Tag Archives: Adtech

This Week in MarTech: Mobile Technologies and Contextual Marketing To Drive the Next Marketing Technology Wave

We’re observing some trends within the digital marketing industry that are already having an impact on budgets and resources – and will continue to in the future. Mobile technologies, contextual marketing and automation tools are altering the MarTech landscape sooner than we expected. Read on to keep yourself abreast of the latest insights from the digital marketing industry.

Here’s how marketers are using different mobile technologies to reach consumers – Business Insider

According to the article, mobile marketing has gained momentum recently. Per IAB, revenue from mobile advertising accounted for 30% of total ad spend in the first half of 2015, and it’s on track to account for more than one-third in the second half of the year. In a new report from BI Intelligence, the article takes a close look at the different mobile marketing tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. It also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.

Let’s Put Enterprise Marketing Technology Into Context – Forrester

In this post, analyst Rusty Warner takes a deep dive into why it’s critical for marketers to embrace customer context. According to Rusty, winning in the age of the customer depends on the interactions that people have with brands, and compelling customer experiences materialize only when a firm understands its customers and anticipates their needs.  The context of all those interactions determines whether customers will engage and, more importantly, transact with your brand again. Marketing’s job is to harness the power of customer context to create a repeatable cycle of interactions, drive deeper engagement, and learn more about the customer in the process.

Facebook opens Messenger to publishers – Business Insider

At Facebook’s annual F8 conference, CEO Mark Zuckerberg introduced new tools that developers can use to harness the power of Messenger, positioning the messaging platform as a way for businesses and publishers to connect with consumers they wouldn’t otherwise reach.

Today the messaging apps have evolved beyond simple tools for communicating with family and friends. They are full ecosystems that include communication, commerce, and more.

Everything the tech world says about marketing is wrong – Tech Crunch

The biggest problem in marketing in the tech world today is that too many marketers do not know the first thing about marketing. Digital marketers — who, as marketers, really should be cynical enough to know better — have fallen into an echo chamber of meaningless buzzwords.

5 Essential Facts for Marketing to Millennials – Huffington Post

Advertising has evolved at lightning speed over the past decade, with millennials – now totaling 77 million (or about one-fourth of the US population) – leading the charge against old ad platforms.

Millennials view traditional forms of advertising as dishonest. When they make purchasing decisions, they rely on the opinions of their friends and family, their own research, customer reviews, and use every tool at their disposal before making a buying decision.

Airports around the world to embrace mobile apps 2018 – Business Insider

According to Skift, an industry intelligence platform provider, by 2018 it is expected that 91% of global airports will have navigation tools within their mobile apps and 83% of the airports will offer mobile notifications about the airport’s status. Another report by Business Insider suggests that mobile will make up over half of all digital bookings (including lodging and airfare) by the end of this year. And this share is forecast to jump to almost 70% by 2019.

It has become more important than ever for travel companies to expand their mobile capabilities in order to better reach their customers.

Forrester Consulting study confirms that best-of-breed marketing stacks are “thriving” – Marketing Land

In a recently released Forrester Research study commissioned by a data management provider (DMP), titled “Put Data Management at The Core of 1:1 Marketing,” 74 percent of all surveyed marketers are employing a “best-of-breed” approach as they mix and match their choice of tools. Only 23 percent are choosing a “full-stack” provider that offers a marketing cloud or suite.

The report points out that high-maturity teams usually have more leeway to experiment, so they could consider different mixes of tools and approaches. In other words, they have the resources and authority to mix and match their marketing stack, which could offer both bigger integration headaches and a more “flexible customization.”

This Week in MarTech: Tech Giants Continue Acquisition Spree

According to a Gartner survey, 98% of marketers no longer see digital as a distinct approach from other marketing practices. Digital marketing is now the context for all marketing. Consequently, last week saw a spate of deals in the digital space, including IBM acquiring Bluewolf Group, one of the biggest independent services firms specializing in Salesforce’s cloud services. Read on to know the latest in the MarTech Space.

Why IBM Is Buying One of Salesforce’s Biggest Consulting Partners – Fortune

IBM’s services division disclosed its intention this week to snap up Bluewolf Group, one of the biggest independent services firms specializing in Salesforce’s cloud services with more than 9,500 projects under its belt over the past 15 years. Bluewolf’s 500-strong team will add predictive analytics capabilities to IBM’s Interactive Experience (iX) division. This is the fourth acquisition this year for IBM iX, already one of the world’s largest digital agencies with over 10,000 people providing marketing, creative, analytics, applications, and UX design services.

Rocket Fuel and Eyeota partner on data – Mobile Marketing Magazine

Ad tech players, Rocket Fuel and Eyeota, have inked a new global partnership that sees Eyeota’s local audience data segments available in Rocket Fuel’s programmatic marketing platform. The new capabilities will allow advertisers to target specific audiences for online advertising through Rocket Fuel’s SaaS-based data management platform (DMP) and demand-side platform (DSP). The vendor’s platform uses artificial intelligence to undertake real-time calculations of each ad opportunity based on goals established by the marketer around consumer engagement. Eyeota claims to have 1.8 billion unique profiles globally.

Facebook is reportedly bringing video ads to Instant Articles – Business Insider

Facebook Instant Articles has been a hit with publishers, and the social media giant is making another adjustment to the service. According to Wall Street Journal reports, Facebook will soon let publishers insert video ads (both autoplay and click-to-play) to Instant Articles. The platform would also support pre-roll ads that typically play before video content. Furthermore, Facebook will let publishers sell more ad units at the bottom of Instant Articles. This advertising expansion should increase monetization potential for both Facebook and the publishers, and should also secure Facebook’s role in video going forward.

Starbucks plans to spend even more to improve its mobile app – Business Insider

Starbucks has put significant effort into its mobile app, and that strategy has paid off in spades. The company plans to increase spending on mobile in 2016 after great success with its app in 2015, according to Bloomberg. By the end of last year, 21% of all transactions at Starbucks in the U.S. occurred through the mobile app. This has positioned the app as one of Starbucks’ core business strategies, according to chief digital officer Adam Brotman.

10 myths marketing technology vendors want you to believe – CIO

Real Story Group analyst Theresa Regli busts the most common myths marketing technology vendors tell customers and prospects, and other martech experts share insight on how marketing pros can navigate the dynamic digital landscape.

MarTech Landscape: What is a demand-side platform (DSP)? – Marketing Land

Demand-Side Platforms (DSPs) are used by digital advertising buyers — advertisers, agencies, ad networks — to help them manage programmatic ad buying across ad exchanges. In this installment of Marketing Land’s MarTech Landscape Series, we explain what DSPs are and why ad buyers use them.

Mission Statement for MarTech: If You Don’t Have One You’re Screwed – MarTech Advisor

Madeline Rich, global client ambassador at Lotame, discusses the benefits of using a mission statement for organizations implementing MarTech. According to Madeline with a clear mission statement, it becomes a lot easier for companies to filter out irrelevant pitches and only spend time vetting the technology vendors they need.

This Week in MarTech: The Inevitable Move Towards Mobile Marketing

With more than seven billion mobile devices worldwide and 1.8 billion smartphones in use (a 25% increase in the past year alone), we can’t over-emphasize the fact that the adoption of mobile devices is still accelerating. We are witnessing a clear shift towards a mobile-first world; this change creates both opportunities and new challenges for brands that are constantly coveting the most effective marketing strategies.  Organizations are tasked with finding the right moment to attract, convert, and retain the right customers in a crowded and evolving mobile-first ecosystem. No wonder Google is changing its search algorithms to encourage mobile adoption for marketing purposes. Below is a recap of the latest news and insights from the marketing technology industry.

Mobile marketers are embracing emojis to reach consumers – Business Insider

A new report by Appboy, a marketing automation company, reveals that mobile marketers are using more emojis in their email and push campaigns. Appboy analyzed almost 9,400 marketing campaigns across iOS and Android platforms and discovered that emoji usage within those messages had soared 775% year-over-year in the period ending March 2016. The analysis also revealed that annual emoji usage growth was greater on Android (1,070%) than on iOS (662%).

Google’s latest mobile search algorithm update makes having a mobile-friendly site even more important – TechCrunch

To give publishers even more of an incentive to offer mobile-friendly pages, Google announced recently that, in May, it will increase the importance of having a mobile page, and sites that are not mobile-friendly will rank even lower than before. The search giant wants to focus on mobile friendly real time search results and it has also introduced a mobile friendly Inbox.

Don’t believe (all) the martech hype – CIO

In this article, Sharon Goldman, reporter at CIO, explains that while advances in marketing technology can help companies discover, track and engage with customers in new ways, one should not be fooled into thinking that martech is the silver bullet for all marketing needs. Sharon explains that instead of relying heavily on Martech solutions to drive ROI, companies first need to determine specific end goals, then use marketing technologies to help them reach those said goals.

The Hottest Trend in Marketing – Huffington Post

In this contributed article, Joanne Tombrakos, Marketing and Sales Consultant and an adjunct Professor at NYU recaps a presentation by Scott Galloway, founder and chairman of L2 Inc. at the Digital Bok World conference. Scott explains that many companies end up losing their customers because they never listen to what their customers are saying or how they are reacting in real time. Per Joanne, today customer service is a differentiating factor and it’s easier to keep a customer than get a new one.

5 marketing trends surfacing at SXSW 2016 – VentureBeat

SXSW Interactive 2016 wrapped up last week with thousands of marketers descending upon Austin, Texas for food, fun, and a glimpse at new and emerging technologies that will impact how brands connect with consumers. Even in its 23rd year, SXSW Interactive’s influence and role in innovation is not waning. Several trends surfacing this year will greatly impact how brands and consumers interact, including – virtual reality is here to stay, social media is evolving into social messaging, and an era of connected everything is upon us.


Salesforce Launches Field Service Lightning and Salesforce IQ Inbox to Transform Field Service – MarTech Advisor

Salesforce has taken note of the growing demand for tools that connect the on-field workforce with the announcement of Field Service Lightning – a product that promises to connect field service agents with customer data on a single platform. The competition for the field service software market with new entrants such as ServiceMax, as well as rivals Microsoft and Oracle, all competing to build a field service platform.


HP Software Simplifies Digital Experience Management for Marketers – MarTech Advisor

This week, HP Software announced the launch of HP TeamSite 8.1 which aims to help marketers move easily from design to templates, adds push notifications for mobile apps, and delivers integrated analytic insights. According to HP software, the upgrade adds a new way to enhance mobile experiences with push notifications, making it faster and easier to send reminders or announcements to app users, and includes geo-fencing to specific locations or regions.

This Week in MarTech: Future of MarTech, Mobile Marketing, and Omnichannel

As venture capitalists continue to invest heavily in MarTech, we see their viewpoints on this space in three different write-ups last week. Foundation Capital’s Ashu Garg recently released a whitepaper predicting the coming decade to be the Decade of the CMO with marketing technology spend increasing 10x to make MarTech a $120 billion industry in the next ten years. Ajay Agarwal of Bain Capital opines that while MarTech has yet to produce a $50 billion unicorn like Salesforce did for sales automation, he feels that the company that can create value by bringing together customer data, predictive learning, and mass personalization for B2C marketers will emerge as the MarTech winner. Infer CEO Vik Singh states that marketing automation giant Marketo is poised to dominate the martech space, and with its undervalued stock price, the company is a perfect acquisition target for Salesforce or a competitor. Here’s more on the latest marketing and ad technology stories of the week.

A Guide to Mobile Digital Marketing – Forbes

In this article, Forbes reporter Mike Templeman explains that in spite of increasing usage of smartphones and tablets, users still do not enjoy the same kind of user experience as they do while browsing on a computer. To help the companies address this pain point, Mike listed three important steps – a mobile friendly website, and scannable and concise content, that’ll help companies make their campaigns mobile friendly.

7 Digital-Marketing Predictions You Need to Keep Your Eye On – Entrepreneur

In this article, Entrepreneur reporter Samuel Edwards explains how digital marketing strategies are changing on a weekly basis and, in order to gain an advantage over competition, companies need to always be on the cutting edge. To maximize marketing efforts, he offers seven important digital-marketing predictions for 2016. Of the predictions mentioned, Edwards notes marketing automation and location-based marketing will grow in importance for marketers.

Want to compete with Salesforce? Buy Marketo – TechCrunch

According to the article, there are several enterprise players that want a share of Salesforce’s business, but just aren’t making headway by knuckling up against the company’s dominant, entrenched SaaS CRM offerings. Rather than competing head on, a smarter approach for these businesses is to “front door” Salesforce, instead. The majority of Marketo’s 4,000 customers also use Salesforce, but the marketing automation system has access to more data about the funnel than its CRM counterpart. Marketo can sync bi-directionally with Salesforce, capturing all the data stored there, while also holding top-of-the-funnel lead behavior data that doesn’t get stored in CRM. Hence, it has access to an invaluable superset of data about a company’s potential and existing customers.

Branding and Performance Intersect For Lexus – AdExchanger

In this article, AdExchanger reporter Kelly Liyakasa reports that in order to reach more mediums to improve marketing strategy, luxury automaker Lexus has invested in a data strategy with Oracle Marketing Cloud. Lexus is working with Oracle Marketing Cloud’s data management platform to optimize its performance based on where the customer is in the Lexus life cycle.

Building Blocks: Roland Smart, VP of Social & Community Marketing at Oracle Talks Marketing Tech – MarTech Advisor

In this article, MarTech Advisor’s Editor in Chief Ankush Gupta sits down with Roland Smart, VP of social and community marketing at Oracle, to discuss the company’s MarTech strategies. Smart explains that the company is utilizing marketing technologies to improve customer experience and to implement marketing practices that scale to a company of Oracle’s size.

Marketing Tech’s Bumpy Road: Consolidation, Growth and a New Frontier – TechCrunch

According to the article, marketing technology has become big business over the last five years, securing $134 billion in venture funding and spawning more than 2,000 new companies. And CMOs are buying — roughly $23 billion in 2015, according to IDC, and likely growing to $32.4 billion in 2018. Moving forward, it’s important to remember that martech is not monolithic. Ajay Agarwal, partner at Bain Cap Ventures sees a very different prospects and paths ahead for the three macro categories in martech: B2B marketing, B2C marketing and advertising technology. Each has a set of characteristics and verticals and needs that are distinct from each other — and while there may be some overlap, each will require a different “stack” of software.

3 Predictions on How Omnichannel Will Be Omnipotent in 2016 – Multichannel Merchant

In this article, Multichannel Merchant reporter Rob Gonzalez explains the importance of omnichannel and how it is allowing consumers to shop from any location or device, making the shopping experience more on-demand than ever before. To provide readers with further context, Gonzalez listed three predictions about what omnichannel will look like in 2016. Of the predictions listed, Gonzalez notes that although many brick-and-mortar businesses are turning online, many online-based marketplaces may be transitioning to opening brick-and-mortar establishments.


The Latest on Enhancing Omnichannel, Internet of Things and Marketing Efficiencies

Marketing has increasingly come to be dependent on data for actionable insights that deliver results. A user-friendly way of handling new, fresh data – the different lead scenarios and account details – can prove to be quite a transformative agent. Strong data promises to do just this, and more. Read below for guidance on leveraging strong data, omnichannel and the Internet of Things (IoT) to become more efficient in marketing.

Tech giants court retailers chasing omnichannel dream, Amazon – ZDNet

Large technology vendors such as Intel, NCR and SAP are using the Internet of Things and analytics to approach retailers that are struggling to meld their brick-and-mortar operations with faster growing ecommerce operations. At the National Retail Federation’s Big Show in New York, omnichannel was a primary focus for digital leaders from Home Depot, Macy’s, Barnes & Noble and The North Face.

Industry Preview 2016: For Platform Leaders, Getting Over Their Own Walls Is a Growing Concern – AdExchanger

According to several speakers at AdExchanger’s Industry Preview conference, walled-garden players are still trying to formulate and communicate what value their data brings to brands.

Facebook’s digital video initiative is a good example of an ad strategy that has achieved widespread adoption. Facebook claims it generates 8 billion video views daily, but still requires significant investment before the company even knows how effective the product is for brands. Figuring out what data agencies need to have in order to invest bigger budgets into video will be a priority in 2016, said Patrick Harris, Facebook’s director of global agency development.

Amazon VP of global ad sales Seth Dallaire echoed similar sentiments when describing the ecommerce giant’s priority for data and marketing on the platform this year. “(We are) trying to help agencies and advertisers understand the types of reporting and interpret the events on our platform.” Data that can inform marketers, including how users interact with brand pages, product reviews or their online shopping cart, is first and foremost a part of the Amazon user experience. “Understanding the purchase funnel was something we had to develop for ourselves,” Dallaire said.

Why you should pay attention to the Internet of Things – Marketing Interactive

The IoT has gained significant momentum in the past year, with Gartner now estimating that there will be nearly 21 billion IoT devices by 2020. There’s no doubt that the IoT is disrupting many business sectors. Organizations in consumer electronics, healthcare, retail, financial services and other sectors are already engaged in digital transformation efforts to reposition their businesses for the new competitive landscape. The IoT is particularly valuable for marketers because it gives organizations access to huge amounts of personal user data.

Embedded in our everyday lives, IoT devices continuously gather actionable information on customer habits, tastes, and preferences. This presents a tremendous opportunity for marketers to create targeted offers, personalized experiences, and other important features that engage customers in new, authentic ways.

3 Steps to Boost Marketing Efficiency with Strong Data – MarTech Advisor

Author Rohit Roy provides readers with steps on how to leverage data to create more efficient marketing campaigns. Of the steps listed, Rohit suggests marketers need to develop a streamlined process for manual data entry to get the most from their data.

Happy (Early) Data Privacy Day

Data Privacy Day (DPD), held every January 28 and coordinated by the National Cyber Security Alliance (NCSA), is an international effort highlighting “Respecting Privacy, Safeguarding Data and Enabling Trust.” DPD provides an opportunity for you to re-enforce these themes within your organization to improve privacy awareness. With the upcoming DPD in mind, here’s a quick look at the latest developments for marketers in context to data privacy.

Did you know that Jan. 28 is Data Privacy Day? – Stay Safe Online (Video)

To being with, this informational video on Data Privacy Day shares quick tips on how to make sure personal data is kept secure and safe from exploitation. It offers best practices on how to share on social media and to what extent.

Data Security and Privacy: Marketing’s Top Condundrum In 2016 – Marketing Land

Digital marketers in the US have tended to put data privacy in the back seat, unlike in Europe, where users’ right to anonymity enables them to explicitly opt out of leaving information identifying them on website visits. But that’s changing, and US marketers know this. In the final months of 2016, the stakes for US marketers doing cross-border business grew astronomically. With stronger regulations looming, US marketers need to put data privacy front and center. Josh Manion, CEO of tag management company Ensighten, explains how enterprise tag management can help you manage customer data.

To learn more about tag management, follow Josh Manion on Twitter: @joshmanion.

Privacy Is Good for Business – Stay Safe Online (Infographic)

This infographic shares insights for businesses on how to create a culture of respecting privacy, safeguarding data and enabling trust – all without compromising on customer value. The article recommends marketers to be open and honest about how they collect data, use and share personal information.

Brave: New Ad Blocking Browser Promises More Privacy & Faster Page Loading – Marketing Land

Brendan Eich, co-founder of Mozilla, is introducing a new browser to block ads…kind of. Dubbed Brave, the browser works by blocking ads by default and replacing those blocked ads with its own anonymous ads.

In a post on the Brave site, Eich says he wants to “fix the web”:

At Brave, we’re building a solution designed to avert war and give users the fair deal they deserve for coming to the Web to browse and contribute. We are building a new browser and a connected private cloud service with anonymous ads… We keep user data out of our cloud Brave Vault by default. It’s better for you and us that we don’t store any of your data without your permission.

Most display ads (and those from programmatic platforms/exchanges) will be blocked, though users can override the default settings. Search ads won’t be blocked because they’re “intent-based” and don’t rely on the same kinds of targeting that display ads do.

People don’t want to trade privacy for targeted ads – Poynter

The Pew Research Center has released the latest in a series of studies of privacy issues with fresh evidence that consumers do not want to sacrifice personal information to get served targeted ads. According to the survey, only a third of respondents found the tradeoff acceptable, while fifty-one percent said it was not.  Consumers reported more benefit and mostly approved scenarios involving surveillance at a workplace to stop thefts, agreeing to digitized health records for a doctor’s office or getting loyalty card discounts from a grocery store that tracks your spending habits. Those surveyed also showed particularly negative reactions to providing location data if it resulted in a deluge of ads on their smart phones.

The study goes on to suggest that policy-makers reject the “tradeoff argument” as a “false justification” for allowing wholesale harvesting of personal data.

Legal Pitfalls Marketers Should Avoid in 2016 – AdAge

In 2016, advertisers and marketers alike will find it harder to balance key objectives with new legal guidelines. False advertising lawsuits show no signs of abating. And as regulation of digital, social and mobile advertising becomes increasingly restrictive, marketers are going to find it harder to balance their marketing objectives with new regulations.

2015 marked another major year of advancement for marketing technology. The space is rapidly maturing andmoney continues to flow in from the VC community. As the trend will no doubt continue, 2016 will be even more dynamic as the space continues to evolve and mature. The next 12 months will prove crucial for businesses making a conscious effort to shift towards a customer-centric operating model. Consumers expect a personalized experience in-store and online, and marketers continue to be challenged by a more and more complex stack of tools that claim to be the “platform” for aggregating data.

Meanwhile, the advertising technology sector looks much different. Consolidation in 2015 brought players like Millennial Media into the fold of larger brands like AOL seeking to keep up in an increasingly competitive ad market. Venture capital decreased significantly in 2015 as investors felt concerns over crowded marketplaces and the unknown potential impact of ad blocking.

To have a better understanding how marketing and advertising tech will evolve during the next year, we’ve curated industry predictions for you.

These 5 marketing tech trends will be huge in 2016

Learn how senior marketing leaders from Amazon, Mondelez, and American Express are growing their businesses in a period of rapid technological change. In 2016, marketers will keep learning how to draw on the right types of information to understand consumers, without crossing the line and knowing too much.

Altimeter’s Top Digital Trends for 2016

Altimeter’s top trends for 2016 from analysts Charlene Li, Susan Etlinger, Ed Terpening and Omar Akhtar discuss the need for a consolidated MarTech platform, growth of predictive intelligence, and the birth of analytics for the visual web.

Seven marketing tech predictions for 2016

Radium One’s Rupert Staines sheds light into how solving viewability and ad-blocking, and embracing ‘dark social’ will drive the martech market in 2016.

7 not-quite-predictions for marketing technology in 2016

Now that you have gone over the marketing technology outlook for the year ahead, here are some not-quite-predictions that will share meaningful ideas and trends that we think are likely to impact marketing in the year ahead. Open source is coming to martech in a big way, and we’ll see a number of viable projects launched in 2016.

Digital Media M&A Growth Continued in 2015

Mergers and acquisitions in the digital media industry continued to accelerate during 2015, according to data from investment banking and strategic advisory firms. There were a total of 2,286 deals related to digital media, information and technology announced globally during 2015, according to Coady Diemar Partners, up from 2,218 during 2014. That represents growth in transactions of around 3.1 percent. But according to Diemar, much of that activity came from the agency, marketing and digital content sectors, which saw growth in transaction numbers of 30 percent and 23 percent, respectively.

Ad Tech Growth Hits Speed Bump

In this article, The Wall Street Journal takes a look back at 2015 and recounts how ad-tech industry growth slowed down in the fourth quarter as firms decided to conserve capital. According to an analysis of LinkedIn data by Pivotal Research analyst Brian Wieser, there was a noticeable slowdown in hiring at major ad tech firms in the fourth quarter. While some of the deceleration in employee growth may be due to the reorganization of a company’s business priorities or potentially due to a slowdown in business, Wieser said many ad tech firms are cognizant of conserving capital.