While there are many variables that marketers examine when shopping for tech partners, one area that’s particularly critical for vendors is having the ability to leverage data in real time.

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The controversy over the alleged use of inappropriately obtained Facebook data by Cambridge Analytica is thrusting privacy advocates into the media limelight as the industry, regulators, legislators, and the general public struggle to understand the issue.

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The use of ad blockers is continuing to grow at a rapid pace. While ad blockers may be causing frustration for many marketers, some firms are embracing the technology by launching novel web browsers or by providing perspective on how to engage individuals who have opted out of receiving advertisements.

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Recent allegations that Cambridge Analytica improperly obtained data on 50 million Facebook users caused shares of the social media company to recently register its largest daily decline since 2012.

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Although some advertisers are paring down their vendors to cut costs, overall spend on marketing technology is likely to keep growing.

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Long gone are the days of blindly spending marketing dollars without a data first mindset to clearly calculate and prove you are driving a return on your marketing investment (your “ROMI”).

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When Paul Gottsegen grabbed the CMO reins at Mindtree in 2013, he noticed a major deficiency in both himself and his team—there wasn't a single marketing technologist among them. Throwing down the gauntlet, Gottsegen shocked his team by mandating they all become more tech-centric since until that point, "everybody thought that was someone else's job." 

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The Artificial Intelligence (AI) wave is rolling across the industry and, for CMOs who intend to stay two steps ahead of their competition, now is the time to get started with this new capability.

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Blogging is the best strategy to build awareness for a brand and generate leads. But it can be frustrating when you don't see any results or growth even though you continuously publish content on your blog.

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Marketers are always on the hunt for data that can improve their audience-buying strategies, but many find their campaign reports to be wanting.

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Get ready for the next evolution in marketing, one that will be as “fundamentally transformative” as mobile channels were to marketing in the past decade, according to Forrester VP and principal analyst James McQuivey.

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From adapting to new structures and implementing completely new ways of working, four senior marketers reveal the trials and tribulations of innovating in order to adapt their teams to the ever-changing B2B marketing landscape.

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Retargeting and remarketing are growing in popularity as ecommerce firms roll out new services and brands seek to boost sales with strategies that offer high ROI.

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Increasing efforts to provide personalized marketing rather than segmenting target audiences are having a widespread influence across the industry.

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Marketers want to personalize their messaging, but they struggle to find the right technology to do so.

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Online marketing has changed a lot over the last few years. The paradigm has shifted, and what worked for you last year won't work for you this year. What got you to this point won't get you to where you want to be, and your job as an entrepreneur is to keep up with this change.

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Customer experience. I am sure you’ve discussed improving your CX at least once this year—and if you haven’t you probably should. The truth is, 2018 is the year of the customer experience and customer satisfaction. Why? According to Salesforce, 75 percent of consumers expect a consistent experience wherever they engage and 87 percent of consumers think brands need to do more to provide a seamless experience.

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Despite all the technological advances that digital publishing has achieved over the past two decades, slow-loading content remains one of the industry’s biggest scourges.

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Emerging technologies coupled with digital data are making it easier for B2B marketers to identify businesses and their buying intent.

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Shoppable content appears to be growing in popularity with publishers and retailers while also raising questions regarding writers’ objectivity.

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On an average, an office worker receives 121 emails per day. Not all emails get read, let alone responded to. So how can you – the marketer - stand out in the inbox? One possible answer is interactive emails. Reports show that interactive email content increases the open rate by 73%.

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Content has become a pillar of business-to-business (B2B) marketing. It can drive leads and enable buyers to self-educate along the path to purchase. In recent years, investment in content marketing has increased as more B2B leadership teams buy in to the programs.

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Some marketers feel unprepared to use artificial intelligence (AI), and the biggest obstacle preventing them from adopting the technology is integrating it into their everyday workflow.

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We’re past the stage where “mobile-friendly” is enough. It’s time to put your mobile users’ needs first.  It’s time to think “mobile first”.

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The combination of the Cambridge Analytica scandal and the European Union’s General Data Protection Regulation (GDPR) has prompted Facebook to ban the use of third-party data when advertising on the company’s social media platform.

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If you work in a business to business market you’ll realize the importance of carving out a niche in an increasingly crowded global marketplace, but you might lack focus when it comes to defining a B2B marketing strategy.

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Virtual reality and augmented reality have been off to bumpy starts.  Technology for virtual reality (VR) is expensive, the headsets are bulky and require users to be tethered to computers, and users can suffer from motion sickness. Despite those concerns, however, venture capital for augmented reality (AR) and virtual reality (VR) firms has nearly tripled since 2015, according to the VRVCA VR/AR Global Investment Report & Outlook (PDF).

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2017 was a year for the books in advertising and as the year comes to a close, we are now moving past one of the most developmentally impactful periods for the advertising industry as a whole. The year saw numerous changes in the space (think advancements in mobile web, the AI/VR movement, booming online video content and, for the first time ever, digital ad spend surpassed traditional TV) and the future of the industry is clear:  2018 will focus on the power of digital.

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It’s that time of the year again. Adobe Summit is in full swing in Las Vegas.  And for the fourth year in a row, Constellation Research founder Ray Wang and Adobe Experience Index principal analyst Tamara Gaffney took to the stage to talk about the top trends experience makers can expect over the next year. Their predictions are based on a survey of 1,000 people in the United States.  

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Some marketers are taking a wait-and-see approach to voice search technology. Even though voice search product sales have been growing rapidly, the technology may still need time to advance before it can be used for pitching products and services.

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The use of ad blockers has increased a lot over the years, with a 30% global jump in 2016. Experts anticipate that savvy consumers will continue to opt out of browser ads, which presents a significant challenge for brands that rely on web advertising.

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The New Year is about resolving to make improvements in life and in business. Improving lead quality is one of the biggest challenges for any business-to-business (B2B) lead generation program. Here are my top three lead nurturing strategies for the new year.

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With content being the driving force behind most companies today, the need to properly manage it has never been higher. Here's why content should be your first consideration when you're looking for a digital asset management solution.

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The relentless pace of innovation is resulting in email quickly becoming a destination for individuals rather than an entryway into the overall customer journey.

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The new year is a time of reflection and planning for the year ahead. With 2018 underway, staying at the forefront of the rapidly evolving digital marketing landscape is top of mind for marketers. One topic that continues to come up as a priority for our industry is personalization.

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Marketers rely on a wide range of technologies to measure their digital ad effectiveness, from data management platforms (DMPs) to marketing automation.

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