Digital asset management (DAM)
3 steps to superpower your DAM system
DAM promises to speed up processes by unifying content and making it easier to find. Here's how to make the promise a reality.
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.
GA4 Setup Assistant part 2: Getting started with Google Analytics 4
This GA4 assistant has tools to select goals you want to import, copy Google Ads links and add users who can access your current property.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
B2B martech spending growth slows, may hit $8.5 billion by 2024
B2B martech spending may increase an average 13.5% over the next two years, down significantly from the 17.4% average increases since 2020.
GA4 Setup Assistant part 1: Getting started with Google Analytics 4
The GA4 Setup Assistant in Universal Analytics will help you migrate to the new tool if you manage the tags correctly.
UTM tagging: Getting started in Google Analytics 4
UTM codes, text you add to a link to gives you more information, are a key element to get the most from GA4.
More than 60% of B2B marketers say martech stack is too complex
The preferred solution: Spend more money on it. 70% of U.S. marketers expect their tech budget to grow next year.
Events and Conversions: Getting started in Google Analytics 4
In GA4 an Event is an interaction you want to track. Once you tag something as an Event, you then mark it as a Conversion to get it counted.
Marketers making less use of martech’s expanding capabilities
Only 42% say they are utilizing all the capabilities of their martech stack.
Customized insights: Getting started with Google Analytics 4
GA4's automated insights detect unusual changes in your data; custom insights can track your KPIs.
Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote
Marketing operates in a complex, volatile environment and your thinking needs to reflect that.
Data-driven attribution: Getting started with Google Analytics 4
DDA looks at your website data and assesses the probability of certain channels influencing conversions.
Setting up your website: Getting started with Google Analytics 4
GA4 isn't yet ready to be your main analytics tool, so start practicing with it now.
Setting up goals: Getting started with Google Analytics 4
Universal Analytics' goals are called conversions in GA4. Here's how to organize them.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
Apple adds BIMI to next operating system update
BIMI lets brands display their logos next to authenticated emails, protecting consumers from fraud.
Redefine success: Getting started with Google Analytics 4
GA4 isn’t about page views — it’s about different types of trackable events which provide actionable data.
When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
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.