Meeting audience expectations of relevance and value is our responsibility as marketers. It’s critical for content, messaging, and offers to enable and inspire...
Meeting audience expectations of relevance and value is our responsibility as marketers. It’s critical for content, messaging, and offers to enable and inspire – without which we can’t possibly optimize engagement and boost purchases. The way to do this effectively is by leveraging data. Never before have we been privileged with the influence and value of substantial data that enables us to build uniquely defined audience profiles. If uncovering the value in data seems...
Meeting audience expectations of relevance and value is our responsibility as marketers. It’s critical for content, messaging, and offers to enable and inspire – without which we can’t...
With the rise of Data Management Platforms (DMP) within a marketer’s arsenal, there has been a lot of talk about the ‘known and unknown universe’. In turn a lot...
With the rise of Data Management Platforms (DMP) within a marketer’s arsenal, there has been a lot of talk about the ‘known and unknown universe’. In turn a lot of questions have come my way about what this actually means. To help answer these questions, allow me to explain the concept of the DMP. The purpose of a DMP’s is to empower marketers to send targeted communications such as display or customised onsite experiences, via joining various data sources that are...
With the rise of Data Management Platforms (DMP) within a marketer’s arsenal, there has been a lot of talk about the ‘known and unknown universe’. In turn a lot of questions have come my way about...
Big Data, in short, has gone mainstream. But that raises an important question: If everyone is “data-driven” in both theory and action, how can businesses carve...
Big Data, in short, has gone mainstream. But that raises an important question: If everyone is “data-driven” in both theory and action, how can businesses carve out meaningful competitive differentiation through their use of information? What room exists for real commercial advantage when everyone in the marketing ecosystem is advancing from the novice to expert stages of their respective data maturities? The above is an excerpt from the foreword of the white paper Data as...
Big Data, in short, has gone mainstream. But that raises an important question: If everyone is “data-driven” in both theory and action, how can businesses carve out meaningful...
Today we present a new feature on the Modern Marketing Blog: The Friday Five. Each and every Friday we'll curate five relevant and recent articles on one...
Today we present a new feature on the Modern Marketing Blog: The Friday Five. Each and every Friday we'll curate five relevant and recent articles on one specific topic and present them here for your viewing pleasure. The topics will include but not be limited to: - Mobile marketing - Social media marketing - Cross-channel marketing - Content marketing - Marketing automation - Data Be sure to check back in every Friday because no matter how hard you try, you cannot possibly...
Today we present a new feature on the Modern Marketing Blog: The Friday Five. Each and every Friday we'll curate five relevant and recent articles on one specific topic and present them here for your...
Anytime you hear words like "transformation" and "fundamentally" in the same sentence you know it must be pretty big. A very loose definition would be "to...
Anytime you hear words like "transformation" and "fundamentally" in the same sentence you know it must be pretty big. A very loose definition would be "to change the foundation of something" and that's precisely what one brand did. And not just any brand. On the contrary. We're talking about a brand that is over 150 years old. The brand in question is The Economist and for many years it relied solely on its exemplary, world-class journalists as a means to generate interest,...
Anytime you hear words like "transformation" and "fundamentally" in the same sentence you know it must be pretty big. A very loose definition would be "to change the foundation of something"...
Albert Einstein once said “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” That...
Albert Einstein once said “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” That comes out to roughly 92% of the time Einstein would use over the course of an hour in thinking about a problem vs. the 8% he would leave aside for actually solving it. Clearly, when it comes to the problem of big data, marketers have spent nearly the same percentage on the problem itself vs. addressing the problem head...
Albert Einstein once said “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” That comes out to roughly 92% of the...
I don’t know if it’s just me, but all these global startups seem to go crazy about collecting and leveraging data for their go-to-market. More and more...
I don’t know if it’s just me, but all these global startups seem to go crazy about collecting and leveraging data for their go-to-market. More and more enterprises start to wonder why and if they miss a boat? Well, there’s one reason behind it which I call the "90% revolution“ and - spoiler alert - it will probably change the way we go-to-market forever. Why? Let’s say your company has a 10% market share. In the offline past, your IT systems could only operate with your own...
I don’t know if it’s just me, but all these global startups seem to go crazy about collecting and leveraging data for their go-to-market. More and more enterprises start to wonder why and if they miss...
When you want to take advantage of additional marketing technology required for your specific business needs, you’re at the mercy of your marketing platform’s...
When you want to take advantage of additional marketing technology required for your specific business needs, you’re at the mercy of your marketing platform’s integration framework. Extensible platforms provide a richer and more integrated user experience. Toggling back and forth between systems is nonsensical. Here are some advantages of sensible integration. Innovation on Fire. Marketing technology and the ad tech space are on fire! Extensible platforms ignite innovation....
When you want to take advantage of additional marketing technology required for your specific business needs, you’re at the mercy of your marketing platform’s integration framework....
Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. And the...
Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. And the reason I say that can be summed up in a single sentence, which comes from an article which ran earlier this year on business2community.com: "B2B marketers must move toward solutions that identify and act upon intent throughout the customer journey." I reference that particular line for it speaks directly to the need for...
Rest assured an open technology platform is vital for any CMO - B2B or B2C. However, in the case of the B2B CMO, it is perhaps even more important. And the reason I say that can be summed up in...
