was the first floral industry to launch a mobile gift centre on Blackberry smartphones in 2008.

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Digital
Innovation

June 2, 2020

resourcebase:Join the minority of marketers!

The majority of marketers (53%) can't find stuff fast enough – and 90% say that damages morale and creativity.

And the latest analysis by London Research, derived from 700 global brand managers last month, says silos of separate marketing assets “destroys agility and creates danger.”

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Marketing Operations
Martech

May 29, 2020

ADWEEK: 4 Emerging Trends Marketers Are Leaning Into Right Now

By Heide Palermo & Jeremy Schumann

Key insights:
• Quickly reacting to cultural moments is just as important to consumers as production value.
• User-generated content has been an underutilized tool for marketers.
• Competition in the digital experiences space is intense, so brands need to find ways to stand out.
• Consumers are looking for optimism from brands.

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Brand Marketing
Trends

June 1, 2020

The Drum: CMOs accept data ethics falls on their shoulders, but brands’ policies are lacking

By Rebecca Stewart

74% of chief marketing officers believe that data ethics will become more important to their role in the next five years. However, even though issues around data collection and privacy are climbing up the agenda in brand boardrooms, just 48% of advertisers have an official data ethics policy.

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Data
Ethics
CMO

May 27, 2020

Econsultancy: Consumers look to brands with new creative purpose

By Brett Zucker 

May you live in interesting times.” This old adage might sound like a blessing, but it’s actually intended as a curse. And yet, the most “interesting” periods of human history are also responsible for sparking incredible acts of creative expression.

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Brands
Creative

May 29, 2020

SmartBrief: Video marketing is the future of content marketing

By Gaurav Sharma

In 2018, about 85% of all internet users in the US watched videos online.

A survey from Wyzowl, found that in 2019, 95% of marketers were planning to increase their video marketing budgets for 2020.

These statistics clearly point towards an increase in the interest in videos. But why are marketers inclined to create more video content and use it for their content marketing efforts?

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Marketing Strategy
Content Marketing
Video
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