Digital Marketing

The marketing game used to be so simple. Brands had money, a message, and a product to sell. Publishers had audiences. Many long lunches ensued, and nobody could quite agree which 50 per cent of the budget was being wasted. The development of sophisticated digital marketing platforms in recent years

Predictive media optimisation outfit Kenshoo has raised $US20 million in an apparently tightening money market, securing a valuation of between $US400 and $US500 million dollars. That’s a hefty increase on its valuation of $US300 just 18 months ago when it raised $US12 million. The raising was lead by Bain, which

Another of those perennial digital evolution questions is taking shape. It’s the longstanding “content is king” chestnut. It might also be termed: “Whose information highway is this, anyway?” Outside of journalism, people might have not have noticed the steady creep of some institutions into what is loosely defined as the

The increasing sophistication of platforms, the natural development of digital capabilities over time and the evolution of the marketing function are all feeding into an important shift in CMO priorities. Engagement is now as important as acquisition.  Engagement is becoming a critical watchword and innovation is now the order of

The most effective digital marketing organizations excel around the three P’s of digital marketing maturity – people, process and product – according to Adobe. And the very best of these companies outperform their average peers by 50 per cent. According to John Mellor Adobe SVP business development and strategy, Adobe

From CRM to the internet-of-customers, Salesforce is trying to win friends and influence people. There’s no doubt about it, Salesforce.com has definitely been reading Dale Carnegie. Over the past few years the company has evolved from cloud-based sales tracker to a leading thinker on customer behavior, big data analytics and

As the Interactive Advertising Bureau prepares to determine its next measurement regime, CEO Alice Manners has identified key areas where the market has moved significantly since the last tender was let in 2011. Manners told Which-50 that mobility, video, campaign sophistication and the growth of proprietary data are all major

Having watched rivals like Oracle and Salesforce buy their way into the competitive marketing technology sector, SAP has responded by hitching its wagon to Adobe. At least for now. The two companies today announced a strategic alliance which will see SAP resell Adobe’s marketing cloud with its HANA platform and

Vast amounts of online ad budgets are wasted every year on inventory that is served, but never seen by human eyes. As we have reported in the past, some estimates put the scale of the problem as high as $US12 billion of dollars worth of ad spend a year. Partly

The global mobile advertising market will grow from $US18 billion to $US31.5 billion in 2014 with two companies – Google and Facebook – set to dominate according to eMarketer. The two companies have increased their share from 57 percent to 67 per cent share in the last two years although