Digital transformation
MarTech is your source for digital transformation 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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MarTech Today: IBM’s Watson powers Lucy, Taboola teams with AppNexus & Twitter targets emojis
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: IBM’s Watson now powers Lucy, a cognitive computing system built specifically for marketers Jun 15, 2016 by Barry Levine Via menus or conversational English queries, a marketer can ask questions of any […]
IBM’s Watson now powers Lucy, a cognitive computing system built specifically for marketers
Via menus or conversational English queries, a marketer can ask questions of any data from any platform, for research, segmentation or media planning.
Why big brands sponsor Little League (and why you might want to, too)
In this first post in a series on community marketing, columnist Megan Hannay dives into the benefits and corporate motivations for local sponsorships and offers some ROI measurements sponsors may be missing.
MarTech Today: Impact Radius adds Forensiq, Apple Maps becomes a platform & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Tracking platform Impact Radius buys anti-ad fraud service Forensiq Jun 14, 2016 by Barry Levine Acquisition creates what the newly combined company says is the first such service with a built-in, major […]
MarTech Today: Microsoft buys LinkedIn, software that writes & Siri comes to Macs
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Microsoft buys LinkedIn for $26.2 billion Jun 13, 2016 by Greg Sterling Microsoft will integrate LinkedIn into its productivity tools and vice versa. LinkedIn CEO Weiner will continue to run LinkedIn under […]
Creating the VIP treatment for your customers
How do you give consumers the star treatment they want? Columnist James Green says you need to look toward data, decision-making engines and channels to deliver the best experience.
MarTech Today: Lenovo launches first Tango phone, Quantifind opens data platform & Google unwraps Nearby
Here’s our recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Lenovo launches first-ever phone equipped with space-sensing Google Tango Jun 9, 2016 by Barry Levine Called the phab2PRO, the new device offers the ability for marketers to place products and experiences right in […]
MarTech Today: Lithium launches Klout-powered Reach, Apple’s paid search ads for App Store & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Lithium launches Reach, a Klout-informed social content marketing tool Jun 9, 2016 by Barry Levine The data-driven insights, the company said, help marketers avoid “throwing spaghetti at walls” to see what kinds […]
Modern marketing is in need of an anti-channel mindset
Don't get sucked in by "channel obsession." Columnist Mayur Gupta explains why marketers need to move past channels and instead focus on the consumer and the consumer experience.
MarTech Today: Segment’s Native Mobile Spec, future of social intelligence & new AMP ad formats
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Segment adds automatic data collection for mobile apps Jun 8, 2016 by Barry Levine Called the Native Mobile Spec, it joins the company’s three other data packages — Ecommerce, Email and A/B […]
Why idiots love their office but hate their website
Are you putting more money into your office than your website? Don't be an idiot. Columnist Stoney deGeyter explains why your web presence is more important than your office or store.
MarTech Today: Blueshift’s DIY personalization, email marketer Bluecore adds ads & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Personalization platform Blueshift now allows marketers to create their own service Jun 7, 2016 by Barry Levine Its new Personalization Studio is designed to accept a range of event streams, so marketers […]
MarTech Today: AdWords data import for Salesforce, SEO platforms & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Google launches AdWords conversion data import solution for Salesforce Jun 6, 2016 by Ginny Marvin Solution natively automates conversion data syncing between AdWords and Salesforce, a task currently handled by several Salesforce […]
MarTech Today: IBM’s ads that think, the IoT of retail & more
Here’s our recap of what happened in marketing technology. as reported on MarTech and other places across the web. From Marketing Land: IBM announces Watson-powered ads that think Jun 2, 2016 by Barry Levine The new “cognitive ads,” launching this fall initially through IBM’s The Weather Company, enable consumers to conduct brand-related conversations with the Jeopardy […]
How to harness the IoT of retail technology
As the Internet of Things transforms retail, columnist Allan Haims discusses the hurdles and how businesses can successfully integrate the vast amounts of IoT data.
MarTech Today: Google’s new website tool, Localytics’ Places & Facebook’s DeepText
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Google has a new tool for small businesses to check how well their websites score Jun 2, 2016 by Barry Schwartz Google’s new tool not only scores your page speed but also […]
IBM announces Watson-powered ads that think
The new “cognitive ads,” launching this fall initially through IBM's The Weather Company, enable consumers to conduct brand-related conversations with the Jeopardy winner.
Know your digital marketing strengths, but more importantly, acknowledge your weaknesses
Don't ignore your shortcomings. Columnist Matt Umbro says if you want to succeed in digital marketing, you need to recognize where you excel and where you need help.
MarTech Today: Salesforce creates Commerce Cloud, “frictionless logins” & AMP roadmap
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Salesforce creates Commerce Cloud with $2.8 billion purchase of Demandware Jun 1, 2016 by Barry Levine The acquisition helps “close the circle” for services it can offer to businesses. All new Marketing […]
Facebook’s DeepText has “near-human” understanding of people’s posts
Facebook's DeepText uses artificial intelligence techniques to understand text with "near-human" accuracy and quickly learn new languages and slang.
Ads not performing? Strategies to steal from the email marketing playbook
Columnist Mike Sands says if you're not connecting with your customers, it might be time to take a page from email marketing, which has high performance metrics thanks to meaningful interactions with consumers.
What will “frictionless logins” mean for digital marketing?
If automatic biometric, device, and behavioral logins become as commonplace as social logins, marketers will have to up their game.
Performance-enhancing data: 3 (legal) tips for supercharging your sponsorship effectiveness
Racking up points from a great sports sponsorship isn’t enough. Columnist Joshua Reynolds says scoring more than the competition is the new definition of success -- and the right approach to analytics can help.
MarTech Today: Marketo focuses on platform’s future, Facebook closes LiveRail & Amazon’s EchoSim
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Marketo goes private so it can concentrate on its platform’s future May 31, 2016 by Barry Levine The acquisition by a tech-focused private equity firm gives the marketing automation provider the flexibility […]
The 7 habits of highly effective digital marketers: agile skill sets
Are you an agile marketer? Jim Yu discusses the convergence of digital marketing disciplines and the hybrid skills that you'll need to thrive.
Efficiency and arbitrage: two strategies to own performance marketing
In an increasingly efficient world, what works today won't work tomorrow. So what should marketers do? Columnist David Rodnitzky discusses some key tactics.
MarTech Today: Survata’s segment-targeted surveys, Oracle loses Java case & Google app for iOS gets AMP’d
Here’s our recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Survata offers first online surveys targeted at second- and third-party user segments May 27, 2016 by Barry Levine The questionnaires, which can include a pretesting of ads, are delivered to the same segments […]
MarTech Today: The fading Windows Phone, the top payment processors & the Flash Apocalypse
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: The not-so-wonderful life of Microsoft’s Windows Phone is almost over May 26, 2016 by Greg Sterling Surface tablets have been a hit, and the company may yet introduce a “Surface phone.” Know […]
MarTech Today: Informatica’s Marketing Data Lake, smartphone location accuracy & Apple’s Echo competitor
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: In time for summer, Informatica opens its Marketing Data Lake May 25, 2016 by Barry Levine The company says this is the first such marketing-focused data repository, which accepts all data, organizes […]
MarTech Today: AdWords’ changes, WP Engine’s Page Performance tool & Twitter’s limit expansion
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Google announces significant changes to AdWords bidding and text ads May 24, 2016 by Ginny Marvin New responsive display ads shows Google’s focus on fulfilling native mobile inventory. MobileFuse launches a “curated” open […]
6 reasons to boost SEO & content investments with influencer marketing
Practically every digital marketing budget in 2016 includes line items for both SEO and content marketing. If you want to add rocket fuel to any campaign’s overall impact, the inclusion of influencer marketing is a must. The right influencers will enhance brand discoverability and audience development, boosting reach, results and ROI. Here are six reasons […]
3 tips for success from today’s marketing rock stars
With marketing evolving at a rapid pace, what does it take to shine? Columnist Mary Wallace gathers some insight from three industry veterans.
MarTech Today: Adobe’s Marketing Cloud goes VR, writing an analytics RFP & Google Search Console’s property sets
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Adobe takes the first steps to bring its Marketing Cloud into virtual reality May 23, 2016 by Barry Levine The company adds support for analytics, several VR formats, and various ad types. […]
MarTech Today: Ensighten opens up IBM’s Marketing Cloud, VR startup Littlstar & Google’s indexing API
Here’s our recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Ensighten’s tags open up data collection for IBM’s Marketing Cloud May 19, 2016 by Barry Levine The tag management firm now expands the data reach of the Cloud through IBM’s Universal Behavior Exchange.: […]
MarTech Today: Google Daydream VR headset, Invoca’s “missing channel” & Bing’s UET Tag Helper
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Google will build its own Daydream VR headset & controller May 19, 2016 by Danny Sullivan While Google will build its own VR hardware, “reference designs” mean that any manufacturer can make […]
It’s a mad, mad, MAdTech world
As the lines between media, advertising and technology blur, what does it mean for consumers and marketers? Columnist Peter Minnium discusses what has and hasn't changed in our "brave new world."
MarTech Today: Google I/O announcements, Grey Jean’s AI-powered personalization & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: VR is coming to the Google Play store this fall with Daydream May 18, 2016 by Ginny Marvin Google’s new Daydream platform is set to deliver virtual reality to Photos, YouTube, Street […]
Google announces Firebase Analytics & Universal App Campaigns updates for app developers
The company says it has driven more than 2 billion app installs from ads, putting it on par with Facebook.
MarTech Today: Acxiom’s turnkey environment, VR ads & Google’s mobile-friendly testing tool
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Data provider Acxiom opens up its turnkey marketing analytics environment May 17, 2016 by Barry Levine Called Acxiom Marketing Analytics Environment or AMAE, it offers the first full integration of the company’s […]
MarTech Today: Project Tango indoor mapping, Instagram’s new analytics & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech and other places across the web. From Marketing Land: Google to showcase Project Tango indoor mapping and VR/AR platform at Google I/O May 16, 2016 by Greg Sterling Google’s ambitious Tango initiative brings the digital and physical worlds even closer together. […]