This is the most popular content on Martech Zone.
Martech Zone’s Most Popular Articles
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Contextual Targeting: The Answer to Brand-Safe Ad Environments?
Today’s increasing privacy concerns, coupled with the cookie’s demise, means marketers now need to deliver more personalised campaigns, in real-time and at scale. More importantly, they need to demonstrate empathy and present their messaging in brand-safe environments. This is where the power of contextual targeting comes into play. Contextual targeting is a way to target relevant audiences using keywords and…
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TrendSpottr: Transform Social Noise Into Actionable Early Signals
Prior to social media’s prominence, there was a lawn care company that recorded all of it’s customer calls and categorized them by topic. The system turned into a sales engine because they could identify, geographically, issues that were cropping up in the region and then send highly focused emails based on the trending topics. Lawn care lovers would see the…
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A Manifesto for Responsible Marketing in the Age of AI and Automation
Artificial intelligence (AI), data, and automation increasingly drive marketing strategies; we must establish a framework for responsible marketing practices as marketing professionals. While there are tools that can be used for consumers and businesses to defend against the onslaught of autonomous, personalized, and targeted communications that are coming… irresponsible marketers will still have destructive potential with minimal investment that can…
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Why Leveraging Infographics Is A Great Content, Social Media, and SEO Investment
The ability to capture and retain your audience’s attention is paramount. So, what’s the secret weapon that can help you achieve this in the most effective way possible? The answer lies in infographics, which have proven to be an invaluable strategy for content marketing, social media marketing, and SEO. For anyone involved in sales and marketing, understanding the power of…
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The Impact of Collecting and Enhancing B2B Data for Marketing
When I began my corporate journey implementing continuous improvement, one finding that was consistent with improving any process was the inefficiency – and subsequent opportunity – in the hand-off. Decades later and I find that this is even true with our agency. One example is when our clients have turnover within their ranks. When the decision-maker changes, more often than…
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How Is Apple’s Mail Privacy Protection (MPP) Impacting Email Marketing?
With the recent release of iOS15, Apple provided its email users with Mail Privacy Protection (MPP), limiting the use of tracking pixels to measure behaviors like open rates, device utilization, and dwell time. MPP also conceals users’ IP addresses, making location tracking far more generic. While the introduction of MPP may seem revolutionary and even radical to some, other major…
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The New Marketing Mandate: Revenue, Or Else
Unemployment fell to 8.4 percent in August as America slowly recovered from the pandemic peak. However, employees, specifically sales and marketing professionals, are returning to a much different landscape—one that is unlike anything we’ve ever seen. When I joined Salesforce in 2009, we were just coming off the heels of the Great Recession. Our mentality as marketers was directly influenced by the…
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SalesRabbit: The Ultimate All-In-One Platform for Streamlining Your Field Sales Process
Field sales, also known as outside sales, is a dynamic and essential component of many businesses’ revenue generation strategies. It involves sales representatives venturing out of the office to meet potential customers, whether at their homes, businesses, or other locations. This personal approach allows building solid relationships, demonstrating products in real-world settings, and directly addressing customer needs. Field service technology…
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The 6 Roadblocks to Going Global with Your Retail or E-Commerce Organization
As domestic commerce and e-commerce organizations seek to expand their reach and tap into new markets, shifting to global sales becomes an increasingly attractive prospect. However, the transition from domestic to international commerce presents a unique challenge that requires careful navigation. This article will explore the roadblocks companies may face when making this shift and highlight the role of technology…
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How to Harness User-Generated Content Without Being Sued
User-generated images have become a valuable asset for marketers and media brands, providing some of most engaging and cost effective content for campaigns– unless of course it results in multimillion dollar lawsuit. Each year, several brands learn this the hard way. In 2013, a photographer sued BuzzFeed for $3.6 million after discovering the site had used one of his Flickr…
