Martech

MAY 14, 2024

Why is putting a figure on marketing ROI still a problem? While advances in marketing analytics and technology have been made, a significant portion of businesses still report facing difficulties in calculating ROI. In the fall 2023 CMO survey , CMOs report Increased pressure from the CFO to properly report and improve marketing ROI.

Marketing 80

Marketing Marketers Finance Customer loyalty 80

Martech

JANUARY 11, 2024

In 2024, this channel will grow in importance as marketers deal with the deprecation of third-party cookies and other privacy challenges. Marketers will continue to refine their email strategies because the payoff can be substantial. Here are some of the ways marketers will improve their email programs in the year ahead.

Customer Journey 130

Customer Journey Email Marketing Marketing Marketers 130

Martech

MARCH 27, 2024

In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market.

Marketing 113

Marketing Marketers CRM Digital Marketing 113

Search Engine Land

MARCH 27, 2024

Meridian , Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. Consequently, this knowledge allows marketers to optimize strategies, allocate budgets more wisely and forecast how a change in one element will affect future sales.

Marketing Mix 111

Marketing Mix Marketing Marketers Price 111

Hubspot Marketing

DECEMBER 5, 2022

When it comes to marketing, almost nothing is more important than having high-quality data on your target audience. So it’s no surprise that data privacy changes limiting marketers’ visibility into what their customers are up to is a huge threat. Let’s dive into our data to find out.

Marketing 122

Marketing Marketers Marketing Strategy Customer 122

illumin

MARCH 14, 2024

The recent introduction of Pfizer’s generative AI, “Charlie”, could be a game-changer for the world of pharma marketing. Big changes may be in store for pharmaceutical marketing and advertising thanks to Pfizer’s recent unveiling of its innovative AI platform , Charlie. Get to know Charlie So who is this “Charlie”?

Pharmaceutical 97

Pharmaceutical Transform Health Marketing 97

Search Engine Land

APRIL 23, 2024

It’s no stretch to say the marketing data landscape has changed quite a bit over the past two years. For one, the ways companies collect user data have been under the microscope, and policies from Apple and Google are forcing marketing data analytics changes across the board.

Analytics 110

Analytics Customer Journey User-Generated Customer loyalty 110

Martech

NOVEMBER 29, 2023

Using consent management platforms (CMPs) has become paramount for businesses striving to comply with the European Union’s General Data Protection Regulation (GDPR) and other privacy regulations. It serves two purposes: Enhancing individual control over personal data.

Management 115

Management Law Analytics Marketing Strategy 115

Martech

APRIL 9, 2024

Google’s Privacy Sandbox is a space where a series of complex proposals to protect user privacy have been developed and are undergoing (or have undergone) extensive testing. Overall, the report appears to ignore the broader objective of Privacy Sandbox to enhance user privacy while supporting effective digital advertising.”

Advertising 112

Advertising Advertisers Finance Entertainment 112

Customers.ai

FEBRUARY 13, 2024

Identity resolution has long been key to understanding the customer journey, traditionally enabling enterprise businesses to consolidate the many, many data points they have into a cohesive customer profile. In fact, a staggering 87% of marketers agree that identity resolution is key to future-proofing their campaigns! The answer.

Customer Journey 64

Customer Journey CRM Marketing Marketers 64

Martech

OCTOBER 6, 2023

Marketing has always been challenged to demonstrate impact on pipeline and revenue — and it hasn’t gotten easier. Success metrics have evolved beyond impressions, opens, and click rates, with privacy changes like Apple iOS 15’s open-blocking feature pushing marketers to rethink impact measurement.

Analytics 136

Analytics Transform Marketing Automation Platform Health 136

Martech

JANUARY 8, 2024

It’s hard to see anything like that happening in today’s world, where marketers are increasingly doubting the accuracy and veracity of their analytics data. The reason for this is one word: privacy. A 2021 study from YouGov suggests that most countries are registering a maximum 60-70% cookie banner acceptance rate.

Analytics 129

Analytics eCommerce Advertising Advertisers 129

Martech

MARCH 7, 2024

It’s been one step forward, two steps back all the way for Google’s Privacy Sandbox, the initiative intended to devise new and privacy-compliant ways for digital advertising to operate on the open internet. The latest steps back have featured an evaluation of the proposed Privacy Sandbox protocols by the IAB Tech Lab.

Advertising 119

Advertising Advertisers Analytics Place 119

Search Engine Land

JANUARY 18, 2024

The research conducted by Consumer Reports indicates that, on average, an astonishing 2,230 companies actively share data about each user with the social networking app. In some instance, users had their data shared with Facebook by as many as 7,000 companies. How the study worked. Why we care. US statistics. What is The Markup?

Non-Profit 120

Non-Profit Branding Advertising Advertisers 120

Martech

DECEMBER 11, 2023

I am the first generative AI chatbot for marketing technology professionals. After that, how you can improve prompts to get even better answers from me. Prompt How should marketing integrate with technology efforts? Prebuilt integrations with popular CRM programs make this process easier for marketers.

Customer Journey 111

Customer Journey CRM Marketing Marketers 111

Litmus

FEBRUARY 8, 2024

Marketing strategies face some headwinds in 2024. They must adapt to leverage emerging technologies while operating under tighter budgets and an increased focus on accessibility and data privacy. Let’s take a closer look at how companies can navigate these very real—but not insurmountable—challenges this year.

Marketing Strategy 85

Marketing Strategy Gen Z Transform Email Marketing 85

Hubspot Marketing

DECEMBER 5, 2022

Marketers and third-party cookies -- can you name a better combo? But with Google phasing out third-party cookies in 2024, marketers are busy searching for new strategies to collect user data. While 2024 might seem far down the road, over half of marketers say their company is already exploring alternative targeting solutions.

Gen Z 106

Gen Z Millennials Marketing Marketers 106

Martech

DECEMBER 4, 2023

I am the first generative AI chatbot for marketing technology professionals. After that, how you can improve prompts to get even better answers from me. Prompt: Is using third-party audience data worth it for advertising? Poor-quality data can lead to ineffective targeting and wasted ad spend.

Advertising 106

Advertising Advertisers eCommerce Customer Acquisition 106

Martech

APRIL 25, 2024

So, how can marketers reach this broad and profitable segment? This article explores actionable insights and best practices for marketers aiming to captivate the booming boomers. Clear links to privacy policies and company contact information on your website and landing pages further establish trust and credibility.

Health 120

Health User-Generated Marketing Marketers 120

Search Engine Land

FEBRUARY 23, 2024

Amid regulatory changes and reduced identifiers, the playbook offers advice on how to meet the demand for personalized ad experiences in a cookieless world. Create a robust first-party data strategy LinkedIn recommends setting up a strong framework for collecting and using first-party data. Why we care. What LinkedIn is saying.

Finance 118

Finance Health CRM New Technology 118

Customers.ai

DECEMBER 27, 2023

In the world of sales and marketing, making meaningful connections with customers and potential customers is an absolute must. Lead enrichment helps you refine and enhance the data you have on your leads, allowing you to personalize your outreach with precision, and build those personal connections. Enter lead enrichment.

Transform 113

Transform CRM User-Generated Management 113

Martech

APRIL 6, 2023

People can’t stop talking about ChatGPT, OpenAI and how AI will fundamentally change the world. Marketers everywhere are obsessing over the newly discovered power of AI. Need to know how to set up form conversion tracking in Google Tag Manager? Telemarketing was replaced by SMS marketing. Not anymore.

Thought Leadership 143

Thought Leadership Telemarketing Transform Direct Mail 143

Hubspot Marketing

MAY 9, 2023

In this post, we'll discuss AI ethics and how ethical decision-making can improve the technology. Biggest AI Ethical Concerns Benefits of Ethical AI It's a system that AI developers should have in place to serve people better while minimizing negative consequences. How can I ensure that my content is protected from AI?"

Advertising 105

Advertising Advertisers User-Generated PR 105

Martech

JULY 12, 2023

IAB Tech Lab has released a finalized first version of guidance and standards for data clean rooms (DCRs). The emerging technology is used by marketers to securely enhance first-party data and help activate this data in campaigns. This helps make the DCR options on the market more interoperable. New guidance.

Law 89

Law Marketing Marketers Management 89

Martech

OCTOBER 2, 2023

To enhance efficiency, companies need to reevaluate marketing activities, revamp processes and eliminate unnecessary steps. Redesigning these marketing processes should follow three main criteria: Streamline and simplify the marketer’s life (CRM, brand, etc.) Enter the experimental marketer.

Marketing 116

Marketing Marketers CRM Communications 116

Martech

APRIL 9, 2024

Our community came together in December at World Tour New York to learn about the latest marketing innovations and how to reach customers better. Companies are now prioritizing first-party customer data in their marketing campaigns. Let’s take a look at how these innovations will help your advertising efforts.

Law 106

Law Customer loyalty Advertising Advertisers 106

Search Engine Land

FEBRUARY 6, 2024

Any PPC marketer caught off-guard by this either haven’t paid attention to the signals for several years or haven’t corralled the necessary parties to create a cohesive strategy in response – or both. As an agency marketer, I’ve been in the position to help dozens of brands formulate an approach to life after third-party cookies.

Search Marketers 111

Search Marketers CRM B2C Analytics 111

Customers.ai

NOVEMBER 14, 2023

In this fast-paced digital world we live in, understanding who your website visitors are is crucial to making smart marketing decisions and driving revenue. Unfortunately, companies like Google and Apple are making it harder and harder to get visitor data. How Do I Identify Visitors on My Site? They are no longer anonymous!

User-Generated 120

User-Generated Health B2C Analytics 120

Customers.ai

NOVEMBER 21, 2023

In the fast-paced realm of marketing, where every click holds the potential for a sale, sophisticated retailers face a formidable challenge— converting anonymous website visitors into loyal customers. In an era where data is king, this substantial segment represents a goldmine of untapped potential.

Transform 117

Transform Customer Journey Marketing Marketers 117

Martech

FEBRUARY 21, 2024

In my last article , we looked at how to best use data during the purchase stage of the customer journey and how effective use of data can enhance outcomes for both the customer and the brand. Engagement data (email open rates, social media engagement, etc.)

Customer Journey 98

Customer Journey Transform Customer Acquisition Price 98

Set Up

MAY 14, 2024

The 2023 Marketing Relationship Survey revealed that Delivery and Business Development remained a key challenge for Agency-side marketing leaders in the last year. Talent Acquisition The job market and economy are ever-changing. How can you implement a strategy to get your team on board?

New Technology 59

New Technology Marketing Marketers Energy 59

illumin

APRIL 30, 2024

Here’s why geotargeted marketing can be a tool to your cookieless advertising strategies. As the digital world continues its deprecation of third-party cookies , brands worldwide are pivoting – searching for ways to effectively implement cookieless marketing and targeting. Geofencing is also a type of location-based marketing.

Food 59

Food Advertising Advertisers Target Market 59

Martech

FEBRUARY 17, 2023

What if you could tailor marketing messages at the granular level, based on where your consumers are, in real time? Delivering relevant content to target customers is a key benefit that local or location-based marketing brings to the equation. Overall, spend on digital marketing was a staggering $77 billion.)

Marketing 112

Marketing Marketers User-Generated Advertising 112

Neil Patel

OCTOBER 7, 2021

For several years, many digital marketing teams relied on cookies for marketing. What does this mean for marketing teams, and what can you do to ensure your business keeps running smoothly when you are marketing without cookies? By blocking these cookies, users can increase their privacy and security.

Marketing 123

Marketing Marketers Key Performance Indicator Direct Mail 123

Marketing Insider Group

APRIL 10, 2024

Every company is looking to squeeze as much ROI out of each marketing campaign as possible, constantly searching for their next edge. Marketers are looking to reach their intended audience in an innovative, never-been-done-before way. And while digital marketing was once seen as innovative, it’s viewed as mandatory today.

Marketing Strategy 69

Marketing Strategy Marketing Marketers Price 69

Martech

NOVEMBER 21, 2023

Leveraging marketing data is key to continual optimization and driving growth. This article explains how feeding bottom-of-funnel analytics back into top-of-funnel activities boosts acquisition and reduces costs over time. Data flows throughout the growth loop so the bottom-of-funnel data (i.e.,

Customer Journey 115

Customer Journey Marketing Marketers Analytics 115

Marketing Insider Group

MAY 30, 2023

Are you tired of spending countless hours manually creating content, following up with leads, and analyzing data for your small business marketing ? Have you thought about using AI for small business marketing to make your life a little easier? Want to know how it’s done? Can You Use AI for Small Business Marketing?

Marketing 104

Marketing Marketers User-Generated Marketing Automation Platform 104