The Future of Martech
Marketing Technology (martech) refers to any piece of technology a marketer uses to automate or streamline processes, collect and analyze data, or provide various means of reaching and engaging with existing or potential customers. The full suite of these interconnected tools a company leverages to achieve marketing goals and objectives is known as the martech stack.
-
Generative AI: Uses, Management, Ethics, and More
ASK Answers September 26, 2023How can generative AI be used for business? How can it be used responsibly?
view -
The Rise of Programmatic Attention Metrics
Knowledge Partners May 23, 2023Adelaide released a report on how to use attention metrics in programmatic media buying, how to improve attention measurement through DSPs, and more.
view -
Marketing Mix Modeling (MMM)
ASK Answers March 1, 2023What are best practices for marketing mix modeling?
view -
Why It’s More Important Than Ever to Own Your Audience Data
Industry Insights March 1, 2023In 2010, there were a mere 400 million people on Facebook. The company was young and growing, and was friendly to brands and publishers. “Build your audience on Facebook!” they said. “Make them like your page and everyone will find you!” So, that’s exactly what brands and publishers did. Every small business did it. Every restaurant did it. Life was good!
view -
The Next Frontier for Programmatic Ad Tech
Industry Insights February 28, 2023Programmatic ad tech has certainly come a long way. Some might say it’s come all the way — all the way, that is, to reaching the initial goals we set out to achieve. Back when the industry began taking shape, it did so with focused purpose: to build the tech infrastructure and business processes to enable highly efficient media buying in a digital world. We’ve climbed that mountain.
view -
Artificial Intelligence (AI)
ASK Answers February 22, 2023How are brands using AI in their marketing efforts?
view -
Analysis of and Predictions for Marketing, Media, and Adtech
Event Recaps February 16, 2023Arete Research drew on a wealth of data to offer observations about the present state of marketing, media, and advertising technology, as well as numerous predictions about the near-term future.
view -
How Will Generative AI Affect CRM?
Conference Session Videos February 8, 2023In this video, Paul Aaron, co-founder of and CEO at Addition, a generative AI partner, discussed the advantages AI lies poised to offer email marketers.
view -
How Will Generative AI Affect CRM?
Event Recaps February 8, 2023Paul Aaron, co-founder of and CEO at Addition, a generative AI partner, discussed the advantages AI lies poised to offer email marketers.
view -
How to Navigate the CDP And ESP Vendor Landscape Workshop
Conference Session Videos February 7, 2023In this video, Chris Marriott, president and founder of email consultancy Email Connect, discussed how brands can distinguish between customer data platforms (CDPs) and email service providers (ESPs).
view -
How to Navigate the CDP And ESP Vendor Landscape Workshop
Event Recaps February 7, 2023Chris Marriott, president and founder of email consultancy Email Connect, discussed how brands can distinguish between customer data platforms (CDPs) and email service providers (ESPs).
view -
Marketing Operations: From Misfits to Modernizers, Orchestrators, Psychologists, and Scientists
Event Recaps January 18, 2023Milton Hwang provided an updated definition of the work of marketing operations professionals.
view -
Is BeReal a Lucrative Platform for Brands?
Pulse December 15, 2022Besides the fact that the app is more ideologically similar to gen Z's wants, the app has reached "3.3 million downloads globally in Q1 of this year, a 390 percent jump from Q4 of 2021, according to data.ai. It sits in the No. 1 spot for free apps in Apple's App Store," as reported by Marketing Brew. These numbers are telling an important story: Gen Z is tired of promoting stilted selves.
view -
Deepfakes, Real Threat: Understanding Synthetic Media, Disinformation, and Brand Risk in the New Era of AI
Event Recaps December 8, 2022As AI democratizes content creation, YouTubers, TikTokers and everyday consumers will have the power to create incredibly realistic content that puts brands in the absolute worst of imaginary contexts.
view -
The Roadmap for Data Transformation and Creativity
Event Recaps December 8, 2022According to Invesco's Emily Pachuta, modern marketing means knowing your client from a data perspective, then framing your message and creativity around emotional connectivity. To make that happen you need a roadmap that outlines the people, process, and technology and brings all three together.
view -
Right-Sizing MarTech and Data Investment for Maximum ROI
Webinar Rewinds November 30, 2022For many years, investment in Measurement and Attribution tech and data represented a relatively small percentage of media budgets — but this is no longer always the case. In this webinar, learn about strategic approaches to value creation and optimization that work across a variety of practices.
view -
MarTech's Influence on CMO/CIO Collaboration, Operating Models, and Content Team Structures
Event Recaps November 8, 2022MarTech and digital success require cross-functional departments to come together in unprecedented ways. VShift’s Eric Feige offered emerging best practices and dove deep into practical steps that brands can take within their markets and in their organizations.
view -
Leveraging Technology to Take Your In-Store Experiences to the Next Level
Knowledge Partners August 1, 2022ICF Next’s Bindu Gupta shares tips on how marketers can leverage technology to surprise and delight customers in store.
view -
How to Create an Incredible AR Advertising Experience
Industry Insights July 28, 2022Advertisers are eager to impress people with incredible experiences on augmented reality (AR.) The real magic of digital channels, from display banners to video to mobile ads, is in the new ways brands can tell a story to connect with an audience. AR is no different and, because it’s billed as an immersive experience, the stakes are particularly high to get AR creative right.
view -
Smart Technology Makes Nonprofits Smarter
Soundbites July 28, 2022Author Allison Fine explains the value of smart technology and how it changes the way nonprofits operate.
view