Marketing Technology

Despite no shortage of options, most marketers are still searching for their martech “Nirvana”. And as they have added more pieces to the marketing stack the technology has actually become a hindrance, according to Acquia CMO Lynne Capozzi. Sign up to Which-50’s Digital Marketing Newsletter Capozzi explained the paradox during

The continued fragmentation of the marketing technology market is driving organisations to adopt more open source software solutions, as proprietary products fail to live up to their billing, according to SaaS vendor Acquia. Sign up to Which-50’s Digital Marketing Newsletter Acquia has expanded from its traditional enterprise level web content

A Marketo research report has revealed Australian marketers’ most commonly used technology. But the research also revealed that over a third of Australian marketers (40 per cent) don’t have the necessary technology to do their job. WHICH-50 Reader Survey: Help us improve Which-50 by taking our annual reader survey. You

Spending on marketing technology is in sharp retreat, falling by 15 per cent in 2017, as CMOs pull back on high levels of spending amid concerns over their capability to acquire and manage technology effectively. The figures — and the analysis — are contained in Gartner’s recently released CMO Spend

During an AIMIA roundtable discussion, leading agencies and marketers shed light on the next big things in marketing technology. Here’s what the leaders of the industry think about the future of MarTech. Click here to download the Infographic 1. Back to basic optimisation and personalisation: “It might not be sexy

Here’s a data point that my colleague Jake Sorofman noted in a blog post back in October that bears repeating: “CMO spending on technology now rivals CIO spending … 3.24 per cent of revenue in 2016 [compared] to the CIO’s tech budget of 3.4 per cent of revenue… We called

I spend a fair amount of time talking to companies about positioning and messaging, which appears to be an endemic challenge for pretty much everyone. This is particularly true for technology vendors, who face the headwinds of the tyranny of words and convergence of everything. Try as we might, these

Marketing technology (martech) and advertising technology (adtech) are being drawn together after two decades of parallel evolution. What is driving the trend and what are the implications? Which-50 investigates.

Revenue and return on investment now outpace traditional web metrics like page views or email open rates for CMOs, according to a study. And the leading-edge consumers of marketing technology are pulling ahead of theirs peers on these measures. Such a result may seem self evident, but even as recently

One of the most important elements of marketing and digital transformation — that still attracts too little focus — is the marketing technology stack or marketing platform strategy. We hear a lot about Marketing Clouds and the literally thousands of bespoke marketing- and digital-related applications and software, but almost universally