The Future of Martech

In this webinar, Kelly Haggard from Synchrony and Ryan Phelan from RPE Origin explored the realities of marketing automation at scale, navigating success, and propagating results from your email program.

A modular approach can help enterprise-scale businesses with a fast, reliable way to roll out critical digital initiatives.

In this video, EY shared its approach to telling stories through its content and capitalizing on data to guide the distribution of that content.

Marketing Futures conducted a primary research study that explored how marketers plan to leverage emerging trends and innovative marketing tactics in 2022 and beyond. Analysis of this study’s data revealed two very different groups of marketers heading in divergent directions: the “laggards” and “hypergrowth” marketers.

Excerpted from the ANA Future of Marketing Report, this four-step action plan was designed to empower marketers to drive business growth regardless of their current situation and future orientation.

Considering a Data Clean Room? InfoSum shared its guide to selecting the right clean room solution for your needs, including use cases by industry, data strategies and case studies showing how companies are using clean rooms today.

In this video, Metlife explored how brands can combine data, technology, and humanity to build more meaningful connection with consumers.

Michelle Froah, SVP of global marketing global strategy and science at MetLife, discusses how the future success of brands will be dependent upon marketers’ ability to implement advanced technology while maintaining humanity in all communications and activations.

In this video, HubSpot’s Scott Brinker examined three areas of innovation that have emerged with marketing technologies undergoing a vast proliferation.

Acxiom’s Linda Harrison shared insights into how brands can respond to the looming deprecation of third-party cookies.

Luke Kigel from Walgreens discusses the opportunities for brands to offer personalization in the privacy ecosystem.

The world is seeing price inflation on a scale that hasn’t been experienced in 40 years. While brands may be tempted to resort to their old playbooks by raising prices, cutting margins, or sacrificing quality, the amount of data and visibility that brands experience now can help manage these difficult times. Nuanced information about markets, consumers, and suppliers allow marketers to choose where and when to change prices or margins, and provide an opportunity to optimize their promotions around the products most affected. The resources below provide insight into how consumers are dealing with inflation, and how brands can positively respond.

As inventory becomes more scarce, nonprofit marketers and fundraisers must be even smarter about how they deploy dollars and measure media value. They need tools and insight to understand distribution and not approach everyone as if they bring the same value.

Last month's Pulse discussed Customer Data Platforms to manage the myriad data marketers will need to collect post-cookie. It begs the question, though: If you can't deliver an exceptional customer experience in a highly competitive world, will you even need a CDP? If you can't delight your customers, then the rest is moot; the keys to all success across a marketing organization start and end with the end-user: the consumer. The resources here discuss some of the ways CX will evolve in 2022.

With the eventual and final phase out of the third-party cookie, marketers will need to rely on the data they can collect directly from consumers. This first- and -zero-party data will come from a multitude of sources and, if not managed properly, can end up as a disorganized, in-actionable mess.

When CMOs and CIOs collaborate the results include more engaged customers and healthier returns from marketing technology investments. However, without both sides first agreeing on governing principles, merging marketing and IT teams may end up being a wasted exercise.

Lionsgate shared insights on how it successfully migrated legacy data and project management systems into a new, singular hub that took all of the film studio’s disparate data sources and project management tools and housed them on a cloud accessible to any team member at any time.

Having a marketing playbook can fuel operational excellence and prevent poor marketing execution.

CDP specialist Zeotap provides an accessible introduction to Customer Data Platforms.

Frans Riemersma from BrandMaker covers the three functions of marketing operations.