Martech

  • APAC Marketers Must Follow AI to Reach New Audiences

    With artificial intelligence (AI) and other technological developments creating more ways to engage consumers, brands in Asia-Pacific need to ensure they are ready to tap these new avenues.

    The emergence of autonomous vehicles and mobility as a service, for example, would open up new windows to engage an audience that would no longer need to focus on the road, said Tripti Lochan, VML's Southeast Asia and India CEO.

    She believes that changes in the automotive industry [...]

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  • How Can B2B Marketers Successfully Drive Customer Experience?

    The explosion of new marketing technology over the past decade has not only led to organisations improving their customer experience, but has also led to an expectation from customers to have a good experience. With B2C leading the way, in most cases, customers expect that same experience across all buying journeys. In this piece, Sylvia Jensen (pictured below), senior director EMEA marketing, Oracle Marketing Cloud, explains how B2B marketers can be successful in driving customer experience by tapping into their existing [...]

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  • The Rise of the CCO: Creating a Customer-First Experience

    Customers have developed high expectations for their interactions with a business and are now more loyal to the experience than the brand, making them more powerful than ever. Online search makes it easy to find an alternative product, price, or brand and, as a result, businesses can no longer rely solely on their reputation for customer loyalty. Tom Goodmanson, president and CEO, Calabrio, explains why the quest to achieve the ultimate customer-centric strategy must begin at the C-level, as he charts the [...]

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  • Making the Most of Martech: Lessons Learnt from the Ad Tech Evolution

    We’ve come a long way since the first RTB ad was placed in 2010. Evolution has been rapid and developments in technology even faster. Challenges haven’t come sparingly to marketers, and approaches have had to change along the way, writes Chuck Moran, VP marketing, RhythmOne.

    As programmatic and social began to take off, marketers too faced growing ad fraud, non-viewable impressions, a rise in bots, and increased uptake in ad-blocking technology. According to the IAB, 22% of British adults now use [...]

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  • The Realities of Delivering Seamless, Personalised & In-the-Moment Experiences

    We are in the era of empowered customers who define the customer experience on their own terms. New technologies are enabling new innovative experiences, which are in turn driving increasing customer expectations. This leads to the requirement for business transformation; and many companies are at different stages of sophistication in terms of how they execute on that. Often the terms marketing and advertising are used interchangeably. Typically, it’s the business model (CPM versus licensing) that’s cited as the difference [...]

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  • Marketo Engagement Platform Offers Choice Vs Captivity: Q&A with Chandar Pattabhiram, Marketo

    While attending this year’s Marketo Marketing Nation Summit, you could feel the excitement throughout the conference. Not only from new and long-time users of the Marketo platform, but from marketers excited about their launch into the world of martech and big data. ExchangeWire speak with Chandar Pattabhiram (pictured below), CMO, Marketo, on their vision to offer deeper integrations, simplicity and agility with The Marketo Engagement Platform, to drive true innovation for marketers.

    ExchangeWire: Why have Marketo chosen to move to [...]

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  • Oracle's Laura Ipsen on Consumer Experience & Data Overload

    Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company.

    During an interview [...]

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  • 'Driverless' Marketing: Is Digital Marketing Automation Heading the Right way?

    Las Vegas’ 2017 Consumer Electronics Show explored the road to driverless mobility. Self-driving technology is promising better use of your time while arriving at your destination safely. One of the show’s highlights was BMW’s advanced i Vision Future Technology, featuring added sensors that recognise hand gestures. It is marketing/advertising technologies’ vision to understand complex signals from the consumer and within the marketplace, to drive marketing to defined goals (semi-)autonomously – unlocking valuable resources for the ‘driver’. While programmatic is leading [...]

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  • Why 2016 Was The Beginning of The End of The Current Ad Tech Cycle

    There was a lot of M&A this year in advertising technology. According to Eric Franchi’s ad tech M&A tracker, there were eighteen acquisitions in excess of USD$100m (£68.4m) in 2016 – with a combined total of nearly USD$10bn (£6.8bn). This obviously should be viewed as a positive for the industry. Ad tech clearly still plays a crucial part in the monetisation and execution strategies of publishers, agencies and brands.

    Despite the M&A frenzy this year there is a sense in [...]

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  • 'Social Care Strategy' Often Fills Marketing Teams with Dread: Q&A with Leo Ryan, VP, Spredfast

    Social media is slowly starting to become a key element of a brand’s communication strategy and, of course, this means they need to take customer service into consideration. ExchangeWire speak with Leo Ryan, VP, customer solutions, EMEA, Spredfast, about how brands are dealing with this form of communication, and how marketing technology is aiding them in their social care strategy.

    ExchangeWire: There has been a huge rise in the number of consumers turning to social media to approach brands [...]

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