Google, don’t break my heart with shoddy marketing

Don't Think with Google

Marketing has had, historically, a bad rap for being — how do I say this diplomatically? — creative with the truth. Not necessarily lying outright, although that’s certainly happened. But often deliberately choosing words — as well as choosing what to omit — so as to lead people to slightly or wholly inaccurate conclusions that […]

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Tag management software as marketing middleware

Build Your Own Marketing Cloud with Tag Management

Tag management, at its core, is a relatively straightforward marketing technology — but one that has taken on new life with the rise of the home-grown, heterogeneous marketing cloud. First, a brief orientation on tag management: Many marketing software applications require marketers to insert little snippets of code — “tags” — into their web pages […]

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The Golden Age of Marketing Software (video)

Scott Brinker @ The Next Web

A couple of months ago, I was honored to be invited to present at The Next Web Conference in Amsterdam. I gave a 19-minute, TED-style talk on “The Golden Age of Marketing Software” — a whirlwind overview of the marketing technology landscape, the dynamics of marketing as a technology-powered discipline, and the rise of the […]

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Ridiculously biased in favor of open marketing platforms

Benefits of Open Marketing Platforms

On the topic of “open marketing platforms” — foundational marketing software systems that make it easy to plug in or connect with other marketing applications built by third-parties — I admit that I’m thoroughly biased. As an industry observer, I’ve staked my prognostication badge on the case for consolidated platforms and diversified ecosystems (2012), the […]

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Financial Times reveals the executive view of marketing technology, an evolving relationship of marketing and IT

IT and Marketing Technologists

I was delighted to learn that the Financial Times — an international newspaper for senior executives and financial types that makes The Wall Street Journal look like light pop reading — dedicated an 8-page special report on the intersection of marketing and technology, officially released this morning. Recognition that marketing has become a technology-powered discipline […]

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The 4 quadrants of marketing management, a 2×2 model

4 Quadrants of Marketing Management

Having spent many years in the “conversion optimization” subdiscipline of marketing — a forerunner to what is now known as “growth hacking” in some circles — I’ve mulled over the inherent tension between innovation and optimization for a while. They’re two different mindsets. At its best, innovation is about exploring a wide range of bold, […]

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How The Second Machine Age will transform marketing

The Second Machine Age

The incredible change we’re all experiencing these days is highly fractal. Similar patterns are emerging at many levels, and we can learn a lot by zooming in and zooming out. For instance, we can talk about how marketing technology is changing — which it is, at a phenomenal pace. But we can also go higher […]

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Adobe embraces open model for its Marketing Cloud too

Adobe Marketing Cloud Exchange

The battle of the marketing clouds is heating up. Last month Oracle announced its unified Oracle Marketing Cloud, and yesterday IBM introduced ExperienceOne — both massive visions of how all the different acquisitions they’ve made in the marketing space will be stitched together into more cohesive offerings. But with all these proclamations of marketing technology […]

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Why we bet our whole company on marketing apps

Marketing Apps: The Intersection of Messages, Media, and Mechanisms

Most readers of this blog know I wear two hats. I write this blog — a labor of love — but I’m also the co-founder and CTO of a marketing software company, ion interactive. However, I rarely write about my company here, because (a) I prefer to use this space to explore bigger themes in […]

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MarTech agenda announced with 14 amazing talks that illuminate marketing technology management

MarTech and the Triangle of People, Process, and Technology

I’m as giddy as a kid in a candy store. With the launch of the new MarTech Conference, I’ve been given the joy of creating a program that covers the kinds of topics that I’ve always longed to see addressed in the world of marketing technology — presented by hand-picked speakers of impeccable credentials, brilliant […]

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