Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "martech"
- Retail brands demand flexibility and ability to customize in their martech stack, MessageGears reports.
- I began covering market intel/measurement tech firm Skai as Kenshoo when Aaron Goldman, now Mediaocean CMO, ran marketing. VP of products Crissi Cupak has worked at Skai since 2013.
- Despite risk-management challenges, 14% of senior marketing technologists in a Gartner survey said they have invested in tools based on generative AI and another 63% said they plan to do so within the next 24 months, while just slightly more than half see greater reward than risk.
- A truly functional next-gen MarTech stack doesn't just assemble tech solutions but builds relationships with vendors that optimize execution. NextDoor extends its good neighbor brand to vendor RFPs, transparency with partners, and expectations for aligning on sustainability and inclusion. NextDoor's Marketing Technology & Operations Lead, Krish Sailam, explain building the better partner stack.
- An AMA-NY study released Wednesday finds the average corporate buyer is a millennial male with changing values, and women have surpassed men among younger B2B purchasers. In fact, women make up 53% of the under-30s group and most of the under-25. Most work in traditional female sectors like retail and fast-moving consumer goods.
- Through surveys and data, Joybird found their customers wanted more inspiration and engagement when shopping to style their rooms. In response, Eric Tsai, the furniture retailer's vp of marketing & business development, shows us how they turned to a 3D planner tool on Pinterest. It enabled shoppers to click on a photo, drag it into a scene and create a customizable 3D design space; resulting in greater engagement, a 50%+ lift in AOV and an enhanced shopping experience for their customers.
- Brands hope to improve their customer experience and improve personalization by exploring new channels, according to a study from Productsup, conducted by Forrester.
- Emerging technologies such as blockchain, AI and IoT platforms -- systems of interrelated computing devices -- are gaining traction in the marketing world. But how effective are they in terms of turning a profit?
- Martech is the top area for involving the procurement department, and creative services is less so, the CMO Council and KPMG report.
- Artificial intelligence-powered marketing technologies communicate with consumers and know what they want long before marketers do.
- Acceptance of technology has increased vs. 2019, but shoppers still have concerns, AMA-NY reports.
- The COVID-19 pandemic has accelerated consumer acceptance of marketing technology, according to findings of a just-released study by the American Marketing Association.
- The findings suggest only 1 in 4 marketing organizations say they have a "very effective" CMO-CIO working relationship -- which ties directly to better performance.
- Consumer electronics, sporting goods, and consumer product goods saw an uptick in digital ad spend toward the end of 2020, according to data released Monday.
- Two-thirds of all brands are budgeting more, and only a fourth are cutting staff, a study by the CMO Council finds.
- Almost half are burdened with tech stacks that under-deliver on goals, RollWorks and Ascend2 report.
- EASTON, CT -- Data scientists may be the new rock stars of Madison Avenue, but there's a reason they don't write copy for ads and Arun Kumar, Chief Data & Marketing Technology Officer of IPG and CEO of its Kinesso unit, proved it Tuesday when he presented recommendations for the ad industry's new language for consumer "targeting" during the day's opening keynote at i-com's Global Data Summit online.
- Expect to see more retention marketing, including email, and higher investment in customer experience.
- Figures from BDO and Warc show the US and UK are the two major players responsible for sending the annual spend on martech up 22% to GBP95.3bn, "Campaign" writes.
- An in-depth study of both consumer and marketer sentiment across a wide array of digital media and emerging marketing technology issues reveals that consumers have an acute fear that the increasing power of martech will mean a "loss of privacy" or increase the chance they will be "misled." The finding is just one of a number of important insights gleaned from the report, commissioned by the American Marketing Association New York.
- YouGov reported that of all Super Bowl campaigns, Avocados from Mexico was the only the top advertiser that drove purchase consideration one month after the Big Game -- for three years in a row.
- Most marketers are using AI for tactical, manual-driven tasks. They need to move into autonomous AI.
- MarTech is evolving rapidly, trouble is, marketers may not be keeping pace with tech advancements. According to Walker Sands' 2018 Marketing Technology report, more than two-thirds of marketers don't think there's such a thing as the "perfect stack" for marketing technology, believing instead that it's always a work in progress. The survey, conducted among 300 marketers in Q1 from companies of various sizes, found that the majority feel that the marketing technology landscape has evolved rapidly (48%) or at light speed (15%) over the past 3 years.
- CMOs are putting money into too many platforms, and they have to learn how to use the technology they buy and prove that it's helping the bottom line.
- Companies spend more on Martech than staff sales, a budget an average of 29% for martech and 24% for staff.
- Ad agencies, as a group, dominated M&A deals for marketing technology companies in 2018. Holding companies and independent agencies made a combined $10.1 billion in mar-tech acquisitions, making agencies the single largest category of acquirers in 2018.
- Email platforms are among the three martech investments being planned by CMOs, according to a study by Gartner. The others are web content management and digital marketing analytics platforms. But Ewan McIntyre, the author of the report, warns that these systems are costly, and advises caution.
- Account-based marketing drives ROI and sales, but over half of companies surveyed have used it for less than a year.
- But email is the easiest technology to implement, Ascend2 reports.
