Category: Digital Marketing

While retail media networks (RMNs) continue to evolve, they are fragmented and confusing for brands. Two experts in data and marketing  — Keen CEO Greg...

European Union regulators today said Facebook’s parent Meta violated its Digital Markets Act with its “pay or consent” ad model and may face massive fines....

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content...

Join Garrett French and James Wirth from Citation Labs to learn how to supplement your Digital PR efforts with white-hat, ROI-focused link-building campaigns that increase...

Much of the marketing we create as marketers and experience as consumers is broad. Some of it will resonate with us; some it won’t. It’s...

The television landscape has undergone a seismic shift in recent years, reshaped by the relentless march of digital technology. As we navigate this digital age,...

Performance media has enjoyed many years of supercharged growth. Its high trackability in digital media has made it a preferred investment for marketers and CMOs...

In the age of unlimited information, decision paralysis has become a significant challenge for businesses and consumers alike. With so many choices, the fear of...

Marketers gather at MACH THREE in New York to discuss approaches to composable architecture. Image: The MACH Alliance. Marketers gathered in New York last week...

Welcome to the age of outrage, when even the most innocuous ad risks becoming a culture war casus belli. Tonight’s presidential debate will draw attention...

Small companies are the biggest adopters of AI, according to a new report.  Pipedrive’s Annual State of Sales and Marketing report found 42% of companies...

On June 12 and 13, 2024,  Emarsys went live with the Omnichannel and AI Masterclass, a digital event featuring fireside chats and expert-led sessions from...

Clara Shih, CEO, Salesforce AI, speaks at IAB Tech Lab Summit in New York. Image: Chris Wood It seems like every day new AI-powered tools...

The digital banking revolution promised a financial dream: Manage everything from anywhere with sleek apps. Fueled by the ease of Venmo and Zelle, I (and...

Phil Schraeder is CEO at GumGum, the contextual intelligence company. He joined GumGum as COO and CFO and has been with the company almost 14...

My previous article, “3 pointers to navigate the confusing martech marketplace,” offered essential strategies for navigating the evolving martech landscape. Staying updated with new strategies...

Ad Relevance, the new AI-powered solution in Amazon’s DSP, has been in closed beta testing for two years. It made its public debut this week...

As a senior leader, one of your core responsibilities is pushing your team’s operational maturity forward so you are ready to meet tomorrow’s challenges. Operational...

HubSpot’s LinkedIn integration boosts sales efficiency with real-time data sync but presents new challenges for SMBs in marketing and consolidation. Salesforce has had a tight...

Your company just bought a shiny new CRM. Great! Now, who drives it? Effective customer relationship management (CRM) is a cornerstone of marketing success. At...

As anyone who has walked the length of New York’s Canal Street will know, fake “luxury” goods abound. Vendors have more or less convincing versions...

One of OpenAI’s founders has a new company dedicated to solving a problem that doesn’t exist and likely never will. Ilya Sutskever’s Safe Superintelligence is...

Implementing a marketing automation platform (MAP) like Adobe Marketo Engage requires a clear vision by the organization and alignment among its teams. Here are some...

No fewer than 89% of B2B and B2C directors and above believe that ethical use of AI can deliver a competitive business advantage. That’s the...

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...

Imagine it’s Monday morning and your inbox is overflowing. Amid the sea of emails, one catches your eye — a message from your favorite sports...

“We have one piece of the puzzle people are looking for in the area of personalization,” Diana Lee told me. Lee is the founder and...

Shama Hyder is OG social media marketing. At the University of Texas, Austin, she wrote her thesis on Twitter — back when it had 2000...

Was the text in the ad AI-generated or did it require a human to create the typo in “where your brush”? Does anyone need a...

Data-driven marketing organizations must create a conduit of information between their data teams and creative teams. However, legacy organizational structures, specialty skills and a lack...

The generative AI arms race may be over before most people know it’s begun. Take the case of genAI as an assistant, helping users find...

Sales is anything but a numbers game. Sending templated emails in bulk might get you a bigger reach, but you’re antagonizing most, if not all,...

With one line in an earnings call on Tuesday full of positive talk around cloud computing and artificial intelligence, Oracle CEO Safra Catz put an...

Pega solutions like Customer Decision Hub, Knowledge Buddy and Blueprint are aimed primarily at large enterprise clients. It takes some digging to understand the architecture...

This week, CRM and BPM software company Pega announced new generative AI capabilities, including enhancements to its new product, Blueprint, and to its AI assistant...

This week Apple announced it was (finally) going all in on AI, adding a suite of generative AI capabilities to all its operating systems. While...

Google launched a new connected TV advertising network Monday. Google TV offers targeted, in-stream video inventory across more than 125 channels. The company is also...

Did you know? 82% of consumers say personalization drives their brand choice. Where is your organization on the journey to delivering personalized experiences to its...

Improving data quality is the top priority of B2B marketers wanting to upgrade their go-to-market (GTM) strategies, according to a study from Ascend2 and Anteriad....

“I think it is going to revolutionize what our customers are able to do,” said Pega founder and CEO Alan Trefler. Addressing the keynote audience...

When you organize your data around “the customer,” you assume “the customer” has the same meaning for all your use cases. That’s not always a...

We email marketers often look for the sweet spots in our email programs — the points in an email cycle when subscribers are most likely...

As the advertising industry grapples with the growing importance of brand safety, sustainability and supporting diverse and inclusive content, marketers face the challenge of translating...

The Adobe Experience Platform AI Assistant, previewed at Adobe Summit in March, is now generally available to users. Threaded through the Experience Platform and apparently...

Google kicked off its “Summer of AI Essentials” with two new features for marketers. One is a marketing resource hub called Accelerate with Google. The other...

The growing use of cloud data warehouses by premium brands will challenge how we think about martech stacks. It goes beyond the composable CDP and...

No one doubts AI can be a great help to businesses. However, is it any good as a business?  None of the companies that develop...

In a move that will simplify life for marketers, the IAB Tech Lab today released its Data Deletion Request Framework. The framework establishes a standardized...

AI is rapidly transforming marketing, offering new opportunities for personalization, customer engagement and efficiency. Marketing technologists, data engineers, data analysts, domain experts and project managers...

In 2023, 57% of B2C martech leaders said they planned to deploy generative AI within 24 months. Seventeen percent said they already had. A lot...

It’s harder than ever to capture your audience’s attention in an increasingly crowded inbox. With email volumes on the rise and click-through rates declining, creating...

Personalization is a hot topic in martech, but the concept is nothing new. Lester Wunderman, known as the creator of modern direct marketing, outlined similar...

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model...

Postie, the direct mail platform, has unveiled a new CRM Optimization engine that uses machine learning to automate the analysis of brands’ CRM data to...

Since OpenAI made ChatGPT publicly available at the end of 2022, artificial intelligence has ridden a tidal wave of earned media attention. This has created...

Understanding all the features of Google Analytics 4 (GA4) is essential to making the most of it. Doing so allows you to configure the tool to analyze...

For many people, ChatGPT is synonymous with generative AI. It was certainly the platform that captured the world’s attention. Even today, many people haven’t ventured...

AI will soon be able to handle up to 95% of the work currently done by marketing agencies, creative professionals and specialists, according to Sam...

For a long time it was difficult for B2B marketers to meet prospects face-to-face or at in-person events. Customer acquisition became in many respects a...

SMS mobile campaigns are an effective way of reaching customers if they trust you enough to give you their cell phone numbers. Texts are a...

The latest edition of The CMO Survey shows contradictions which, in my view, hinder the realization of marketing technology benefits and ROI.  The CMO Survey...

From fireside chats to expert-led sessions featuring digital leaders who are blazing a trail in the world of omnichannel marketing, this year’s Emarsys Omnichannel and...

Audience at Salesforce Connections, Chicago. The latest Salesforce Shopping Index data suggests that shoppers are holding onto their purse strings until later in the year...

A trove of leaked Google documents has given us an unprecedented look inside Google Search and revealed some of the most important elements Google uses...

On July 1, 2024, Universal Analytics 360 will shut down. The API will no longer be accessible and all data will be deleted. While Google...

Having spent more than a decade working with tools like HubSpot, I’ve seen how powerful these platforms can be for marketing and sales growth. But...

Most marketers today understand that marketing is a science driven by data. Yes, creativity and innovation matter, but relying on a spark of genius at...

B2C marketing deals with consumer purchases, which means B2C marketers are targeting individuals or small groups of people who make purchase decisions.  High-end consumer purchases,...

I live in Texas, where the highway speed limits are more like minimums than maximums. Our interstates could pass for the Indianapolis 500 (AKA the...

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and...

Today, visual creative technology company unveiled Canva Enterprise, a new offering for large enterprises, along with a number of other tools for businesses, including tailored...

This week, WPP announced a new initiative making Anthropic’s Claude AI model family available across its agency network. The Claude models — including Opus, Sonnet...

Today, Adobe announced Adobe Express for Enterprise, enabling businesses to streamline and accelerate content creation while remaining on-brand. Adobe Express for Enterprise is powered by...

In today’s digital landscape, inclusivity and accessibility are no longer optional; they are essential for engaging with diverse audiences and fostering meaningful connections. Neglecting digital...

David Ogilvy famously said, “Give me the freedom of a tight brief.” The sentiment is that the best creative outcomes come when briefs are focused...

Today, Google introduced new creative tools and ad experiences at its annual Google Marketing Live event, held in New York. Here’s what marketers can expect...

Another Google Analytics 4 migration project deadline is fast approaching, and this deadline is hard set. On July 1, Google will delete all historical data...

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content...

Video ad spend is expected to rise 16% year-over-year in 2024. Brands are interested because of the deep penetration that CTV and digital video have...

CabinetM released its Q1 2024 Martech Innovation Report, a quarterly summary of new technology introductions, feature updates and acquisitions. It found a substantial decrease in...

You’ve got a solid business plan and secured funding, and you are eager to introduce your brand to the media. You’re told that you need...

The Department of Justice made a pretty damning argument in its anti-trust case against Google. Judging by the government’s closing summary, the tech giant seems...

Ah, there it is again — the genAI buzz. It’s going to transform B2B sales and marketing, right? You’ve been on LinkedIn. Like me, you’ve...

It’s important that everyone is clear on the definition of customer experience. There are so many incorrect uses of the term and misconceptions about the...

A group of U.S. senators including Senate Majority Leader Charles Schumer (D-NY) released a proposed roadmap for AI policy yesterday. The senators, perhaps unaware of...

When someone talks about “long tail” strategy, you probably think it begins and ends with search engine marketing. But it should be a part of...

Alicia Arnold is the founder of a consulting company, AK Arnold, and draws on 20 years of experience working with Fortune 500 companies to help...

The U.S. government is threatening to ban TikTok in the country if ByteDance, its China-based owner, refuses to sell. The loss of the hugely popular...

The MarTech Conference returns online September 24-25, 2024, with a focus on making smart investments in marketing to drive better business outcomes. Today’s marketing teams...

OpenAI’s latest ChatGPT flagship is ChatGPT-4o (“o” for “omnimodel”) which will operate across images and audio as well as text, and will be available to...

Marketing technology’s percentage of marketing budgets fell to 23.8% this year, down from about 25.4% in 2023, according to Gartner’s 2024 CMO Spend Survey. Spending...

HubSpot’s earnings and revenue beat expectations for the ninth consecutive quarter amid more reports of a sale to Google’s parent company Alphabet. The Cambridge, Mass.,...

Understanding the “entry points” where your ideal customers first experience the acute pains your product or service can solve is critical for marketing success. An...

Lead scoring is one of those things companies tend to spend far too much time on and often use improperly. This has led to the...

ChatGPT is expected to announce its new search feature today, according to Reuters, citing unnamed company sources. This new approach could be a game-changer for...

As businesses grapple with reducing their carbon footprint, optimizing digital marketing is an unexpected solution that can also drive better ROI — a true win-win...

Left to right: Hosts Charlamagne tha God and Jess Hilarious, Will Pearson, President, iHeartPodcasts and Conal Byrne, CEO, iHeartMedia Digital Group in New York. Image:...

This week saw the annual release of The Martech Landscape which has 14,106 “tools,” an increase of about 3,000 from last year.  Please read Kim...

Ivan Ostojic is Chief Business Officer at Infobip, the omnichannel marketing platform focused on communications, conversations, chat and messaging. When we spoke, he was driving to...

We are facing a pivotal moment in how we measure the impact and value of our marketing efforts, no matter how much the deprecation of...

Today, Curb, a ride-hailing app for licensed taxis, announced Curb Journey Connect (CJC), which allows advertisers to execute cross-channel campaigns on mobile and in-cab screens....

“Nothing exists except atoms and empty space.” So said Democritus, but he wasn’t talking about the marketing technology landscape. Adobe, HubSpot, Oracle, Salesforce — these...

Today, Meta introduced new genAI-powered features allowing advertisers to automate the creation of text and images in ads on the company’s social platforms. New tools...

Salesforce announced a new source of intelligence for service agents, Unified Knowledge. The solution aggregates information from third-party sources and makes it available in Salesforce,...

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content...

Understanding and engaging the buying group is critical for B2B success. When companies need to make major purchases, they typically assemble an internal team —...

Growth in digital commerce was vanishingly small in the first quarter of 2024 according to the latest Shopping Index report from Salesforce. Recall that online...

It’s a tired cliche that B2B marketing is the “boring” sibling to B2C, but that doesn’t mean it’s not true. When it comes to the...

The April 2024 HubSpot updates introduce a variety of features designed to streamline your team’s workflows and improve customer interactions through advanced automation and integration...

Take a moment to search “CMO tenure” and you’ll find a wide variety of content discussing the short tenure of CMOs and how it’s among...

What do Facebook-parent Meta and the Catholic faith have in common? Why AI failure, of course! We will start with Meta — which has been...

With digital video poised to overtake linear ad spend for the first time, there was a celebratory feel to this year’s IAB NewFronts week of...

Experience management (XM) platform Qualtrics this week launched a new Strategy & Research Suite focused on collecting customer feedback to optimize customer experiences. The solutions...

Google Ads introduced six new AI-powered features for Performance Max campaigns. Customer Value mode. This new PMax feature, in beta, is meant to help PMax advertisers...

Brian McKenna is the VP of CRM at DMi Partners, a Philadelphia-based marketing agency. As you’ll see, he kind of stumbled into a job and...

Marketing technology is the backbone of marketing operations, enabling organizations to efficiently and effectively manage campaigns, analyze data and engage customers. However, as the martech...

If you thought tech’s post-COVID letdown, marked by higher interest rates, widespread layoffs and consolidation, would put an end to marketers’ “shiny object syndrome,” it...

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content...

Marketers short on time and/or resources have developed shortcuts to produce emails and the most common of those can seriously hurt performance. Fortunately, there’s an...

In the face of economic headwinds, some small-to-medium businesses are devoting increased resources to their marketing efforts. A report from Constant Contact, “Small Business Now,”...

What do you do if the vendor of one of your martech solutions gets bought? An acquisition can change many things, including price, customer service,...

As one of the fastest-growing social media platforms of all time, TikTok is a creative, collaborative, high-engagement environment that reaches many demographics, drawing attention from...

Sam Altman’s proclamation that “movies are going to become video games and video games are going to become something unimaginably better” is more than just...

Phi-3-Mini is the first in a family of small language models Microsoft plans to release over the coming weeks. Phi-3-Small and Phi-3-Medium are in the...

U.S. digital video ad spend is expected to hit $63 billion in 2024, a 16% increase from the previous year, according to projections from IAB’s...

The use of AI by educators is not always a positive thing. This week a Maryland high school teacher was arrested for allegedly creating a...

Providing genuinely outstanding customer experiences is the ultimate goal of marketers today. Customers have come to expect seamless, personalized brand interactions across all touchpoints. However,...

The new law to ban or force the sale of TikTok creates a problem for marketers beyond the loss of a popular advertising channel. The...

Predictive analytics is the use of data and modeling to predict the likelihood of future outcomes based on the historical record. Machine learning algorithms can...

Consumers inundated with marketing messages are receptive when the message is about a high-priority item they’ve purchased. U.S. apparel brand True Classic has leveraged this...

Adobe’s Firefly was designed to give enterprise users generative AI image tools they could trust.  “A lot of our very big enterprise customers are very...

If you’re still taking a one-size-fits-all approach to your marketing campaigns, blasting the same messages across channels to a broad audience, you’re leaving revenue on...

Try not to be too shocked: Businesses continue to deploy chatbots knowing they can give false answers, according to The Washington Post. It gave the...

Studies show that loyal customers are responsible for as much as 65% of all brand purchases. In turbulent economic times, when consumers become warier with...

It’s one of the oldest debates in lead generation: quantity vs. quality. Marketers who are judged by the number of leads they generate will push...

Adobe brought more artificial intelligence power to the masses this week, putting the Adobe Express app and AI Assistant into general release.  AI Assistant. Good...

Many brands, such as those in the home services industry or a local grocery chain, market to specific locations, cities or regions. There are also...

Consumer privacy has become a major focus in the digital advertising industry. New regulations and growing public concerns over data collection practices have forced companies...

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores...

Left to right: Kellyanne Perez-Vera, Mastercard; Matthew Cullinen, HSBC Bank; and Solitaire Townsend from agency Futerra. Image: Green Media Summit. The second-annual Green Media Summit...

It’s been just over a year since Google Analytics 4 (GA4) replaced Universal Analytics (UA). In March of last year, Google automatically migrated all UA...

Back in 2017, I wrote an article for MarTech, “Message to email marketers: Show me something different in 2018.” It popped up again while I...

It’s important to start monitoring consent management as part of your digital analytics strategy. Apart from the EU, various privacy laws in the U.S., Canada,...

U.S. internet advertising reached a record $225 billion in 2023, a 7.3-percent increase year-over-year, according to the latest IAB report on U.S. ad revenue, conducted...

Our “Spotlight on the expert” series digs deeper into the stories of our expert contributors. This interview has been edited for clarity and length. Stanley...

What will customers remember after they have experienced your website, product, service or people? What will they tell their friends or colleagues about their experience...

The beat drops, the lights flash and a charismatic salesperson struts across the stage, extolling the virtues of their latest martech solution. It’s a scene...

In our zeal to harness the tech part of martech, the ops part of MOps and the automation part of marketing automation, MOps professionals have...

The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable, and more complex. The challenge for B2B marketers is to support...

Meta advertisers say the cost of running campaigns across its platforms has surged due to ongoing issues with its algorithm. Brands report sales and return-on-ad-spend...

The current business environment — increasingly omnichannel but with a heavy reliance on digital — requires successful marketers to capture, analyze and leverage data to...

A marketing campaign using AI to help dogs in shelters get adopted? You better believe I’m writing about that. The Adoptable campaign from PEDIGREE pet...

“What marketing technologies should a (fill in the industry) company have in their martech stack?” That’s a question I’m asked regularly, likely because all companies...

Martech is marketing and CRM is arguably the original martech. It changed everything. Because it is so useful, CRM is constantly evolving to meet the...

Today, B2B social media hub LinkedIn introduced LinkedIn CTV ads, allowing marketers to include ads on CTV platforms in their B2B campaigns. Advertisers can add...

Thanks to its recent IPO, social media platform Reddit is a hot topic in many circles, including marketing. That’s quite the accomplishment for a company...

Productivity is often viewed solely through the lens of hustle and output. However, natural biological cycles within us influence our energy levels, mood and cognitive...

Google is piloting new product discovery elements designed to give users a more personalized shopping experience, including: Style recommendations. Brand preferences. Generative AI for product...

“When we think about the magic and value of AI, we know that it actually comes only from a seamless integration into the workflows that...

Zoe Soon, IAB’s vice president, Experience Center, delivers measured optimism at IAB PlayFronts in New York. Image: IAB. The gaming industry saw a lot of...

In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM)....

Fewer resources and more stress cut into martech professionals’ job satisfaction this year, according to the 2024 Martech Salary and Career Survey. Job dissatisfaction jumped...

There will be “some erosion of current traffic levels” from brand-related terms as a result of Google’s Search Generative Experience, according to a new Authoritas...

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary...

Marketers can’t call Google’s bluff anymore. The company finally removed cookies for 1% of Chrome users (or around 30 million people) back in January. And...

Have you ever looked at your campaign reports and scratched your head wondering why your open rates on otherwise top-performing emails look so… blah? We’ve...

NBA star basketball player LeBron James famously declared, “I’m not a point guard, shooting guard, small forward, or power forward. I’m a basketball player.” This...