Salesforce State of Marketing report promotes empathy, AI, and more focused KPIs

Salesforce has published its latest global State of Marketing Report, which has explored the rate of transformation within marketing and the data and organisational goals needed to achieve it.

The report, which collected data from almost 7,000 marketing leaders globally, had three overarching findings:

Marketing transformation is taking on new urgencyMore empathetic marketing is being achieved due to greater data and personalisationMarketers are doubling down turning...

Getting beyond the buzzword of ‘agile’ digital marketing to improve your customer relationships

Mention the word “agile” in a business setting, and it may lead to furrowed brows and scratched heads. Agility creates a lot of buzz — and a lot of misinterpretation.

To clear up any confusion, agile generally refers to optimizing and managing workflows. According to McKinsey & Co., it involves “using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly...

Has it taken a crisis for us to embrace the power of broadcast communications?

For many years, technology has had the power to radically alter the live communications landscape. From virtual, augmented and mixed reality to AI, technology that is readily available to us has been in a position to dramatically change the way we engage with live events through broadcast. Often this type of communication has been pushed to the side as facilitating it has not been viewed as “business critical”. Of course, communication is now and always will be business critical but,...

Why you should see artificial intelligence as your top intern, rather than an Einstein

Personalisation is essential for high-quality customer experience. This means that contact points should always be timely and relevant. Services such as Netflix and Spotify have made personalisation an art. You always see songs that you like or the series that are 'made for you'.

How do these companies get to know you so well? This personalisation is thanks to AI, which is crucial for services such as Netflix and Spotify. For them, AI means the difference between a customer who...

Aimee Stone Munsell, CMO, Contentsquare: On leadership, learning, and lateral job moves

Aimee Stone Munsell, chief marketing officer at digital experience software provider Contentsquare, is a firm believer in the adage that a leader is only as good as their team. "A leader's job is to make themselves obsolete," she tells MarketingTech.

Realising the bluntness of that statement, Stone Munsell (left) laughs and clarifies. "What I mean by that is my job is to create at each level of management and leadership, to make the people underneath you successful and the...

As Covid-19 threatens digital media, the industry must move towards semantic targeting

Despite consumers reading more online news than ever – driven by a desire for trustworthy content in these times of uncertainty – Covid-19 is posing an unparalleled threat to digital media. Advertisers utilising strict keyword blocking and adding broad coronavirus terms to their blacklists are missing out on the current traffic spike, as well as cutting off vital revenue for publishers.

Concerns about the long-term effects are rising. Following projections of £50 million in...

Joining the dots: How to keep your brand consistent—online and offline

Coronavirus has swept across the world and everyone is feeling it. Individuals are in self-isolation and brands are having to adapt. Entire industries are having to rethink the way they operate from top to bottom in order to weather the storm and emerge on the other side ready to serve their customers. And though it’s understandable that there’s a lot of pessimism around, the crisis will pass, and businesses should be preparing as best they can so that they’re ready to bounce...

Marketing and brand purpose in Covid-19: Getting social media right while social distancing

Call it a 'new normal', an adjusted reality, or whatever you will; for many businesses amid the Covid-19 pandemic, the show has to go on. But with it comes extra nuance; the standard off-the-shelf marketing messages may not cut it right now.

Or could they? Tom Goodwin, of comms agency Publicis Groupe, recently wrote on LinkedIn that 'by now, what [he] really wants in advertising is for [companies] to ignore the current crisis, rather than pretending to care about it.' "I don't...

WPP’s Verticurl named first agency to achieve Marketo Engage specialisation across the Americas, Europe, and Asia

NEW YORK, May 12, 2020 - Verticurl, a leading Marketo Engage agency and Adobe Platinum Partner, announces today the achievement of Marketo Engage specialisation across the Americas, Europe, and Asia, thus making it the first Adobe agency partner to achieve global Marketo Engage specialisation.

Adobe's solution partner program recognises agencies with proven capabilities to implement and service organisations leveraging Adobe Experience Cloud solutions. Marketo Engage is...

Why cookies continue to get a bad reputation – and what brands can do

We encounter cookies every day – and not all are of the sweet kind.

A common misconception about cookies is that they’re designed to be an intrusive tracking mechanism for companies wishing to know our every move and this leads consumers to believe they do not benefit from the data economy.

Do cookies benefit brands? Yes, of course. They give insights on consumers that can be used to deliver personalised content, encouraging them to work with or purchase a product...