With these competencies, marketers can align martech tools with business needs, optimize data flow and enhance customer engagement. Ana Mourão on October 15, 2024 In a previous article, I outlined six core competencies for marketers working with marketing technology, including the first three: generalized system understanding, tool management and architecture vision. This article focuses … Continue reading Why marketers need to master capability assessment and tool procurement
Despite the survival of third-party cookies, marketing still demands a renewed focus on building meaningful consumer connections. RJ Licata on August 6, 2024 Consumers expect brands to understand their unique needs and deliver what they want seamlessly. What consumers don’t know is that staying connected with those needs is an uphill battle for marketers, … Continue reading Why your marketing strategy should still be cookie-less despite Google’s shift
Practical strategies to overcome marketing analysis paralysis, streamline decision-making and boost productivity in your marketing efforts. Ali Schwanke on July 18, 2024 If there’s one sentiment that’s rising to the top among marketers and marketing ops, it’s “I’m tired.” You see it on X, read it on LinkedIn and hear it in communities, … Continue reading How marketers can break free from decision fatigue
Uncover powerful marketing strategies to streamline decision-making and guide customers to purchase with confidence. Brianna Miller on June 28, 2024 In the age of unlimited information, decision paralysis has become a significant challenge for businesses and consumers alike. With so many choices, the fear of making the wrong decision can lead to complete inaction. … Continue reading 7 marketing strategies to conquer decision paralysis
Martech doesn’t exist in a vacuum. Stay ahead by considering macro factors that impact marketing strategies. Steve Petersen on April 2, 2024 As martech practitioners, we need to stay abreast of more than product and channel features, capabilities, competitor comparisons, stack fit, best practices, etc. We should also consider macro factors, which Investopedia defines as … Continue reading Future-proofing martech strategies against macro forces
By Tim Ringel January 19, 2024 Allow me to say this as clearly as possible: There’s no longer an above-the-line or below-the-line in marketing and advertising. The accountability lines between above-the-line marketing (actions that focus on awareness-building, sentiment, and recall), and below-the-line marketing (directed at activities like promotions, couponing, and direct response), are merging. … Continue reading Why above-the-line marketing isn’t above accountability
Boost marketing collaboration and efficiency with streamlined communication, smart governance, work automation and more. Amy Strickland on January 17, 2024 Marketing today involves complex workflows and processes, matrixed stakeholders and a mandate to execute at the speed of culture. Here, I’ve distilled five secrets from the world’s most agile and effective marketing teams on how … Continue reading 5 secrets of streamlining marketing workflows
Here’s what email marketers should and shouldn’t do to manage inactive subscribers and rebuild engagement. Kath Pay on December 19, 2023 I thought I could get through 2023 without having to address a perennial problem for email marketers: how to manage seemingly unengaged subscribers without cutting them off. I was wrong. On Dec. 1, Google … Continue reading How to create a re-engagement strategy that doesn’t insult your subscribers
Learn why you shouldn’t dismiss edge cases easily and how to use them to improve your marketing. Greg Krehbiel on December 4, 2023 As a general rule, marketers should major in the majors. We should pay attention to the things that make a significant difference. We don’t want to waste time trying to solve “edge … Continue reading Why edge cases matter in marketing strategy
Learn a tactic to make your next project more productive — compiling a list of questions based on current initiatives to reference later. Steve Petersen on November 16, 2023 We’ve all had our share of first rodeos — perhaps it’s your first-ever marketing project or your debut project at a new organization. An important thing … Continue reading Marketing projects: Why you should compile questions in advance
