Late last year Gartner declared 80 per cent of marketers would abandon personalisation efforts by 2025 because of a lack of ROI and a rising tide of data regulation. The analysts argued many data and personalisation efforts were backfiring with consumers finally catching on to the trade off and rejecting
Twenty-five years ago this week, Doug Weaver was the Eastern Advertising Director for Wired Magazine when he and his team sold the first banner ad to AT&T. From little things, big things grow. This year brands will spend over half a trillion dollars on digital advertising, representing over 60 per
Marketers are unhappy with the level of integration between the different technology tools they use to do their jobs. It’s an issue Which-50 has been interrogating with marketing executives, experts and analysts over the last three months, as we’ve tried to understand what’s driving a level of frustration with marketing
The complexity that comes with the growing martech marketplace is being mitigated by an increasingly popular “platform ecosystem” approach, according to Scott Brinker, one of the industry’s eminent voices. Brinker, VP of Platform Ecosystems at CRM SaaS provider Hubspot, argued the point at the company’s local event in Sydney yesterday.
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. Acquia has expanded from its traditional enterprise level web content management product and services built on the
The Chief MarTech Man is on the move. Scott Brinker, tracker of the famous and ever-expanding marketing technology ecosystem will join HubSpot as the company’s Vice-President, Platform Ecosystems. In an entry about the move on his own blog, Brinker wrote, “I wasn’t planning to take a new job. I was very
Industry structure may play a bigger part than technical complexity in the ongoing disconnect between advertising technology and marketing technology, according to the co-founder and CTO of Ion Interactive and editor of chiefmartec.com, Scott Brinker. Over the last year, through interviews with industry leaders here and in the US, in
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?).