Scott Brinker: “Times are stressful, but this is the state of modern marketing now – let’s just embrace it”

The Marketing Technology Landscape, the ultimate who's who of the martech space from social to data and everything in between, is otherwise known as the Martech 5000. Yet that moniker, while memorable, soon became a touch mistaken as ever more companies joined the party. For the 2020 edition, published in April, there are now 8,000 vendors listed.

There was, however, plenty of interest between the lines. Data vendors saw a 25.5% growth since 2019, while management platforms saw a...

2 December 2020 | Advertising Technology

The martech divide: How much should you invest in tech versus marketing talent?

What does your organisation prefer: talent, or tech? According to a new report the majority of companies say marketing talent is more important - but they're not putting their money where their mouth is.

The study, The State of Martech 2020/21 by Clevertouch Marketing, polled 200 senior marketers across the UK, US and EMEA. Almost three quarters (72%) of respondents said talent was more essential than technology, but more than half (53%) said they spent more money on their stack....

30 November 2020 | Advertising Technology

Getting marketing automation right: Conversion and segmentation – and the workflows required

Session The case for marketing automation continues to prosper. Capturing leads and organising prospects in the back end, not to mention enhancing the front-facing customer journey, is important: according to Invesp, automation can drive up to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overheads.

Marketing automation workflows can work in three primary ways; to build relationships, improve engagement, and increase revenue. An automated workflow will...

9 November 2020 | Automation

Content creators: Here’s how to monetise digital content effectively

Sponsored If you’re a digitally transformed organisation in the brand, publishing or broadcasting space, or any digital content creator for that matter, chances are you’ve discovered that while having a digital content strategy and a platform to share it is one thing, monetising all that great content is another matter.

For digital content creators, monetising digital content is the last great hurdle on the journey to sustainability, with traditional revenue-generating...

2 November 2020 | Advertising

Reaching customers where they are with Facebook’s click-to-Messenger ads: A guide

For years, marketers have pushed messages out to their customers and then sat back and hoped for a response. This form of “conversation” is incredibly limiting because it’s one-way — customers can’t tell you why they ignored an ad or responded to a call to action. That’s all changed with the arrival of Facebook’s click-to-Messenger ads.

These ads send users into a Messenger conversation with your business with a call to action that reads, “Send Message.” They are...

26 October 2020 | Automation

Four ways AI can help you keep pace with changing consumer behaviours

Consumer behaviour looks entirely different than it did a year ago. Lockdowns and shelter-in-place orders gave people more time to browse online, discover, and fall in love with existing and new brands. More than ever, consumers expect relevancy — and their tolerance for unpurposeful experiences has plummeted.

In other words, spray-and-pray marketing tactics no longer work. Burying consumers in content also won’t work. Loyal customers don’t want every last bit of your...

21 October 2020 | Automation

How to clean up with the right dashboard strategy: Turning marketing data into business insights

Data and analytics are designed to drive revenue and provide the insights necessary to grow an organisation’s bottom line – guiding key decisions, identifying new customers and determining what is working and what is not. And while data has always been an important part of a business’ strategy, with the increase of digital marketing and increased multi-channel tactical execution, it is more essential than ever before.

What some businesses might not realise, however, is that...

19 October 2020 | Automation

Why digital marketers have to keep up with emerging tech to stand out

The internet is having a moment. Forcing most of the developed world inside and online this year has officially pushed us into the next digital evolution. Among other technologies, augmented reality (AR) is on the rise. Digital marketers need to be aware of AR's vast capabilities in order to reach today's media-bombarded customers in new and exciting ways.

Augmented reality makes perfect sense in scenarios when consumers want to try goods on themselves: makeup, clothing,...

30 September 2020 | Advertising

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

30 September 2020 | Automation

Why R&D is ‘the wind beneath marketing’s wings’ at Coca-Cola: AI, analytics, and more

Session Even if you are one of the biggest and most recognisable brands in the world, it never pays to stand still.

Coca-Cola is a particular case in point. For years, the soft drinks behemoth regularly topped the charts as the world's most valuable brand. Yet in 2013, according to Interbrand's rankings, Apple took Coca-Cola's crown, ending its 13-year unbroken stay at the top and moving it down to third, behind Google. As of 2019, Apple and Google remain one and two, with...

24 August 2020 | Automation