Channel: Martech: Management

Marketers react to Gartner finding: Martech spending now exceeds staff costs

A-From MTT, Channel: Martech: Management /

Marketers are now spending more on marketing technology than on salaries for internal staff. That’s a key finding in the recent Gartner CMO Spend Survey 2018-2019, which surveyed UK- and U.S.-based senior marketing executives. Marketers spent 29 percent of their budgets (not including media spend or agency fees) on martech last year, while allocating 24 […]

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Reaching global equilibrium: The value of consent and user preference

Channel: Martech: Management, Marketing Strategies Column /

The introduction of the General Data Protection Regulation (GDPR) this year started a ripple of privacy legislation across the globe, with governments evaluating whether current laws are enough to protect the personal data of users in our increasingly digital world. In the U.S., California leads the way with a privacy act that gives consumers more

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Without marketing strategy, the LUMAscape is one hand clapping

Channel: Martech: Management, Marketing Strategies Column /

It’s difficult not to be awed by the LUMAscape, both in its growth rate and in the level of innovation that it represents. Consider this: in 2011, there were only 150 unique companies on the LUMAscape, in 2018 there are 7,000. And it’s not merely a matter of vendors throwing their hats into the ring

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Why first party data should be your first priority

Channel: Martech: Management, Columns, GDPR - General Data Protection Regulation /

As the impact of GDPR crystallizes, not surprisingly, walled gardens are imposing a new wave of data restrictions on advertisers. Their narrow interpretation of GDPR regulations is limiting agencies access to data, measurement and ad serving. This is triggering advertisers to become increasingly interested in a full view of their digital supply chain and greater

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IBM points to Director of Marketing Data as ‘hottest new role’

A-From MTT, Channel: Martech: Management, Channel: Martech: Marketing, Machine Learning & Artificial Intelligence /

Artificial intelligence, which became a mainstay for many marketing tools in 2018, isn’t just a power booster. It can change the nature of customer targeting and personalization, and, according to a new IBM Marketing Trends report released Monday, it creates the need for someone to fill the “hottest new role” in marketing: Director of Marketing

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Why smarter SSPs would be a boon to publishers and advertisers

A-From MTT, Channel: Martech: Management, Martech Column, Uncategorized /

Supply-Side Platforms are perhaps the most undervalued and inherently powerful links in today’s digital supply chain, and yet their current offerings do not fully reflect this strength. It’s high time that SSPs evolve their business models to become more than mere plumbing in the elaborate media-buying ecosystem. Doing so promises to deliver enhanced value not

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Want to understand your marketing stack better? Enter the 2019 Stackie Awards

A-From MTT, Channel: Martech: Management, marketing automation, Marketing Tools, MarTech Conference /

It’s that time of the year again. The Stackies 2019: Marketing Tech Stack Awards are now open for entries. The Stackie Awards are given each year at our MarTech Conference to acknowledge noteworthy marketing stacks. By participating in this visualization exercise, companies have an opportunity to reflect on their own stacks, while getting a sneak

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How effective acquisition strategies can drive growth

Channel: Martech: Management, Internet Marketing Industry: Acquisitions, Marketing Strategies Column /

For companies in the marketing industry, expanding your footprint is the name of the game. To penetrate new markets and broaden your reach with relevant customers, marketing executives must plot growth strategies for establishing their companies as leaders in the sector with the skills and technologies critical to success. Along with an organic expansion plan,

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The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement

A-From MTT, Analytics & Marketing Column, Channel: Martech: Management /

With the proliferation of martech and adtech tools over the past ten years, there’s no shortage of technology platforms available to help marketers understand, target and communicate with consumers more effectively. The sheer volume and range of tools can be downright dizzying: tools for planning and developing, tools for attracting and engaging customers, tools for

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Is your DevOps team allergic to marketing?

A-From MTT, Channel: Martech: Management, marketing automation, Marketing Strategies Column, Marketing Tools, Marketing Tools: General /

Nobody likes the idea of being “marketed to,” but developers especially are inherently allergic to marketing. Try traditional marketing methods on developers and they will backfire. At the same time, figuring out a way of communicating to developers in a smart, impactful way and gaining their loyalty is critical; they are now integrated into so

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