Navigating the programmatic turn in content distribution
Content is now a permanent fixture of the digital enterprise. Whether in-house or through third-party studios, whether as a C-level...
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Look internally to achieve external marketing impact and better results
Marketing is arguably the profession going through the biggest transformation, with the most potential to boost a company’s revenue...
Building an Amazon Alexa Skill is so easy, Grandma can do it
Amazon devices with the Alexa agent Last holiday season, the Amazon Echo was at the top of everyone’s wish list. Amazon sold a lot more...
The name is Bot, Chatbot: How to shake up conversions with stirring conversations
Think back to five short years ago: Facebook IPO’d; Oxford American Dictionary named “gif” its word of the year; and your only options to...
Is your demand-side platform real or fake?
I previously covered why marketers should demand transparency from their partners. Transparency is an unstoppable force because it roots...
A billion reasons why loyalty marketers need customer identity
Depending upon what side of town I’m on, it’s 74 times the value of the home team, the Chicago White Sox, or 37 times the value of the...
Rented media: When paid and owned media combine
What was once taken for granted as free access and unfettered distribution to brands’ audiences is now increasingly being charged for....
How marketers can finally bring the ‘personal’ to personalization
According to TechTarget, the marketing definition of personalization is “a means of meeting the customer’s needs more effectively and...
B2B applications of AI in marketing: Two use cases that matter
As I wrote recently in MarTechToday, most AI in marketing applications are focused on B2C use cases, many of which we’re very familiar...
People-based marketing requires good people
People-based marketing is grounded in the ability to really know the person to whom you are marketing. It’s not a new concept. From its...
Imagining the possibilities of marketing and artificial intelligence
Consolidation is inevitable, no doubt, but I suggest that ad tech is evolving. Anyone who says that ad tech is dying is simply looking in...
Social media automation: Oxymoron or godsend?
ever-changing user preferences and platform features. All of this can make automation (the idea of “set it and forget it”) feel like a...
What’s the future of modern commerce? Or, why did Amazon buy Whole Foods?
Many speculate that Amazon did so to thwart the mounting offensive from traditional retailers. As the news of the Amazon/Whole Foods deal...
Calling all B2B sellers and marketers: Business as usual is holding you back
But when it comes to the collaboration between sales and marketing — which often is effectively nonexistent — it’s amazing how many...
Force-feed your marketing funnel now
Last month, I wrote about the potential unifying power of SiriusDecisions’ Demand Unit Waterfall as a strategic concept — bringing all...
An intervention on marketing’s dysfunctional relationship with data
In short, when it comes to data, many of us feel like we’re in a dysfunctional relationship, and it’s time for a little couples...
Getting ahead of the marketing curve: 5 digital trends you must capitalize on now
We now live in a customer-first world. Consumers today have their choice of countless companies within nearly every conceivable niche,...
What makes for a valued martech provider?
5,000 martech companies — but how many “new” businesses are simply pre-existing companies pivoting their position to become a “martech...
A deep dive into online-to-in-store attribution
according to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives. Marketers are also...
4 reasons the Demand Unit Waterfall is perfect for ABM
Just last month, SiriusDecisions unveiled its new Demand Unit Waterfall, which provides an innovative framework for managing leads across...
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