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Four Best Practices for Maximizing Marketing Effectiveness

Today’s marketing technology landscape has created a number of obstacles that marketers must overcome in order to effectively reach, engage, and convert new and existing customers. Thanks to the proliferation of channels and devices, marketers must constantly develop and coordinate experiences that consumers find meaningful and trustworthy. In fact, 43 percent of marketers say understanding more about their customers and prospects is one of their most important objectives. As consumer expectations and demands continue to…

Prediction Series 2019: Interview with Kerry Bianchi, President and CEO, Visto

How can businesses up their customer engagement game in 2019? Make 2019 the year you focus on omnichannel. Unlike message-based multichannel campaigns, true omnichannel campaigns are customer-centric. Instead of repeating the same message in every marketing channel, tell a multi-faceted story — one that unfolds as customers continue on their journey with your brand at different touchpoints and different stages of discovery. It’s more personal and relevant and will deepen the relationship in the end. What were the AdTech…

How to Tell When Buyers Are Buying: 3 Ways to Decipher Intent

Purchase intent is a hot topic in B2B marketing. So naturally, everyone’s got something to say about it. The trouble is, it’s now at risk of becoming ‘just another buzzword’, when it has a lot to offer B2B brands that want to keep ahead in the digital age. So, let’s cut through the hype. What is intent data, and how can it be harnessed by marketers? Strike While the Iron’s Hotma In a B2B context, intent data spotlights solutions or services an organization is likely to purchase in the near future. When a business is…

Prediction Series 2019: Interview with Mike Austin, CEO and Co-Founder, Fresh Relevance

What opportunities and challenges did you and/or Fresh Relevance identify at the start of the 2018 and have things worked as planned? We are all social creatures and tend to base our actions on the behavior of others when faced with an overwhelming range of options. However, tactics that have received a lot of media attention recently, such as Influencer Marketing, aren’t necessarily the most effective or scalable ones. Therefore, many retailers are still unsure how to leverage the power of social in their marketing to…

Research Now SSI Partners with RealityMine; Introduces SamplePlus Meter

Powerful Solution Combines First-Party Data with Unique Technology, Search and Web and App Usage Data Research Now SSI, a global leader in first-party data and data services, announces SamplePlus Meter solution. Through a partnership with RealityMine, SamplePlus Meter combines observed data from online web, app, and search behavior with Research Now SSI's panel data and integrated third-party datasets, as well as its deep library of profile attributes. Bringing together information about actual digital interactions with…

5 Crucial Factors for Real Marketing Automation Success

It’s touted all over the internet: Businesses using Marketing Automation software are seeing better success with lead generation. According to a study by VB Insights, four in five users increased their leads by using Marketing Automation software and almost as many (77%) saw an increase in conversions. The problem is, these types of statistics position the tool as the hero. Adopting Marketing Automation software will naturally save time and generate a better return on investment, it seems. Of course, that’s not entirely…

In the Era of the Digital Customer Journey, Consistency is Key

The birth of online shopping occurred in 1994 when one customer made history by purchasing a CD via the Internet. Just one year later, Amazon debuted. Today, as online shopping’s popularity grows, so do the ways in which consumers communicate with companies. As a result, digital channels have become a natural part of the customer journey. In fact, digital channel interactions are expected to overtake voice interactions for the first time this year. Between web, email, chat and social media, the customer journey is much more…

89 Degrees Survey Report: Consumer Perceptions of the Digital Experience

Offers Detailed Look at Digital Marketing Behavior and Opportunities in the US and Canada Marketing service provider 89 Degrees announces the results of its survey report, Consumer Perceptions of the Digital Experience, examining how US and Canadian marketers can better anticipate and respond to consumers’ digital marketing practices and preferences. Check out Consumer Perceptions of the Digital Experience report, showing how US, Canadian marketers can improve digital engagement. The proprietary study, conducted…

Interview with Peter Isaacson, CMO, Demandbase

"Marketing leaders don’t need to deeply understand AI in order to leverage it any more than they need to understand Java and Python in order to take advantage of coding."Tell us about your role and journey into Account-Based Marketing? What made you join Demandbase? I’ve been doing Account-Based Marketing (ABM) in some form for the last 20 years. When I was head of Worldwide Field Marketing at Adobe years ago we did a form of ABM and called it Targeted Account Marketing to correspond to the sales process of Targeted…

Navigating Fragmentation: The Steps CMOs Are Taking to Drive Success

The landscape in which CMOs operate today differs significantly from 10 or even five years ago. Marketing leaders now face a fragmented marketplace, a growing number of channels, and empowered consumers who expect seamless, relevant experiences across every touchpoint. The digital age has ushered in a new era of accountability, forcing CMOs to prove the value of their team and their contributions to the business. The demand for increased accountability has raised the need for effective marketing performance measurement to…

Amobee Announces New Collaboration with Oracle Data Cloud to Activate Third Party Data Across Programmatic and Social Media Platforms

Amobee, a global digital marketing technology company serving brands and agencies, announced it has expanded its collaboration with Oracle Data Cloud to become one of the first companies to activate third-party data across programmatic and social media through its platform, providing marketers seamless activation across digital channels. The collaboration allows marketers to access robust offline purchase-based transaction data sets through Oracle Data Cloud and activate them across social media and other digital…

20 Hot Brands on the Social Media Monitoring RADAR – Part I

MarTech Series Features 20 Brands That Are Helping Businesses Maintain Their Social Media Footprint Brands are getting keener to know what is being spoken about their products and services on the World Wide Web. We are talking about a global platform (the internet in entirety) and fragmented enterprise data scattered across multiple channels! Further, brands would ideally like this data to be collated to harbor rich insights and assess their brand’s value on a macro level. Impossible, right? Not anymore. Thanks to…

TA Digital to Conduct ‘CommerceFactory Workshop’ at AWS re:Invent 2018

TA Digital, the global leader in digital experience management projects will host a workshop to showcase CommerceFactory − its newly launched integrated digital commerce platform at AWS re:Invent 2018. The company unveiled the platform less than two weeks ago at Acquia Engage 2018. Speaking on the recent launch and the upcoming workshop at AWS re:Invent, Ali Alkhafaji, CTO at TA digital said, "AWS re:Invent 2018 is a great platform for us to showcase CommerceFactory and demonstrate its headless capabilities to a…

TechBytes with Ed Kennedy, Sr. Director of Commerce, Episerver

Ed Kennedy Sr. Director of Commerce at Episerver Earlier this year, Episerver published a report, "Reimgaining Commerce." We spoke to Ed Kennedy, Sr. Director of Commerce at Episerver, to understand how businesses should prepare to provide experiences beyond transactions.Tell us about your role at Episerver and the team/technology you handle. I’m the Senior Director of Commerce at Episerver where I’m responsible for working with B2C retailers and brands and B2B manufacturers and distributors on their digital commerce…

Hard Data Point And Shoot: Targeting Customers With AI Accuracy

Marketing has not escaped the shift to a digital, data-dependent economy. Most critically, marketers can no longer rely on gut feelings (or “I think this will work”) to play a dominant role in strategy. Here are just a few eye-opening statistics: Marketers’ number one challenge is understanding customer interactions across all touchpoints. A Forbes survey showed that 88% of marketers use data obtained by third parties to better understand each customer; 66% use marketing data to enhance targeting offers, messages, and…

Interview with Mark Floisand, Chief Marketing Officer, Coveo

"Machine Learning and AI are becoming fundamental to marketing strategies because of their profound impact on the ability to personalize customer experiences."Tell us about your role at Coveo and your journey into MarTech. At Coveo, I’m responsible for leading our Alliances, Customer Experience and Marketing teams, to build Coveo’s brand, drive demand, and expand our footprint. I’ve been an active user of marketing technology for well over a decade, invariably having had to build, buy or rent some combinations of products…

TechBytes with Rebecca Stone, Vice President, Marketing, LiveRamp

Rebecca Stone Vice President, Marketing, LiveRamp LiveRamp's presentation at Ad Week focused on the new Data Transparency Label. In this context, we spoke to Rebecca Stone, Vice President, Marketing, LiveRamp, to understand the goal of the project and their position on data privacy.Your presentation at Ad Week focused on the new Data Transparency Label. What is the goal of this project? In the current landscape, there aren’t enough tools available that enable marketers to see “what’s inside” the data segments they…

Vertebrae Introduces a New Augmented Reality Shopping Experience for Retail

New Axis Platform Allows Any Retailer to Implement Interactive 3d and AR Experiences - No App Required - to Give Shoppers the Confidence They Need to Make the Right Purchase Vertebrae, a technology innovator in interactive 3D and AR solutions, announced the launch of Axis, a breakthrough augmented commerce platform for retail. With Axis, retailers can rapidly transform their existing site with 3D and AR experiences that allow customers to fully visualize and try out any number of virtual products as they research and buy.…

Mobile Marketing Association Germany Publishes Checklists for Multi-Touch Attribution

In light of complex customer journeys, Multi-Touch Attribution (MTA) has become the holy grail for marketers. According to a recent study, 44% of advertisers still assign the entire conversion credit to the last interaction, often for lack of a better alternative. To help marketers embrace Multi-Touch Attribution, the Mobile Marketing Association Germany has created checklists focussing on key features and implementation. Multi-touch attribution (MTA) enables marketers to track customer journeys across channels and…

TechBytes with Mihir Nanavati, Vice President of Product, RollWorks

Mihir Nanavati VP of Product, RollWorks RollWorks is in a better position than many others in the market because for AI to be impactful, it needs to work off a large and accurate dataset of B2B companies and buyers, which they have. We spoke to Mihir Nanavati, VP of Product at RollWorks, to understand how they work with AI/ML and other intelligent technologies.Tell us about your role at RollWorks and the team/technology you handle. At AdRoll Group, I am the Vice President of Product for RollWorks — our B2B division…