martech

The worlds of advertising technology (AdTech) and marketing technology (MarTech) —  which for decades have developed in parallel — are converging. That conflation is driven by the desire of MarTech platform vendors to provide a consolidated view of all marketing activity to brands, and the importance of identification in creating market-leading customer

Martech landscape 2017

Every year, the LUMAscapes proliferate; every year, Scott Brinker’s marketing technology landscape grows denser. Now featuring more than 5,000 companies (up from around 3,500 last year), you practically need superpowers just to read Scott’s supergraphic. With martech, it’s an embarrassment of riches. Yes … but (there’s always a “yes … but,” right?).

robot, AI, work

Many companies know they must adopt artificial intelligence to automate processes and increase efficiencies to remain competitive. However, in a rush to adopt and leverage new technologies in the endless race to be innovative, the noise of the stampede may have drowned out what real benefits AI directly brings to

Senior marketers are more likely to rate their strategies a success than their employees, according to HubSpot’s ninth annual State of Inbound report. In ANZ, 77 per cent of C-level marketing and sales respondents said that their business’ marketing strategy was effective – compared to just 51 per cent of

Divorce, Separation

This week we’re thinking about marketing technology as we prep for our third sensational Gartner Digital Marketing Conference in San Diego. Specifically, we’re asking: What is marketing technology (aka martech), exactly? And: Does it belong in the same hub/cloud/stack as adtech? A few years ago, it became somewhat common to hear

Marketing software provider Marketo has acquired ToutApp, a sales engagement software company based in San Francisco. Take our Which-50 reader survey and go into the draw for a chance to win a pair of Sony H.ear Bluetooth headphones or 1 of 5 Google Daydream VR headsets ToutApp provides sales teams

During Shoptalk in Las Vegas last week, Israeli-company Adgorithms presented its case study with Italian lingerie brand Cosabella which decided to ditch its agency and bring digital in-house with assistance from AI marketing platform Albert. Albert is an artificial intelligence marketing platform designed to become a member of a brand’s

Adobe’s release of its advertising cloud will accelerate the conflation of advertising and marketing technology which has been accelerating already for several years. Martech providers like Oracle, Salesforce and Marketo will have to respond. Meanwhile companies like AdRoll, are driving the merger from the Adtech perspective. And beyond these technology companies, Google and

glossary

A clear understanding of the problem you are trying to solve leads to a more success implementation of marketing technology, says McKinsey and Company. According to the management consultants, the best-performing companies are investing in martech thoughtfully and working more closely with IT in a more agile way. Take our

Marketers must learn to speak the language of the boardroom if they are to demonstrate the value of martech to the bottom line and succeed into the future. That’s a key finding from a new piece of research released by Squiz. Called the State of Marketing Technology 2017, the report