When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
US martech spending set to break $20 billion this year; growth slowing
This is a 14.3% increase from 2021 when spend was up 20.9%
Optimizing the online experience for disabilities improves it for all customers
43% of people with disabilities abandoned an online purchase because of accessibility issues.
What will have the biggest impact on consumer holiday shopping?
Brand loyalty is out, retail loyalty is in -- if there's a deal.
Pumpkin spice latte and the mystery of the missing consumer conversations
A lot of the public’s online conversations are now happening in not-so-public places like Slack, Discord and Telegram.
Why B2B buyers now hate traditional B2B selling
Most salespeople say their organizations aren't ready for online selling.
Marketing artificial intelligence (AI)
Can you use AI-generated content without hurting your page rankings?
Quality is improving but there's a big problem with AI inventing facts.
Amazon decision to use Nielsen is big boost for beleaguered rating service
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
Diversity and inclusion in marketing
A new way to find the tech talent you need
Look for skills and potential instead of specific experience.
Welcome emails have best click-to-open and first purchase rates
Emails triggered by price cuts and back-in-stock have 25% first purchases rate.
B2B buyers are much more concerned about a company’s values than the general public
72% are more likely to buy from socially responsible businesses.
Deflation comes to ecommerce as online prices fall 2% in July
Adobe Digital Price Index's first price drop since January 2020.
Marketers say biggest challenge is getting cross-department alignment
Customers today want new insights, more content and less interaction with sellers.
Only 38% of marketers very confident in their customer data and analytics systems
89% say customer data isn't readily accessible to them.
74% of B2B marketers expect budgets to increase next year
Nearly two-thirds say the increases will be modest. No one expects budgets to be cut.
Why we care about retail media networks
One-quarter of retailers are generating more than $100 million in revenue from their media networks.
Most marketers don’t expect ad spend drop until next year
While predictions are positive, not all actual earnings are following the plan.
Only 11% of US businesses fully comply with CCPA privacy law
B2C and B2B companies are equally poor at compliance.
Brands’ cost-cutting moves are costing them customers
62% of U.S. consumers say they'll stop buying from brands that engage in shrinkflation.
Federal data privacy bill could make life easier for marketers
It would override state privacy laws and set tough standards for gathering and using personal data.
Open the gate and let your content roam free
Only 3% of visitors will fill out a form to get content.
How to tailor ABM to your specific needs
Different products and markets need different ABM approaches.
Customers aren’t satisfied: Fewer than 35% say they’re happy with brands
First impression, ease of use are most important to customer satisfaction.
Google offers adtech unit changes to fend off antitrust lawsuit
The Justice Department is believed to want much more significant changes.
Worsening economy has more shoppers getting online info before making in-store purchases
76% search online for reviews and better prices before buying in store.
Facebook agrees to revamp adtech over discrimination charges
Second time company has settled a federal lawsuit about advertising bias.
Adobe: Online prices were up only 2% in May
The Digital Price Index doesn't include airline tickets whose cost was up 30% last month.
MarTech Salary and Career: Amanda Donnelly on learning and experience
"I’m correcting the preconceptions of where they should put their time and limited funds to start building awareness."
MarTech Salary and Career: The meritocracy myth vs. the real gender pay gap
Woman in martech earn an average of 0.70￠for every $1 a man earns.
MarTech Salary and Career: Federico Bianco knows the difference between good data and all the data
"It's essential to have an understanding of what data you want and why."
MarTech Salary and Career: Julia Monahan gets the data to support the hunch
"I love marketing because I really feel it’s the pulse of the customer experience."
MarTech Salary and Career: Anson Li is moving fast
"It's not just about targeting users and building LTV and user acquisition. There's a lot more about it."
Tough times increasing consumers’ desire for reliable, trustworthy companies
74% say communicating honestly and transparently is more important now than pre-pandemic.
OneTrust lays off 950 employees
Privacy management startup hit by flight of capital out of VC funds.
Digital revenues skyrocket for B2B businesses
40% of income now comes from digital channels, up from 28% two years ago.
US businesses’ CX scores down from last year’s all-time high
The average score dropped in 10 industries and rose in three, almost the exact opposite of 2021.
Android may be biggest beneficiary of Apple’s privacy protections
59% of mobile advertisers moved ad spend away from iOS.
Email marketing benchmark report shows personalized subject lines under-perform
Emails with personalized subject lines get lower open rates (18.79%) than generic ones (22.14%).
Chicago Cubs dive into the metaverse with Web3 marketing platform Valence
Fans will get an immersive augmented reality experience in the area around Wrigley Field
Studies find big increases in ad fraud attempts and fake traffic
Nearly a third of retail sites' organic and direct traffic is from bots and fake users.