July 31, 2020

Search Engine Land: Will Google’s Ad Disclosure schema catch on?

By Ginny Marvin 

Google announced some updates to how it plans to inform users about the ads they see, including a new type of schema, as well as the latest on Privacy Sandbox proposals to manage ad serving, measurement and more without third-party cookies and cross-site tracking on Friday.

Read More
Marketing
Privacy

August 3, 2020

The Enterprisers Project - Digital transformation strategy: 10 questions to ask about yours now

By Stephanie Overby

Whether you’re putting together your digital transformation strategy from scratch or revisiting the plan in light of disruption, try to start from a point of curiosity. The most effective digital transformation strategies begin not with a slew of answers but with asking the right questions.

Read More
Digital Transformation
Strategy

August 3, 2020

SmartBrief: The future of e-commerce is social media

By Franklin Chu 

The recent launch of Facebook Shops is taking on Amazon and Google by blending e-commerce with the world's biggest social media platform. The timing is perfect, as many consumers remain homebound during the pandemic, and turn to digital sources to shop and stay social.  Learn how Facebook Shops could evolve by following in the footsteps of China's wildly popular WeChat social commerce platform -- and how U.S. and foreign retail companies can benefit. 

Read More
Marketing Strategy
eCommerce
Social Media

July 20, 2020

B2B Marketing: Digital has changed the role of sales enablement

There is now a clear drive by companies in most B2B sectors to optimise the customer experience, leading to digital content marketing processes such as customer intelligence and analytics, deeper persona research and personalisation, and interactive media.

Read More
B2B
B2B Marketing
Sales Enablement

July 22, 2020

Search Engine Land: How and where to fight for your marketing budget

By Adam Edwards

Though digital marketers felt pressure before to justify their marketing spend, this is a whole new ballgame. Marketing is often an easy target for cost-cutting because of how frictionless it is to adjust course quickly. There’s often no contract or penalty for reducing ad spending, but that doesn’t mean there aren’t consequences for doing so. Will cutting spend in top-of-funnel and brand marketing while maintaining only the areas of highest direct ROI help in the short term, but leave the business less competitive in the long term?

Read More
Budgets
Marketing
Marketing Spend

July 20, 2020

marketing TOOLBOX - Marketers, Don’t Ditch Your Event Strategy: 5 Tips to Improve Digital Experiences

By Matthew Baier

Why digital experiences must evolve to compensate for the lack of offline opportunities and meet today’s high consumer demands, writes Matthew Baier, CMO and COO of Contentstack.

As we enter months of a socially distanced world, digital experiences have begun their evolution to compensate for the lack of offline opportunities, hoping to meet today’s high consumer demands.

Read More
Marketing Strategy
Event
Digital Experience

July 22, 2020

MARTECHTODAY - Virtual Events: What We’ve Learned

By Chris Elwell


The number of organizations producing virtual events exploded as COVID-19 spread. Innovation has been rapid. Results have been mixed.  
After producing two large virtual events for the martech and search marketing communities, with another martech event planned for this fall, we’re beginning to answer some questions about the characteristics and capabilities of the medium and its ability to satisfy the needs of attendees and exhibitors/sponsors. 

Read More
Event
Innovation

July 22, 2020

adexchanger: What The Inventor Of The Shipping Container Can Teach Us About Platform Data

By Ruben Schreurs

In the early 1950s, Malcolm Purcell McLean stood in a massive line of trucks waiting to be offloaded by dock workers. The tedious process involved buckets of sweat and universal backache for the many men that formed the highly unionized dock crews.

Read More
Data

July 22, 2020

The Drum: Mapping your marketing to the ‘next normal’

We are all still in the throes of the pandemic and there is no real end in sight. In this ever evolving, ever changing marketing landscape, there is no certainty as to what our new future is going settle down to look like.

Read More
Marketing
Digital Marketing
Brand Purpose

July 22, 2020

business.com: How to Measure ROI for Digital Marketing Campaigns (and When You Shouldn't)

By Adam Uzialko

Digital marketing campaigns are an important part of business, though it can be challenging to measure ROI. In some cases, measuring ROI prematurely is counterproductive.

Read More
Digital Marketing
Marketing Performance Management
ROI

July 22, 2020

AiTHORITY: Mapping Your Digital Transformation Journey- Stages Of Digital Maturity

By Dinesh Varadharajan

As the leader of a digital transformation strategy, you kickstart the digital transformation journey with a solid plan. But rarely do things go as you expect.
Hiccups and roadblocks catch leaders off guard and make them feel like they are constantly recalibrating their goals. At times, leaders feel lost and disoriented and need to evaluate how far they have reached in the journey.

Read More
Digital Transformation

July 20, 2020

destinationCRM: Seamless Customer Experiences Require Simplified Operations, CX Network Speaker Contends

By Phillip Britt

Simplified contact center workflows provide better experiences for both customers and employees, Ed Creasey, Calabrio's director of pre-sales, said during last week's CX Network Contact Center seminar.
"What were simple customer journeys have become complex and convoluted. We can deliver great customer experiences by getting the workforce experience right. If we get workforce experience smart and personalized to our employees, then they can give a great customer engagement. But it has to be easy."

Read More
Customer Experience
Symplification

July 21, 2020

adexchanger: Coca-Cola Mulls Balance Between Marketing Efficiency Vs. Growth

By James Hercher

Coca-Cola will overhaul how and how much it spends on marketing coming out of the pandemic, executives told investors on the company’s earnings report on Tuesday.

Read More
Growth
Marketing Spend

July 20, 2020

Digital Commerce 360: How microsegmenting boosts B2B conversion rates

By Cate Flahardy

By marketing to B2B customers in smaller segments based on a broad range of criteria—including buying behavior and aspirations as well as traditional demographics—B2B marketers can be far more successful in converting prospects into buyers, Forrester Research says in a new report.

Read More
Segmentation
Conversion

July 20, 2020

Warc: How Walmart keeps its messaging relevant in a time of disruption

Walmart, the retailer, is aiming to mix cultural and contextual relevance, providing inspiration and supporting a sense of community in its messaging as it responds to the rapid evolution of consumer needs.

Read More
Messaging
Marketing

July 19, 2020

MediaPost - Study: Half Of Brand Marketers Felt Dissatisfied With Their COVID-19 Responses

By Richard Whitman 

Roughly half of brand marketers during the pandemic reported feeling “paralyzed”  about how to engage consumers or were dissatisfied with their efforts, according to a survey commissioned by Forsman & Bodenfors, part of MDC Partners.

Read More
Marketing
Brand Marketing

July 21, 2020

Forbes: How CDPs Can Finally Deliver On Early Promises

By Michael Schoen

In the 2006 cult comedy Idiocracy, Luke Wilson’s character wakes up from a 500-year slumber to a society where people are idiots, commercialism is rampant and the world’s crops are irrigated with sports drinks. To be identified in that world, people register with the Identity Processing Program of America and have their name tattooed on the wrist. The speech-recognition interface of the tattoo machine doesn’t mess around, and Luke’s character stumbles over his answers and becomes known in the movie as “Not Sure.” If you don’t know that movie, please make time for it. It’s fun — and a bit of an eye-opener too!

Read More
Customer Data Platform

July 21, 2020

BEST MEDIA INFO - Brand awareness: Importance of balancing sensitivity with digital marketing

By Amol Roy

Covid-19 has taken the whole world by storm. Businesses across the globe are scrambling to manage the emerging crisis. The present scenario has shifted not only business trends but also consumer priorities and the entire marketing landscape.

Read More
Brand Awareness
Digital Marketing

July 21, 2020

MarketingProfs: Programmatic Advertising Trends: Top Tactics, Challenges, and Metrics

By Ayaz Nanji

Marketers say audience targeting is both the most effective programmatic advertising tactic and the most difficult to execute, according to recent research from Ascend2.


The report was based on data from a survey conducted in May 2020 among 264 marketers (41% work for B2C firms, 34% for B2B firms, 25% for hybrid firms).

Read More
Programmatic
Advertising
Trends

July 20, 2020

mediatel news: How agile data and persuasion will help brands lead us to recovery

By Jennie Roper 

In the current uncharted territory we find ourselves in, historic trend data is less than helpful, writes Kinetic's Jennie Roper. The opportunity is for brands to now use messaging to shape future consumer purchasing behaviours.

Read More
Data
Agile

July 20, 2020

business2community: Content Marketing: A Step-by-Step Guide to Lead Generation

By Sumeet Anand

Are you having a hard time using content marketing to generate quality leads for your business?

Great content helps you draw in traffic through which you can generate leads. And, quality leads help you market your products and services with ease.

Read More
Content Marketing
Lead Generation

July 20, 2020

The Enterprisers Project - Digital transformation ROI: 7 ways to improve

By Stephanie Overby

Worldwide spending on digital transformation technologies and services will reach $2.3 trillion in 2023, forecasts IDC in its Worldwide Semiannual Digital Transformation Spending Guide. That will mark an important milestone, notes Craig Simpson, research manager at IDC’s Customer Insights and Analysis Group: It will be the first time digital transformation will account for the majority of IT spending (53 percent) in the IDC forecast.

Read More
Digital Transformation
ROI

July 20, 2020

MediaPost: Drive Action Through Marketing Data By Giving It Meaning

By Sarah Eaton 

How often have you created a report that served up shiny, impressive statistics only to see those results not translate into action from decision makers and stakeholders? Raw data, month-over-month comparisons and even key performance indicator (KPI) goals won’t necessarily earn buy-in from leadership. Giving meaning to marketing data by connecting the dots across channels helps prove the value in a diverse set of tactics, and guides future decision making.

Read More
Analytics
Marketing Data

July 14, 2020

destination CRM: Why Marketers Should Make Brand Building a Priority in 2020

By David Hohman

As the digital landscape has expanded in recent years—along with the variety of advertising opportunities within it—many marketers have fallen guilty to prioritizing short-term marketing schemes over long-term brand initiatives in the pursuit of quick business wins. Given Forrester’s forecast that CMOs are currently fighting for survival, this shift in tactics makes sense; marketing executives need timely turnarounds on their efforts in order to demonstrate the value they’re delivering to their companies.

Read More
Marketing
Branding

July 15, 2020

AdAge: 10 MAJOR ISSUES DIGITAL MARKETING MAY FACE IN THE FUTURE

Digital marketing has become the go-to advertising strategy for many businesses. The return on investment is unmatched, and it offers a unique way to interact with customers. However, despite being such a pivotal part of many businesses' marketing strategies, digital channels face their own challenges.

Read More
Digital Marketing
Marketing

July 17, 2020

MOZ - Core Web Vitals: The Next Official Google Ranking Factor - Whiteboard Frida

By Cyrus Shepard

There's a new ranking factor in town: Core Web Vitals. Expected in 2021, this Google-announced algorithm change has a few details you should be aware of. Cyrus Shepard dives in this week on Whiteboard Friday.

Read More
Core Web Vitals
SEO
Search

July 16, 2020

MediaPost: 'S' In SEO Now Means Stronger Brand Awareness, Reputation Tool

By Laurie Sullivan 

SEO has emerged from being a traditional site-traffic building tool to one that is more often viewed as a marketing tool for building brand awareness and brand reputation, according to analysis released Thursday by Forrester.

Read More
SEO
Search
Branding

July 16, 2020

CMSWire: Where Customer Experience Goes, Governance Must Follow

By Lisa Loftis

These challenging times have upended the way companies do business and put many marketing initiatives for 2020 on hold. Yet personalizing interactions, meeting customers in their moments, acting with empathy — these hallmarks of great customer experiences shine even brighter in times of crisis.

Read More
Customer Experience
Governance

They may be on to something... Post-pandemic consumers will reward companies that kept advertising. Plus the data shows that companies that stay the course during a disruption recover faster and gain marketshare.

July 15, 2020

AdAge: HOW AMAZON AD SPENDING WENT FROM $30,000 TO $11 BILLION

By Bradley Johnson

Earth’s Biggest Bookstore is in a prime position to be Earth’s biggest advertiser.

Amazon swept past Comcast Corp. to become top U.S. spender in the Ad Age Leading National Advertisers report and ranking, released this week—and the omnipotent, omnipresent retailer could displace Procter & Gamble Co. as top global spender when Ad Age ranks the World’s Largest Advertisers later this year.

Read More
Ad Spend
Advertising

Critical to understand cycle times for marketing activities to properly estimate work and resources required.

July 15, 2020

Marketing Land: Agile estimation techniques help marketers manage workload

By Stacey Ackerman 

After working with many teams in both software and marketing there’s a fundamental difference I’ve observed – most marketers don’t estimate their work. I’ve also noticed that marketers are more deadline-driven and over-stretched compared to their software counterparts.

Read More
Agile
Marketing Operations

July 15, 2020

MediaPost: ANA Finds Content Marketing Budgets Rose Sharply Prior To COVID-19

By Steve McClellan 

Content marketing budgets were growing at a rapid clip, according to a report issued by the Association of National Advertisers today.
The report, based on pre-Covid-19 research conducted last year found that over the previous two years content marketing budgets were up 73% on average.

Read More
Budgets
Content Marketing

July 14, 2020

MARTECHSERIES: Invest in Operational Foundations to Achieve Impact in our New Marketing World

By Sam Melnick 

This spring was one that we weren’t expecting in the marketing world. We all spent time meticulously planning campaigns, events, and organizing budgets to support our 2020 goals, and in what seemed like overnight, everything changed. Marketers were forced to quickly pivot not just plans but goals and teams as well.

Read More
Marketing
Budgets

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.

Read More
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.

Read More
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. 

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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

Read More
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. 

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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.

Read More
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?

Read More
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.

Read More
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.

Read More
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.

Read More
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).

Read More
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.

Read More
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.

Read More
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.

Read More
Web Development
SEO

June 16, 2020

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

By Laurie Sullivan
Read More
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.

Read More
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.

Read More
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.

Read More
Digital Transformation
Budgets
Copyright © 2020 Marketing Operations Review, a Blue Leopard LLC Company