Performance marketing
MarTech is your source for performance marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Why we care about email marketing: A marketer’s guide
Email marketing remains one of the most effective digital channels today. Here are some best practices to help your brand stay ahead of the email marketing game.
Shopify rolls out Linkpop for social commerce and other updates for marketers
With Linkpop, Shopify streamlines creators and the products they promote to bring followers closer to purchase.
Why marketing attribution is both a challenge and a necessity
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must.
Impact.com acquires Pressboard
A leading partnership platform positions itself to serve publishers with analytics and reporting for branded content.
Gannett ad mishap highlights concerns about programmatic advertising
Ads ran on the wrong websites for nine months before being caught by researchers
Good morning: Let’s take a look at RU YouTube
Belarus-based Zorka.Agency shares data about what's engaging the attention of Russian YouTube users.
Matching email content to customer needs
Personalizing email beyond "Dear X" is an extraordinary challenge, especially when it needs to be done at enterprise scale.
GumGum introduces a personal data-free approach to digital advertising
Taking a step beyond contextual advertising, GumGum identifies three components to serve relevant ads without using personal data at all.
Customer journey orchestration
How much does acquiring a customer cost?
Using the right strategies for tracking and optimizing cost-per-acquisition will improve ROI.
Stensul is first email creation platform to integrate with Pardot
The move is aimed at making deployment of emails built in Stensul faster and more efficient.
Phrasee to offer real-time language optimization
Phrasee, the AI-powered language optimization platform, has announced that it will now create language responsive to customer sentiment in real time. Phrasee automatically generates and optimizes messaging for a full range of channels, including web, email, social and push. This new offering from Phrasee will combine its optimization capabilities with individual customers’ language profiles based […]
How marketers on Amazon can still launch and grow brands
Heyday’s CMO Reema Batta and Amazon veteran Jason Boyce share ecommerce strategies for a competitive marketplace with big rewards.
Adobe Advertising Cloud now supports LiveRamp’s identity solution
Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
The B2B customer journey is set on a digital track
What does that mean for marketing and sales? Learn the implications for sales incentivization, long-term relationships and customer experience.
LiveRamp’s ATS identity solution adopted by Hearst magazines
LiveRamp picks up a premium publishers as a client for its Authenticated Traffic Solution.
Persado will leverage first-party language preference data to improve communications
The language generation platform will use first-party language preference data to fuel AI-powered generation of relevant and resonant messages.
The Trade Desk launches OpenPath
The new adtech product will connect advertisers with premium publishers, sidestepping Google Open Bidding.
Good morning: Asking the attribution question
Is there any chance marketers will give up on traditional attribution modeling?
10 top retail sector video ads of 2021
There are some reversible, pandemic-related wins but at least one trend that may be long-term. Think TikTok.
IDG Communications acquires Selling Simplified
Macworld publisher adds business intelligence to growing B2B marketing stack.
Google announces new features for Search Ads 360
Google announces a revamp to its enterprise campaign management platform.
Facebook finally hits a brick wall
With users declining for the first time ever and a steep drop in stock price, the social media giant is looking vulnerable.
MarTech’s Email Marketing Periodic Table: Manage deliverability and optimization like a scientist
This new resource gives marketers insights into the building blocks for good campaigns.
4 things to beware of with Google’s Performance Max automated campaigns
Google’s made it easier than ever to run PPC ads. But beware of these pitfalls.
Revamp your ABM strategy and fix the broken sales-marketing lead funnel
Market, engage and sell to buying groups who want to hear from you.
How Instacart’s new ad products disrupt grocers while strengthening brand relationships
Instacart Ads for CPGs brings customers closer to brands, but grocers could get left in the dust.
Good morning: Attribution is complex
One effect of the physical/digital multi-channel environment in which marketing takes place is that attribution is more complex than ever.
To disavow or not? Getting it right, 10 years later.
Determine whether a link disavow is needed and avoid costly mistakes.
How to personalize your brand on LinkedIn
Brands can benefit from influencers on social platforms; they can help personalize their public faces.
Taboola automates personalized homepages
The new Homepage For You solution uses AI to curate relevant, personalized homepage content.
How email marketers everywhere can learn from privacy success in the UK and EU
US marketers can turn Mail Privacy Protection into a win, according to Validity’s Guy Hanson.
How to fix the broken sales-marketing lead funnel
Sales and marketing can come together by fixing the broken lead funnel.
Unbounce acquires LeadsRX marketing analytics
The conversion intelligence platform adds marketing performance analytics and attribution.
How to build a long-term, search-first marketing strategy
A transformed digital landscape means marketers must think search-first.
Good morning: Breaking holiday ecommerce records was no surprise
Record-breaking ecommerce statistics for the 2021 holiday season were predictable.
6 key elements of a successful ABM strategy
In this webinar, learn how modern B2B marketing is more insightful, global and illuminating than ever.
Yahoo’s new partnership with MikMak brings native ads and analytics to CPG brands breaking into ecommerce
E-commerce advertisers will have access to demographic, psychographic and behavioral insights.
Comscore launches new cross-platform measurement solution
Comscore Everywhere will provide deduplicated insights into media consumption across channels.
ON24 announces new integrations with Drift
Virtual events and conversational marketing are teaming up to deliver cross-channel insights into prospective buyer engagement.
2022 Predictions: CTV and cross-channel advertising
What marketers in the new year are looking to gain from increased programmatic investments.