AI, machine learning and “propensity modelling” are already showing their potential, says Phillip Othen, Senior Writer at Lead Monitor. He should know: one of his colleagues is a “robo-journalist” filing 50 articles-a-week.
Research by Acquia has exposed a huge gap between digital strategies and their execution, with senior marketers in large organisations being blindly optimistic and setting unrealistic expectations for their company’s digital ability. But Sylvia Jensen believes it’s not just a lack of skills or budget holding large organisations back, it’s also not having the right technology in place. She says brands need to be embedding digital within the culture of the business, rather than viewing it simply as a ‘tool’.
In the modern marketer’s world, you need to leverage marketing automation to chart the ever-changing course of the buyer’s journey. With so much access to information, detail and choice, marketers must have a clear plan in place in
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Organisations are aiming to futureproof and broaden their own technology landscape– but they should avoid focusing on innovation for innovation’s sake, says Tomas Salfischberger. When it comes to marketing technology, make the most of what you’ve got – deploy digital optimisation instead of re-engineering the entire process. Focus on software that can be integrated into mission critical systems to make sure you are getting the most out of your data; streamlining the customer journey and delivering truly personalised experiences. Here’s how:
Retailers are facing another wave of disruption triggered by digital technologies. Find out which retailers are leading the way and why, if you haven’t already, you need to start including them in your plans.
ABM at scale – is it just smarter marketing or a whole new approach for B2B, leveraging marketing technology and the power of data to deliver real ROI? Alex Wares tells how to master intelligence-led marketing by taking ABM expertise out of the tech space.
The GMA interviews the creator and producer of the ‘Martech 5000’ annual marketing technology landscape map, Scott Brinker, who is speaking at the forthcoming MarTech Festival in London.
Despite all the buzz around beacon technology as the new and exciting frontier of customer engagement, are marketing messages and promotions sent as part of a pre-existing transactional conversation still more effective and less intrusive?
“Building on the robust appetite for investment in the marketing services community, this convergence will drive substantial growth and value for marketers and the broad range of solutions providers that support them.”