2022

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Your marketing approach may be why your customers are blocking you

Venture Beat

There could be huge losses for brands that neglect reevaluating their customer marketing approach in order to establish personalized CX. Read More.

Marketing 134
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Why Generative AI Could Reach a Tipping Point in 2023

Adweek

After years in which artificial intelligence-generated content was known more for its comic absurdity--only occasionally drifting into disconcerting realism--2022 was the year that generative AI finally graduated into a full-fledged creative force. A host of realistic image generators led by research group OpenAI's Dall-E 2 made it easy for anyone to create lifelike visuals with.

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Trending Sources

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Meet Performance Max, The Blackest Black Box Of All Google Ad Products

AdExchanger

Lost in the Sturm und Drang of Q4 (Q for quarantine) 2020, Google introduced a beta program called Performance Max, its first ad product spanning all Google-owned media. Fast-forward to. The post Meet Performance Max, The Blackest Black Box Of All Google Ad Products appeared first on AdExchanger.

Media 144
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What is digital marketing? How to succeed in 2022.

Smart Insights

Dr Dave Chaffey, author of Digital Marketing: Strategy, Implementation and Practice explains a process to achieve success by using the 18 most important digital marketing techniques Simply put digital marketing, also called online marketing, is the application of digital media, … The post What is digital marketing? How to succeed in 2022. appeared first on Smart Insights.

Marketing 145
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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Marketing Technology Landscape 2022: search 9,932 solutions on martechmap.com

Chief Martech

It’s #MartechDay! I’m delighted to finally share with you the 2022 marketing technology landscape , a joint production between myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Here are the key things you want to know: The number of solutions is now 9,932 — up 24% from 2020 Here is a slide version of the image you can use in decks and content Here is a high-res PDF you can use for printing and zooming in Here is an accompanying State of Martech

Marketing 145
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Why we care about AI in marketing

Martech

To engage customers in a personal way, at a very large scale, AI or machine learning is essential. Chatbots and intelligent assistants are already leading client interactions, and AI-generated content is around the corner. AI also enables the analysis and interpretation of data at a speed and volume beyond human capabilities. Algorithms are continuing to improve as well, accelerating optimization in near real-time.

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3 small business marketing trends to create lasting impact next year

Marketing Dive

Our new digital ecosystem has brought new channels, tools and trends to explore for marketing businesses – but what will ultimately help businesses succeed and create a lasting impact?

Marketing 135
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The Taste Of B t …

Rob Campbell

I’ve written a ton about brand purpose over the years. Not as viciously as my beloved Martin Weigel. But close. It’s not that I am against brand purpose, It’s when it’s used as a marketing tool and ‘updated’ to whatever trend is currently popular that my hate boils over. It’s why I have always advocated for belief rather than purpose.

Food 131
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UK CTV Ad Expenditure Reached Nearly £1 Billion Last Year, Dominated by BVOD and YouTube

VideoWeek

Total CTV advertising expenditure in the UK reached around £930 million last year, according to estimates published by strategic advisory firm Spark Ninety in a new report released today, up from around £515 million in 2019. For the time being, broadcaster video on-demand (BVOD) and YouTube continue to account for the majority of this spend – though Spark Ninety says that could change in the coming year as new inventory hits the market.

Agency 130
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DDG has a tracker blocking carve-out linked to Microsoft contract

TechCrunch Ads

DuckDuckGo, the self-styled “internet privacy company” — which, for years, has built a brand around a claim of non-tracking web search and, more recently, launched its own ‘private’ browser with built-in tracker blocking — has found itself in hot water after a researcher found hidden limits on its tracking protection that create a carve-out for certain advertising data requests by its search syndication partner, Microsoft.

Cookies 128
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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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Waiting for the metaverse? The revolution is already here

Venture Beat

Get active in AR/VR/XR marketing to entertain your audiences and keep your brand top-of-mind creativity revolution in the metaverse. Read More.

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The Future of Access at Twitter Is in Jeopardy

Adweek

Ever since Elon Musk decided to buy Twitter, accessibility advocates have been preparing for the possibility that the platform's Accessibility Experience Team would suffer losses. Many were hopeful that someone, literally anyone, with power at Twitter would make a strong enough argument to the new chief twit about the importance of access and save the.

Media 350
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For Attribution, Retailers Test If Incrementality Can Be A New Truth Set

AdExchanger

Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to.

Retail 144
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Latest Gartner Hype Cycles for Digital Marketing: 2009 – 2022

Smart Insights

Evaluating technology options for innovation in marketing - do you know your Hype Cycles? If you're involved in marketing strategy development, you will be constantly making judgments and reviewing with colleagues which digital technology innovations are most relevant to your … The post Latest Gartner Hype Cycles for Digital Marketing: 2009 – 2022 appeared first on Smart Insights.

Marketing 144
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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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Think the martech landscape is big? Here’s the size of the software industry overall

Chief Martech

Over the 11 years that I’ve been publishing the martech landscape , as it mushroomed from ~150 solutions to ~10,000, I’ve seen many people react to it as an anomaly. “What is it about marketing that spawns so many software apps? Surely no other profession has to deal with such sprawl!” To which software review site G2 responds in this article, “Hold my beer.” While there are certainly dynamics specific to marketing that feed the frenzy of new martech startups

MarTech 132
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Only 11% of US businesses fully comply with CCPA privacy law

Martech

Only 11% of US businesses fully meet California Consumer Privacy Act (CCPA) requirements, according to a new study. This is actually higher than the 6% fully compliant with the EU’s General Data Protection Regulation (GDPR). Read next: Federal data privacy bill could make life easier for marketers. The rest of the companies are either non-compliant (44%) or partially compliant (45%) with these privacy protection laws, according to research from CYTRIO , a data privacy compliance company.

GDPR 137
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9 Things To Know About Chat Gpt

Martech Series

The most recent language model, Chat GPT, is an Open AI (Altman, Musk, and other Silicon Valley investors created an artificial intelligence research non-profit organization in 2015) that was created and trained exclusively for conversational engagements. Sam Altman’s OpenAI released ChatGPT on November 30; it has since taken the tech industry and the internet by storm.

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Consumers are looking for humor but brands aren't delivering, survey says

Marketing Dive

Nearly half of consumers haven’t felt true happiness in two years, and many are looking to brands to deliver joy through ads and experiences, Oracle found.

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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One Year In, IDFA Shows Promising Signs for Media Buyers

Exchange Wire

Ahead of ATS Singapore 2022, Lashanne Phang, senior director, mobile at PubMatic, writes about how ad targeting on mobile has fared one year on since Apple's changes to IFDA in this exclusive article. Google recently decided to push back their deprecation [.]. The post One Year In, IDFA Shows Promising Signs for Media Buyers appeared first on ExchangeWire.com.

Media 127
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The Industry Reacts to Google’s Crumbling Cookie Timeline

VideoWeek

Google’s latest delay in its plans to phase out third-party cookies may not come as much of a surprise – the deadline was already pushed back last year to 2023 – but the tech giant’s new extension to 2024 has raised eyebrows among those companies currently testing ways to target ads in a privacy-first environment. According to Google, the digital advertising industry has requested “more time to evaluate and test” its Privacy Sandbox before depreciating third-p

Cookies 130
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Be Metallica, Not The Eagles …

Rob Campbell

I was recently in a client meeting where we had a discussion about ‘scale’ The person in question was suggesting – as many do – that the only way to achieve it was to make sure you offer something for everyone. Now there’s two ways you can do that … Literally offer something for everyone or be so bland that you don’t alienate anyone.

Audience 126
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Three YouTube stars join forces to form their own talent management company

Digiday

Prominent YouTubers Charles “MoistCr1TiKaL” White, Gina “Gibi ASMR” Klein and Tyler “Jimmy Here” Collins have merged their management teams to start their own talent management firm, naming the new venture Mana Talent Group. Mana Talent’s creator-owners represent different subsections of the YouTube audience.

Agency 100
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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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To Celebrate 75 Years, Nascar looks in the Rearview Mirror

Adweek

With the upcoming racing season marking its 75th anniversary, Nascar is both celebrating its past with a new throwback logo and innovating for the future. Racing fans will find a lot to appreciate amid the design elements of the new logo. The overall oval shape is reminiscent of a racetrack and was inspired by the.

Marketing 354
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Advertisers Need More Than AI. They Need Diverse Human Talent

AdExchanger

Guest column byAshley TsaiHead of Analytics“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Over the past few years, advertising has become far more data-driven. AI is playing a large role in the transformation, helping advertisers measure campaign efficacy and transform data into actionable.

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How to structure an effective multichannel marketing plan

Smart Insights

What are the essential parts of a multichannel marketing plan template? Multichannel marketing, or omnichannel marketing, is the process of utilizing online and offline marketing communications channels to target and engage with your customers. As outlined in our popular Learning … The post How to structure an effective multichannel marketing plan appeared first on Smart Insights.

Marketing 145
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It’s not the size of your martech stack, it’s your range of use cases

Chief Martech

Bain & Company recently conducted a martech survey with 100 major consumer products companies. They evaluated these companies’ maturity on 30 different martech capabilities, including enablers such as martech product management and governance practices. They identified the top 12% of those companies as “leaders” in their martech capabilities and the bottom 19% as “laggards.” You will hopefully not be surprised to learn that the leaders have mostly gained market

MarTech 130
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Solving the Biggest Tech Challenges in RevOps

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

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10 rules for successful metaverse marketing

Martech

It was a balmy evening in the summer of 2006. A friend of mine had taken me to the house and home studio of Draxtor Despres, an award-winning documentarian, who I was interested in interviewing for a piece I was writing. Immediately I was smitten with this bespectacled, headphone-wearing character who spent much time puttering around his home studio cooking up creative projects.

Marketing 143
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Chief Marketing Officer Carol Franczek Joins the Team of Fractional Marketers at Chief Outsiders

Martech Series

Franczek is noted for working with CEOs at healthcare, beauty, food, household products, retail, and e-commerce companies to deliver transformational growth. Carol Franczek – a longtime senior marketer with executive marketing leadership roles across hospital & healthcare, beauty, food, household products, retail, and e-commerce markets — will now deliver strategies and expertise as a member of Chief Outsiders – one of America’s top fractional executive firms.

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9 campaigns that boosted the mood in 2022

Marketing Dive

Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.

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4 Types of SEO Analysis & How to Do Them (Step-by-Step)

Single Grain

Conducting an SEO analysis can yield important insights about how your site is performing and, thus, where to improve. Since you’re reading this article, there’s a good chance you know that already. But what exactly is an search engine optimization analysis? What are the different types and how do you conduct one without a huge team and budget? In this article, you’ll learn a beginner-friendly way how to approach an SEO analysis and find high-impact insights – by yourself and without breaking t

SEO 144
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Drive GTM Efficiency with Tech Stack Consolidation

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.