November 2015

This is the first of several articles leading up to my predictions for marketing technology in 2016. Because martech is a relatively complex space, I thought it would be helpful — at least for my own thinking — to break out a couple of foundational ideas, which we can then build upon. Let’s start with the illustration above, the 5 stages of maturity in marketing technology categories. While this certainly echoes Everett Roger’s famous diffusion …

5 stages of maturity in marketing technology categories Continue Reading »

The following is a guest post by the CEO of Sweetspot Intelligence, Sergio Maldonado. I had the pleasure of meeting Sergio at MarTech Europe last month where he shared a sketch of the above “marketing data technology” landscape with me. I found it very interesting and invited him to share his perspective with readers here. Scott Brinker’s Marketing Technology Landscape Supergraphic has become a global reference for marketing executives, marketing technologists, digital strategists, IT executives, …

Marketing data technology: making sense of the puzzle Continue Reading »

As an enthusiastic proponent of interactive content — and, admittedly, I am biased — I was fascinated to see Twitter release an interactive content feature into its service last month. You can now add a 2-answer poll to any tweet of yours, and for the next 24 hours, people can place their votes. Okay, given its tiny footprint, perhaps we should call this interactive micro-content? This is a terrific example of what I would call …

Twitter jumps into interactive micro-content with new poll mechanism Continue Reading »