Martech Column

Rent, buy or train? How to accelerate strategic marketing operations

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

Let’s face it — building a marketing operations (MO) function is hard. Building a world-class marketing operations function is even harder. What makes this so challenging is finding the right people with the right skill sets to build a strategic MO function. In this column, I’ll share how to accelerate your strategic marketing operations capability […]

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The future of TV advertising in today’s digital world

A-From MTT, Channel: Martech: Advertising, Martech Column, video /

If you’ve followed industry chatter on the state of the TV landscape, then you’ve heard more than a few times that the TV advertising era is over. NYU professor of new media Clay Shirky called TV “dead” in Politico back in 2014, and he hasn’t been the only one. But, while many pundits proclaimed the

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Is your customer the unifying thread? How to do martech right

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

In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was cool or the term martech or stack was in play. During our meeting, my contact handed me a single sheet of paper with 20 different logos representing all the technologies they used to support

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Human-computer interaction and digital advertising

A-From MTT, Channel: Martech: Advertising, Martech Column /

Consumer interaction with content used to be a straightforward process. There was a simple set of delivery vehicles — print, radio, television and film — and an equally defined set of mechanical interfaces, usually consisting of pages, knobs and dials. Media companies have always needed to determine which format was optimal for specific content, and

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Becoming customer-centric: A tale of a NextGen MO organization

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

In last month’s article, I introduced an updated marketing operations (MO) maturity model defining the five stages of maturity: Unaware, Efficient, Effective, Customer-centric and NextGen. The last two stages of maturity — Customer-centric and NextGen — are particularly important as marketing takes on the massive responsibility of helping the company pivot to a customer-centric strategy.

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Managing martech relationships: Partnerships and agility in marketing

A-From MTT, Channel: Martech: Management, Martech Column, SEO BLOG /

In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation. It’s already happening, not only through mergers and acquisitions, but also as brands begin to realize the

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Augmented reality games: Will this summer’s releases be booms or busts?

A-From MTT, Channel: Martech: Marketing, Martech Column, SEO BLOG /

This summer could be either a boom or bust for augmented reality (AR) games and brick-and-mortar businesses. Four major AR games are coming that could create more location-based marketing opportunities the way Pokémon GO did in 2016: Ghostbusters World; Harry Potter: Wizards Unite; Jurassic World Alive and The Walking Dead: Our World. All those games

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