My latest article on Search Engine Land, Landing Pages 3.0, makes the case that landing pages and conversion optimization are moving beyond the era of “best practices.” But I actually believe this is a representative sign of digital marketing maturing more broadly. Consider this excerpt from the article: Whereas the height of Landing Pages 2.0 […]
Digital marketing matures beyond “best practices” Read More »
Bertil Snel, who arranged for me to present on the marketing technologist role at last year’s Adobe Partner Day, just posted a follow-up — the marketer of the future is a “techy” — including a post-event video interview we did backstage. His post is in Dutch, but thanks to the miracle of Google Translate, I’m
3-minute interview: why marketing technologists now Read More »
I ran across an inspiring blog post this week by Jacques Spilka of Whatsnexx, titled Complexity killed marketing automation! (The if-it-bleeds-it-leads school of blog post headlines.) Jacques made two insightful points: 1. Marketing automation programming can get complicated fast First, he cut right to the quick of the challenge of marketing automation: for marketing automation
Marketing as an object-oriented program? Read More »
The CMO Council released their latest report on client/agency effectiveness this week. (You can download a free executive summary from that link, or spring $199 for the full report.) Out of the myriad of survey-driven stats from 6,000 corporate marketers across a wide range of major brands, one figure stands out as particularly striking: only
CMOs to agencies: adapt or die Read More »
The title of an article in last week’s AdAge Digital was Tech-Consulting Giants Slide Closer to Creative-Shop Turf. The subhead read, “Deloitte, Accenture are among big IT players looking to learn digital biz of marketing brands to consumers.” You can almost hear the sound of cappuccino being sneezed out in a Madison Avenue office somewhere.
The Marketing Technology Frenemy Triangle Read More »
The Jordan, Edmiston Group, Inc. (JEGI), a leading investment bank in the marketing space, issued a report yesterday of 2011 M&A activity across media, information, marketing services and technology sectors. JEGI reports that those sectors “saw nearly 900 transactions in 2011 totaling $47 billion, a 9% rise over 2010.” From a marketing technology perspective, the
2011 was a big year for marketing technology Read More »
“You are what you don’t automate,” one of ion’s engineers commented in a meeting the other day. It was in the context of a series of time consuming, manual steps that had to be done for a particular task. He attributed the adage to super-programmer Jeff Atwood, although I’ve not been able to find the
You are what you don’t automate Read More »
If you work in marketing, you might want to learn a little computer programming. Buy a book. Watch a screencast. Check out Codeacademy. No, really. Suspend your incredulity for a minute. I’ll explain… It’s not because you should have to roll up your sleeves and start writing your own marketing software. I’m the first to
Why marketers should learn how to program Read More »
Gartner recently released its report on IT predictions for 2012. The subhead of their press release boldly calls out their most stunning conclusion: predictions show IT budgets are moving out of the control of IT departments. Garner predicts that by 2015, 35% of enterprise IT expenditures will be managed outside of the IT department’s budget.
Follow the money from IT to marketing Read More »
Earlier this year, I gave a presentation at Search Insider Summit on the topic of marketing mash-ups. It was a whirlwind tour of how marketing started from a single discipline and, over the years, fragmented into a dizzying array of specialties and subspecialties. It also offers a few ideas for how we can turn this
A brief, hand-wavy history of marketing fragmentation Read More »
