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Breaking down the push and pull of expansion, consolidation across the martech app ecosystem

breaking down the push and pull of expansion, consolidation across the martech app ecosystem

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Everyone in our industry knows that the growth rate among marketing technology applications has been exponential for years now. The 2020 Marketing Technology landscape released last month included 8,000 solutions. There were fewer than 200 logos on the chart in 2011, which means we’ve seen a 5,233% increase in martech solutions in less than a decade.

Even in the current economic crisis and the impact it will have over the next 18 months, some martech companies may see gains. Forrester reported this month it expects marketing spend to drop 28% in the U.S. by the end of 2021, with CMO budgets losing $222 billion. And yet, Forrester predicts tech spend will not only hold, but expects data and analytics, advertising technology and marketing automation to grow by 2% — a very slight growth, but still growth.

And within all of this growth across our industry, two (what seems like) opposing realities exist, according to MarTech Conference Chair and editor of Chiefmartec.com Scott Brinker: There is a massive consolidation in platforms; and there is a massive expansion and diversification of apps.

The push and pull of consolidation versus expansion

“Everyone is surprised by how fast it has grown,” said Brinker about his Marketing Technology Landscape super graphic, “One of …

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Brooke Burdge Recognized as Jersey’s Best 40 Under 40 Marketing and Communications Professionals

brooke burdge recognized as jersey’s best 40 under 40 marketing and communications professionals

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The NJ Ad Club, a leading organization of marketing and communications professionals residing in New Jersey, has recognized Brooke Burdge, VP of Marketing at Attentive®, as one of the top 40 marketing and communications professionals under the age of 40 for 2020.
Winners of the 2020 Jersey’s Best Top Marketing and Communications Professionals Under 40 Award presented by the NJ Ad Club represent the top professionals who have each had a substantial impact on the marketing and communications industry before they’ve reached the age of 40. The winners selected must embody exemplary leadership by motivating others to achieve their vision, promoting innovation, and prioritizing creativity.
Burdge has spent her career leading & building powerful B2B marketing organizations—particularly in the marketing technology space. After starting her career in marketing at Deloitte and Movable Ink, Burdge joined as the first marketing hire at TapCommerce, a mobile app re-engagement technology. The company was later acquired by Twitter in 2014, where she went on to lead B2B marketing for the Mobile Apps & Telco verticals.
In 2016, Burdge joined as part of the founding team of Attentive—a personalized mobile messaging SaaS platform that now works with over 1,000 leading brands and organizations. Burdge’s marketing sense has helped power  …

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AppsFlyer Launches “Next in Marketing

appsflyer launches “next in marketing

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AppsFlyer, the global leader in mobile attribution, today announced the launch of Next in Marketing, the company’s new industry podcast. Hosted by Mike Shields, a former Editor at the Wall Street Journal, Business Insider, AdWeek and Digiday, Next In Marketing will take a deep dive into and chronicle the massive ongoing shifts and reinvention happening at the intersection of marketing, media and advertising.
“AppsFlyer is at the forefront of mobile attribution, which really means they have this incredible front row seat to what real people are responding to from brands, media companies and of the course the biggest tech platforms on the planet,” said Mike Shields, CEO, Shields Strategic Consulting. “It’s from that vantage point that we hope to explore today’s rapidly changing marketing landscape in depth. My hope is through this podcast we’ll deliver captivating and insightful commentary from some of the top experts and executives in this industry.”
As the world of marketing, media and advertising continues to change and these industries focus on new technologies, data and direct-to-consumer businesses, consumer behavior is also evolving as people become more attuned to the privacy and digital marketing practices. Next in Marketing will introduce listeners to …

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SaaS Marketers: Tap Into the Value of Tech Partner Programs

Information Access and Management (IAM) Platform powers IAM Network - 60,000 + engaged information professionals worldwide.

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PHOTO:
Alex Kuk

The widespread adoption of cloud software shows no signs of slowing down. Gartner predicts the largest cloud market segment Software-as-a-Service (SaaS) revenue will reach $151.1 billion dollars by 2022, up from $85.7 billion in 2018. SaaS providers are disrupting their industries and changing the way professionals work across all departments.  Organizations rely on SaaS technologies to run their businesses. And professionals use multiple SaaS software tools (or apps) on a daily basis to improve productivity, efficiency and data accuracy. They’re also opting to work with best-of-breed software design by choosing standalone tools for specific areas instead of purchasing all-in-one software systems. As end users continue to adopt multiple cloud technologies and new processes, SaaS marketers must change the way we sell. This is an opportunity to rethink our own growth strategies that go beyond direct sales channels to technology or channel partner programs. Customers Have an Ecosystem Mindset A consequence of using multiple SaaS apps or best-of-breed software is disparate systems. Standalone software doesn’t always work with other systems out-of-the-box, causing problems for today’s users. Software tools increase in value when integrated into the rest of the technology stack. When software is disconnected, organizations are left with the …

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Iterable Takes Third-Annual Growth Marketing Conference Virtual, Announces Activate Live

iterable takes third-annual growth marketing conference virtual, announces activate live

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Iterable, the leading cross-channel engagement platform, today announced the full speaker lineup for the virtual version of its signature growth marketing conference, Activate. The first-ever virtual conference from Iterable will be a full-day event on June 24 delivering insight-rich sessions on how forward-thinking marketers are overcoming business challenges and creating innovative campaigns.
“We couldn’t be more excited to hold Activate remotely this year,” said Justin Zhu, co-founder and CEO of Iterable. “Without travel or scheduling restrictions, marketing professionals from across the globe will have access to world-class industry leaders, 15+ sessions, a digital expo hall and virtual networking—all at no cost.”
The panel of marketing industry leaders featured in Activate Live’s lineup will align with two session tracks: Customer-First and Tech-Forward. The Customer-First track will focus on the role of empathy in growth marketing, equipping attendees with the tactics and skills they need to create human connections and build long-term loyalty.
Attendees on the Customer-First track will hear from marketing experts such as Katie Raynolds, Retention Marketing Manager at Redfin, who will lead a session on writing engaging email copy, and Alex Reed, co-founder and CMO of Truman’s, who will share how to breathe life into product categories …

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Australia accounts for a quarter of all APAC MarTech vendors – Which-50

australia accounts for a quarter of all apac martech vendors – which-50

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Tess Bennett 2020-05-28Australia technology companies are overrepresented in the Asia Pacific region’s marketing technology landscape, according to a new infographic. Inspired by the global edition released annually by Scott Brinker, the MarTech Alliance has compiled its first APAC Marketing Technology Landscape Supergraphic, collating all the marketing technology vendors in Asia Pacific region. The regional version is significantly less crowded than the Scott Brinker’s international graphic which organises more than 8,000 logos. Of the 660 martech providers across 18 countries, 25.5 per cent of the vendors are headquartered or born out of Australia. Australia is in the second position for contributions to the landscape, second only to India, which accounts for 41.7 per cent of the vendors.The list includes Australian technology giants such as Canva (content marketing), Campaign Monitor (email marketing) and Atlassian (projects and workflows).  Across the landscape, the largest subcategory is social & relationship, accounting for 34 per cent of vendors. “Australia really is a force to be reckoned with in the martech space – given the size of the market, it’s really impressive to see such amazing innovation on a global scale, and such a valuable contribution to the marketing technology industry,” Carlos Doughty, CEO, Chief Marketing Technologist and founder …

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AnyMind Group becomes a Google Certified Publishing Partner

Information Access and Management (IAM) Platform powers IAM Network - 60,000 + engaged information professionals worldwide.

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New partnership strengthens offerings to maximize value for publishersSINGAPORE, May 28, 2020 /PRNewswire/ — AnyMind Group, a company in the marketing tech, entertainment tech and HR tech spaces, has become a Google Certified Publishing Partner. This enables AnyMind Group to add on to existing offerings by tapping onto Google’s range of services and products to help publishers across Asia, and certifies the expertise held by AnyMind Group’s local Publisher Engagement teams across 11 markets in Asia. AnyMind Group LogoMoreKosuke Sogo, CEO and co-founder of AnyMind Group, said: “Over the years, we’ve steadily grown the number of publishers we work with across Asia, providing various solutions including the AdAsia360 and other extended offerings. We’re honoured to receive this accreditation, which justifies something our customers have already known – our expertise in helping them grow incrementally.” Through the AdAsia360 platform, AnyMind Group is currently powering over 118 billion monthly impressions from 450 online publishers in Southeast Asia, 250 online publishers in Greater China, and 420 online publishers in Japan.The AdAsia360 platform enables browser-based publishers to consolidate, manage and track their revenue streams across multiple supply-side platforms and ad networks, including Google’s demand sources, and provides publishers with features including header bidding, integration with Google Analytics, automated pricing optimization …

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Three Ways Technology Can Boost Customer Experience for DTC Marketing – Chief Marketer

three ways technology can boost customer experience for dtc marketing – chief marketer

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Providing a superior customer experience is critical in these times, particularly for direct-to-consumer brands. To ensure customers receive the appropriate communications and assistance leading up to purchase, data-driven technology is a must-have for brands that intend to remain in business, according to an article in Multichannel Merchant.
There are three ways in which brands can implement technology that can help streamline and control the customer experience—particularly during the last mile. First, the article suggests that marketers focus on last-mile visibility by communicating to customers through providing transparent, real-time tracking and accurate ETAs. Consider using digital proof of delivery and chat tools to enhance the experience, which will boost security and trust.
Secondly, COVID-19 has made the delivery of products contactless, which creates even more distance between brands and their customers. Digital communications, including social media, can be helpful to keep the lines of communication open. Lastly, with delays and delivery failures increasing as a result of broken logistics supply chains, AI-driven communications surrounding delivery dates and supply are paramount to maintain—and ideally increase—brand loyalty. For more on technology solutions for DTC marketers, read more in Multichannel Merchant.

Other articles you might enjoy:

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Join ABA’s Upcoming Marketing, Technology Meetups

join aba’s upcoming marketing, technology meetups

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On Thursday, June 4, at 1:00 p.m. ET, the American Booksellers Association will present the Marketing Meetup “How to Make Friends and Influence Purchases: Digital Marketing’s Self-Help Guide to Customer Retention.”
Following the May 7 Marketing Meetup on Retaining New Customers, Jordan Brannon and Cass Cross of Coalition Technologies will return to discuss how to maximize the value of each new visitor to your site through social media marketing, retargeting, paid advertising, and more. 
The June 11 Technology Meetup, to be held at 1:00 p.m. ET, will feature bookseller Angela Trigg of Haunted Bookshop in Mobile, Alabama, who has created a chatbot through which customers can place orders on the store’s website. The chatbot can detect if someone wants to order a book and then asks questions (like title, author, etc.) and records the answers to create an order for her store. In this session, booksellers will hear about the online tools Trigg used and how she set it up, as well as see a demonstration of how it works from the customer side.
Sign up and learn more about ABA meetups here.

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