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Marketing Day: Aetna’s CMO, Openprise’s Data Marketplace & LinkedIn analytics

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

Amy Gesenhues on August 14, 2017 at 4:11 pm | Reading time: 5 minutes

Here’s our recap of what happened in online marketing today, as reported on MarTech and other places across the web.

From Marketing Land:

New research shows Hispanic millennial shoppers are ‘a driving force’ of US economy
Aug 14, 2017 by Amy Gesenhues
Insights on mobile and social usage trends among this growing demographic.
Disclosure and transparency: The agency/client relationship twins
Aug 14, 2017 by Steve Cameron
Do your clients know what you’re doing with their accounts? Contributor Steve Cameron lays out why transparency is vital to building and maintaining trust with your clients.
Search marketers save $400 on SMX East until this Saturday!
Aug 14, 2017 by Marketing Land
Your search for actionable SEM and SEO tactics stops here. Join thousands of marketers at the largest search marketing conference on the East Coast — Search Engine Land’s SMX East, October 24–26, 2017, in New York City.
Breaking news: When AMP goes through the roof
Aug 14, 2017 by Barb Palser
Columnist Barb Palser says many big news stories are now consumed primarily in AMP format.
Why great creative is more important than ever
Aug 14, 2017 by Karen Steele
In the age of martech and the “Engagement Economy,” it’s easy to put creativity on the back burner. Columnist Karen Steele explains why that’s a mistake and why you need both art and science for effective marketing.
Aetna’s CMO: Our future is becoming ‘your care partner, not just paying claims’
Aug 14, 2017 by Barry Levine
As brands enter this new phase of digital transformation, their redefinition of customer experience can also help redefine themselves.
Engagio CEO: The one-to-one relationship is the key driver behind marketing’s evolution
Aug 14, 2017 by Barry Levine
Jon Miller, who also co-founded Marketo, thinks customer data/campaign orchestration tools are coalescing, while interaction ones keep multiplying.
3 strategies for keeping your marketing job in the age of AI
Aug 14, 2017 by Barry Levine
Tools powered by artificial intelligence don’t care whether they replace you. So, here are three spaces they can’t fill — at least not for a while.
It’s not just hype: Real changes to consumer behavior are driving adoption of data-driven creative
Aug 14, 2017 by John Nardone
Contributor John Nardone takes a look at how consumer behavior has changed in the age of smartphones and multitasking and explains why data-driven creative is essential to reach this new, distracted consumer.
Openprise moves into third-party data with launch of Data Marketplace
Aug 14, 2017 by Barry Levine
This new endeavor allows its clients to ‘change a data provider in or out as easily as changing a pair of socks.’
LinkedIn adds analytics, audience management & media buying solutions to its partner program
Aug 14, 2017 by Ginny Marvin
API integrations with 19 new partners are aimed at helping marketers more easily manage and track LinkedIn campaigns.
P&G slashed its digital ad spend & nothing bad happened: 5 ways ad tech is responding
Aug 14, 2017 by Ginny Marvin
Procter & Gamble’s results further highlighted problems in programmatic and the digital advertising supply chain. Various initiatives are underway in the advertising technology industry to address these problems and keep ad budgets coming their way.