Marketing Software

You’ve surely seen those eye charts with hundreds of marketing technology vendor logos. There are the iconic LUMAscapes by Terence Kawaja. And there’s my own chiefmartec.com marketing technology landscape, which last year organized 3,874 martech solutions on a single slide. (Spoiler alert: the upcoming 2017 edition will have more.) These charts provoke a visceral reaction of shock (“how can there be so many?”) followed by fear, uncertainty, and doubt (“how do I pick the right …

Marketing technology may never consolidate (but that’s a good thing) Continue Reading »

The following is a follow-up guest post by Jeremy Epstein, CEO of Never Stop Marketing, to his previous articles on blockchain marketing, blockchain brand promises, and blockchain brand “logos”. Jeremy currently works with several of the leading companies in the blockchain and decentralization space. How do you measure “brand equity” today? Perhaps some analysis of awareness, recall, etc. Google it, and you’ll see plenty of suggestions. But unlike something such as Net Promoter Score, there’s not a clear definition …

Blockchains as a new kind of quantifiable brand equity? Continue Reading »

Would you agree that advertising is one facet of marketing? Yes? Okay, then advertising technology (adtech) is naturally one facet of marketing technology (martech). If you like diagrams, you can visualize adtech as a small circle contained entirely within a larger circle of martech. Adtech is a subset of martech. But for years, people have been propagating the notion that adtech is a field separate from martech. In diagram form: two circles that don’t even …

Why the false dichotomy between adtech and martech is dysfunctional Continue Reading »

The following is a guest article by Mike Sedzielewski, co-founder and CMO of Voucherify, a coupon and referral infastructure through API. 2016 was the year when the marketing technology mantra materialized. The predictions of turning every business into a connected system of digital services became real. The data-first approach and microservices are becoming a standard in the marketing and sales departments of forward-thinking companies. What makes this possible? APIs. The data speaks for itself. In …

An introduction to ecommerce APIs for non-developers Continue Reading »

The following is a follow-up guest post by Jeremy Epstein, CEO of Never Stop Marketing, to his previous articles on blockchain marketing and blockchain brand promises. Jeremy currently works with several of the leading companies in the blockchain and decentralization space including OpenBazaar. Previously, he was VP of marketing at Sprinklr. In a previous article, I introduced Bitcoin and blockchain, the technology that sits beneath it and provides a censorship-proof, distributed, immutable ledger based on a set of …

Blockchain-based digital tokens: the new brand logo? Continue Reading »

This is a follow-up guest post by Jeremy Epstein, CEO of Never Stop Marketing, to his previous article on blockchain marketing. Jeremy currently works with several of the leading companies in the blockchain and decentralization space including OB1 and OpenBazaar. Previously, he was VP of marketing at Sprinklr. Sometimes a brand’s core values come in conflict with reality. Sometimes people feel pressured to act contrary to values or ethics. Sometimes they do. And brands get hurt because of it. …

The blockchain brand: hard-coding brand promises Continue Reading »

The following is a guest post by the remarkable David Raab, principal at Raab Associates, author of the Customer Experience Matrix blog, advisory baord member for MarTech Conference in San Francisco, and now head of the CDP Institute. You can download the latest CDP Industry Profile report from their site. Customer Data Platforms are having a moment — a category that was named just three years ago now has more than two dozen vendors with …

Everything a marketer needs to know about CDPs. Wait, what’s a CDP? Continue Reading »

The following is a guest post by Jeremy Epstein, CEO of Never Stop Marketing. Jeremy currently works with several of the leading companies in the blockchain and decentralization space including OB1 and OpenBazaar. Previously, he was VP of marketing at Sprinklr. You’ve probably heard about Bitcoin. You may have heard about the blockchain. It’s the underlying technology that makes Bitcoin possible without any centralized authority. Odds are, though, you haven’t given much thought to how the role of marketing …

Blockchain marketing: how the technology behind Bitcoin could change marketing Continue Reading »

This guest post is an excerpt from Digital & Marketing Asset Management: The Real Story of DAM Technology & Practice by Theresa Regli of Real Story Group. Theresa is a digital asset management expert, marketing technology analyst, and digital media strategist, and her clients include global brands such as Unilever, Nestlé, Net-a-Porter, IKEA, General Mills, and Coca-Cola. A book about DAM would not be complete without putting DAM in the bigger picture, and by that …

Digital Asset Management in the Martech Cocktail Continue Reading »

The following is a guest post by Gerry Murray, research manager for IDC’s CMO Advisory service and a popular speaker at the MarTech conference. All images in this post are courtesy of IDC. In the early days of the martech industry, every application had to be a standalone solution. In addition to the execution environment (email, web, social), they had to have all the underlying services for data, workflows, analytics, reporting, etc. Thus each was …

The Customer Experience Operating System (CX-OS) Continue Reading »