Martech Column

Retailers, software might be eating your lunch, but it won’t eat everything

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

Run for cover! The “Retail Armageddon” is upon us. At least, that is, if we’re to believe all of the business pub headlines this holiday season. No doubt, things definitely appear to be at their most dire when you’re strolling through the mall, bopping along to “Jingle Bells” and passing shuttered storefront after shuttered storefront. […]

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CMO audit series, Part 6: Analytics

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

No marketing department has an unlimited budget. The money question for us (pun intended) is “How can we best allocate budget to convert and keep the highest-value customers?” Marketing analytics is rapidly evolving to answer the money questions and help marketing leadership make better investments. Over the last few years, analytics has grown in sophistication

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Job titles matter more than you think

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

Account-Based Marketing (ABM) is a powerful way to target decision-makers inside your target accounts. However, your ability to reach the right people depends on your data quality and the tools set to achieve your goals. But there’s still a wrinkle when it comes to understanding data as it relates to roles inside the account. You

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Even with hype, AR struggling to scale

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

Augmented reality (AR) received immense attention in 2017 across the retail industry. As the technology became more refined, marketers saw the limitless strategic and creative possibilities. Everyone in retail was enticed by the potential for customer engagement and data collection. AR is the next big thing. It’s exciting; it’s the new frontier. And yet, it’s

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Delivering great customer experiences doesn’t happen overnight

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

Marketers have a lot of different priorities these days. One thing that many of us have in common, however, is that we’re constantly seeking out ways to deliver better customer experiences across all touch points, from traditional to digital. If you find yourself nodding in agreement, the good news is, you’re in good company. About

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The cozy life of the mobile ad fraudster and how legit marketers can disrupt it

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

If you’ve been a member of the digital marketing industry, read any marketing publications, dialed into any partner calls, attended any relevant conferences and so on, I’m sure you’ve come across the industry’s hottest topic: fraud. Year over year, this topic has become synchronous with the industry, and it’s now just another talking point alongside

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The subtle ways advertisers target audiences — and why they shouldn’t

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

In the early days of advertising, the goal was to appeal to most people. With the right frequency and messaging, advertisers believed a brand would stick in the consciousness of the audience, eventually driving them to take action, such as a purchase, and ideally become a lifetime customer or subscriber. As advertising capabilities evolved, marketing

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