Martech Zone
Martech Zone provides daily articles for business, sales, and marketing professionals to research technology, discover new sales and marketing tools, and learn how to leverage platforms to drive greater business results.
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Artificial Intelligence
The Good, The Great, and the Scary with Artificial Intelligence
When I was honorably discharged from the Navy in 1992, it was perfect timing. I went to work for the Virginian-Pilot in Norfolk, Virginia – a company that fully adopted IT Innovation as part of its core strategies. We installed fiber and removed line-of-site satellite, we hard-wired programmable-logic controllers to PCs and captured data that helped us fine-tune our maintenance…
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Advertising Technology
SQream: How Big Data Analytics Have Become Crucial for DSPs
The stakes have never been higher for marketers managing real-time bids, programmatic advertising, and customer targeting. Budgets are under pressure. Expectations are sky-high. And campaign optimization isn’t just a nice-to-have—it’s the difference between wasted spend and sustained ROI. That’s why big data analytics has evolved from a supporting role into a strategic linchpin for demand-side platforms (DSPs). DSPs operate in…
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Customer Data Platforms
Is Your Organization Ready to Utilize Big Data?
Big Data is more aspiration than reality for most marketing organizations. Broad consensus on the strategic value of Big Data gives way to the myriad of nuts-and-bolts technical issues necessary to structure a data ecosystem and bring crisp data-driven insights to life in personalized communications. You can assess an organization’s readiness to leverage Big Data by analyzing an organization’s capabilities…
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Analytics & Testing
How to Measure and Improve Your Twitter Marketing Strategy
There’s not too much news on the Twitter front and I have yet to hear back from Jack on my Open Letter to Twitter. That said, I still use Twitter daily, find value amongst the deafening noise, and wish for it to succeed. Can you utilize Twitter to help promote your personal brand, corporate brand, products, or services? Of course! Fifty-seven…
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Content Marketing
Are You Getting Bad Advice From Leading Marketers?
Maybe I’ve been in the marketing game too long. It seems that the more time that I spend in this industry, the fewer people I respect or listen to. That’s not to say I don’t have those folks that I respect, it’s just that I’m becoming disillusioned with so many who hold the spotlight. Beware of false prophets, who come to…
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Content Marketing
Do You Need Terms and Conditions, Privacy and Cookie Policies?
Communication and commercial dealings have always gone hand-in-hand. This is true more so now than ever before, with our ever-increasing accessibility to online devices, whether on our computers, tablets or mobile phones. As a result of this instantaneous access to new information, the company website has become a key tool for businesses to deliver their products, services, and culture to…
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Content Marketing
What Marketers Can Learn from Dell’s IT Transformation Research?
Dell defines Information Technology Transformation as the process of enhancing information and communication technology so as to make human lives more efficient and better. IT transformation also centers on improving infrastructure so as to encourage efficiency in systems due to a reduction in the wastage of resources. I’ve been working with Mark Schaefer and his client, Dell Technologies, over the…
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Content Marketing
Semrush Adds Tool to Crawl Your Site and Find HTTPS Issues
If you’ve ever had to utilize a browser’s developer tools to try and track down a rogue image or include that’s not secure, you know how frustrating it is. Lucky for us, there’s been a fantastic update to Semrush‘s comprehensive Site Audit – the addition of an HTTPS checker. You can now perform an in-depth HTTPS check which covers 100…
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Content Marketing
Why Creative Collaboration Tools Are A Necessity For Your Team To Prosper
Hightail has released the results of its first State of Creative Collaboration Survey. The survey focused on how marketing and creative teams collaborate to deliver the mountains of original content needed to drive campaigns, deliver business results and increase sales and revenue. Lack of Resources and Increased Demand are Hurting Creatives With a growing output of content throughout every industry, the…
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Advertising Technology
Three Dangers of Affiliate Marketing and How to Avoid Them
The affiliate industry is nuanced. There are many players, layers, and moving parts. While some of these nuances are what make the affiliate model unique and valuable, such as connecting compensation to outcomes, there are others that are less desirable. What’s more is that, if a company is unaware of them, they risk damaging their brand. For companies to take…
