Category: Martech Column

Time for brands to take customer data personally

Seven in 10 consumers expect a personalized experience from the brands they encounter, according to a survey of 3,000 Americans and Britons that Conlumino conducted in 2014. While that’s not shocking, this need for personalization can impact a customer’s loyalty and...

/ April 10, 2018

How the acceleration of AI will drive digital transformation: Automation and personalization

As the digital world continues to shape and consume the physical world, the scope of digital transformation within businesses keeps expanding. We are in an era of unprecedented opportunity, and much of the growth we experience over the next decade...

/ April 9, 2018

President Trump: Save us from the GDPR horror show

Donald Trump was elected president based in part on his commitment to slash regulations on American business. And he’s kept that promise, as he points out frequently. Given that focus, how could he have missed the General Data Protection Regulation...

/ April 5, 2018

Smart marketing still hinges on humanity, not technology

Remember what life was like before we had smartphones? We flipped through inches of white pages without a thought, carried impossible-to-fold maps wherever we traveled and never left home without pocket change. Now, it seems as if we think everything...

/ April 4, 2018

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day grind, heads down. Physicist, cosmologist and author Stephen Hawking died last month. There are so many...

/ April 3, 2018

The future of retail is Generation Z-dependent — and martech is the way to reach them

By now, it’s no secret that Gen Zs (born between the mid-1990s and the mid-2000s) value individuality, innovation and creativity above all else — especially when it comes to their purchasing habits. Despite their short attention spans, Gen Zs are...

/ April 2, 2018

Building an AI mindset: Time to identify and develop skill sets now

The more I’ve had the opportunity to explore this concept of the martech mindset, the more I’ve realized how important it is that we shift our thinking to view artificial intelligence (AI) as an evolution rather than as a revolution....

/ March 23, 2018

Why marketers finally stopped talking about ABM (and started practicing it)

ABM is growing up. It’s gone from a buzzword B2B marketers couldn’t quite make sense of to a strategy that’s becoming more and more ingrained in our daily lives. Nowadays, marketers aren’t asking “why ABM,” they’re asking “how ABM.” How...

/ March 23, 2018

What does artificial intelligence mean for marketing agencies?

While the creative process itself is unlikely to be wholly automated by machines, many agencies are aware that some elements of their work might be overhauled or redefined by machine learning tools. In this article, we’ll discuss what kind of...

/ March 20, 2018

Accelerating your AI journey — 5 steps to get CMOs started

The Artificial Intelligence (AI) wave is rolling across the industry and, for CMOs who intend to stay two steps ahead of their competition, now is the time to get started with this new capability. As the focus of the Chief...

/ March 9, 2018