MarTech Innovation Accelerates During Pandemic

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At a time when countless industries are being forced to put on the brakes, a new report [download page] from Merkle indicates that many marketers are continuing to invest and innovate. In fact, virtually all (96% of) respondents to Merkle’s report say that marketing and service innovations introduced during the pandemic are here to stay.… Read More » The post MarTech Innovation Accelerates During Pandemic appeared first on Marketing Charts .

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CMOs Recognize Benefits of Digital Marketing During the Pandemic

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The events of 2020 have shone a light on the importance of digital marketing, with most companies continuing on with their digital marketing transformation during the pandemic, and some even accelerating their efforts because of it. But, has digital marketing made a significant contribution to companies’ performance during the crisis? Per a recent report [pdf]… Read More » The post CMOs Recognize Benefits of Digital Marketing During the Pandemic appeared first on Marketing Charts .

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Larger Companies Seem to Be Getting More Out of Their MarTech

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While companies generally report good ROI from martech platforms, higher-revenue companies are getting more for their money, according to Merkle’s latest Customer Engagement report [download page]. In the survey of 400 marketers at major US and UK B2C brands, Merkle explores the priorities and considerations involved in developing the modern martech platform. When asked to… Read More » The post Larger Companies Seem to Be Getting More Out of Their MarTech appeared first on Marketing Charts .

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Skills Deficit Hampering Effective Use of MarTech

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Lack of skills and budget are two top challenges for digital marketers aiming for effective use of martech, with data quality also presenting a performance gap for some, per Altimeter’s (a Prophet Company) State of Digital Marketing report [download page] for 2020. The report also takes a look at some of the top martech platforms… Read More » The post Skills Deficit Hampering Effective Use of MarTech appeared first on Marketing Charts .

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These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2020

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Although market research buyers’ and suppliers’ optimism about the industry remains steady despite the COVID-19 pandemic, the latest GRIT report [access page] shows that the research industry is not expected to emerge from the pandemic unscathed. Indeed, the number of suppliers who are very optimistic about their company has dropped significantly since the pandemic hit.… Read More » The post These Are Perceived to be the World’s Most Innovative Market Research Suppliers in 2020 appeared first on Marketing Charts .

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How COVID-19 accelerated a shopping revolution

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During Fast Company’s Most Innovative Companies Summit, designer Rebecca Minkoff and Shopify president Harley Finkelstein talked about how the pandemic has impacted retail and which companies will last. A decade ago, “direct-to-consumer” emerged as a cool new business model pioneered by startups such as Everlane and Warby Parker. They sold products to customers online and cut out middleman retailers. These days, the DTC model is increasingly the norm. Read Full Story

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CMO Momentum 2020: Innovating during a crisis

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The COVID-19 pandemic has been an unprecedented global event, causing huge uncertainty, economic hardship and shutdowns across the world. In a time of crisis, organisations have little option but to respond. Innovation suddenly becomes a means of survival rather than an optional extra. Four marketing chiefs explain what it’s been like to innovate during a crisis.

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Yes, it’s martech, Facebook ads outage: Tuesday’s daily brief

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Marketing Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and here’s another perspective on “What is martech?” Steve Petersen’s latest contribution (see below) argues that if marketers (or marketing ops professionals) use a solution, then it counts as martech. That’s not what I believe, but I’ll come back to that. One important contribution Steve makes is that he qualifies that affirmation by suggesting that these solutions count as martech if they are part of the orchestration which should overlay operations and technology. If they are in tune with the more conventional parts of the martech stack, one might say. This argument does have some legs, and I think it explains why marketers include …

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