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Gartner's strategic tech trends for 2021 turn pragmatic - CIO Dive

Gartner's strategic tech trends for 2021 turn pragmatic - CIO Dive | The MarTech Alert | Scoop.it
Privacy-enhancing computation
This technology maintains the security and privacy of data in use, beyond existing and standardized data-at-rest security controls. Technology candidates for more privacy include instances where sensitive data — such as personal data, data monetization or fraud analytics — are processed or transferred, according to Gartner.  

By 2025, the research firm expects half of large organizations to process data in "untrusted environments and multiparty data analytics use cases" using privacy-enhancing computation. 

Hyperautomation

Organizations can use hyperautomation to "rapidly identify, vet and automate" business and IT processes, a need heightened by the pandemic. By redesigning operations and using hyperautomation technologies, organizations can lower operating costs by 30% by 2024, according to Gartner.
CYDigital/marteq.ios insight:

I highlighted the two topics that most stood out to me.

 

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5 Tips for Listening to—and Understanding—Your Customers - Software Advice

5 Tips for Listening to—and Understanding—Your Customers - Software Advice | The MarTech Alert | Scoop.it
1. Collect effectiveness data
If you’re not already running customer surveys to determine what your customers like and don’t like, you’re leaving valuable data on the table.

2. Create customer personas

3. Complete a customer journey map

4. Supplement with outside data

5. Use a voice-of-the-customer (VoC) program: According to Gartner, VoC programs “collect, aggregate, and provide the means to analyze direct feedback from surveys and interviews, indirect feedback from social media and customer care interactions, and inferred data such as web analytics and behavioral data.”
CYDigital/marteq.ios insight:

Don't overdo your reliance on customer personas and use of supplemental data: the quality of output may not meet your requirements. However, do what you can to overdo VoC programs, especially extended Zero Party Data.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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10 B2B Marketing Automation Trends For Your 2021 B2B Marketing Strategy | KoMarketing

10 B2B Marketing Automation Trends For Your 2021 B2B Marketing Strategy | KoMarketing | The MarTech Alert | Scoop.it
  • More Investment.
  • Efficiency and Effectiveness.
  • Sales and Marketing Alignment.
  • Personalization.
  • Advertising.
  • Multichannel Marketing (Sometimes Called “Single Customer View (SCV)”).
  • AI-Driven Workflows and Buyers’ Journeys.
  • Conversational Marketing.
  • Automated Attribution.
  • Marketing Automation is No Longer Distinct From Any Other Marketing Strategy.
CYDigital/marteq.ios insight:

Completely agree with Personalization, but data management is MIA, especially in light of legislation. Click through to review the associated charts and tables.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Demand Spring Releases Results of Marketing Technology Survey - MarTech Series

Demand Spring Releases Results of Marketing Technology Survey - MarTech Series | The MarTech Alert | Scoop.it
Based on responses from marketing professionals, the survey uncovered a number of key findings, including:

67% of marketers have been negatively impacted by the pandemic

36% of marketers have experienced cuts to their martech budget

24% of organizations cancelled martech subscriptions deeming them ‘non-essential’

One of the most interesting findings relates to additional martech investment, with 43% of organizations indicating that they have added new tools to their martech stack. Reasons for these additional investments include supporting business growth, supporting a shift to digital marketing, transitioning to an online business model, and managing new demands for services.
CYDigital/marteq.ios insight:

Very much in alignment with the recent Gartner survey results.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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70 Percent of Consumers say They Will Exclusively Shop with Brands that Personally Understand Them this Holiday Season - MarTech Series

70 Percent of Consumers say They Will Exclusively Shop with Brands that Personally Understand Them this Holiday Season - MarTech Series | The MarTech Alert | Scoop.it
Shoppers are going increasingly digital and their expectations around personalization are also increasing. Personalization motivates purchases with nearly half (49 percent) saying they will be more likely to purchase from retailers who send personalized content and/or offers this holiday season. Receipt of irrelevant offers is for the second year in this survey, a top consumer frustration. Today’s consumer sees being understood by a brand as table stakes. In the survey, 82 percent of respondents expect that retailers will be able to accommodate preferences and expectations.

Brands that can get personalization right will be rewarded, with consumers highly likely (70 percent) to purchase exclusively from brands that show they understand them. Two-thirds of respondents say they want retailers to make the personalization consistent and frictionless, no matter the channel. They want the same understanding from a company whether shopping on a website, in-store, via a mobile app, or reaching a call center.
CYDigital/marteq.ios insight:

Here's a thought: give consumers complete control over their data, including providing them with a means to capture their data, then ask their permission to access it in exchange for a digital reward. Can't get any more personalized than that.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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IAB: US digital ad spend will grow 6% this year amid broader slowdown

IAB: US digital ad spend will grow 6% this year amid broader slowdown | The MarTech Alert | Scoop.it
  • Advertising executives expect spending on digital advertising in the U.S. will grow 6% this year, contrasting with an 8% decline for the broader ad market. Spending on traditional media that includes linear TV, out-of-home, standard radio, print and direct mail will plunge 30%, the Interactive Advertising Bureau (IAB) found in survey results this week.
  • Among the digital ad categories, paid search is the fastest-growing with a 26% estimated gain, followed by social media (25%), connected TV (19%), digital video (18%) and digital display (15%). Spending on several digital outlets will dip this year, including a 43% drop for digital OOH, 8% decline for podcasts and 5% slide for digital audio.
  • Media buyers who have a "very clear" or "somewhat clear" idea of their 2021 budgets said their ad spending will increase 5.3% next year. Only 30% of advertising executives have a clear idea of their budgets, leaving 70% with vague or nonexistent estimates for 2021, the survey found. The IAB surveyed 242 professionals with insights on media spending.
CYDigital/marteq.ios insight:

FWIW: webinar spending up, podcasting spending down.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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Martech Innovation: Gartner’s Hype Cycle for Digital Marketing 2020 Report

Martech Innovation: Gartner’s Hype Cycle for Digital Marketing 2020 Report | The MarTech Alert | Scoop.it
Customer data ethics, real-time marketing, artificial intelligence, personalization engines and location intelligence are the top technologies that are able to transform how marketers respond to a fluctuating environment, according to the just-released 2020 Gartner Hype Cycle for Digital Marketing. The report suggests that while optimizing the capabilities of your martech stack is imperative, during turbulent times the strategic investment in platform capabilities must factor into the equation.

CYDigital/marteq.ios insight:

FYI. The Hype Cycle for Digital Advertising matches up cleanly. 

 

Follow us on LinkedIn and qualify to use the Marteq platform at no charge! https://www.linkedin.com/company/marteq-io #martech #marketing

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Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020

Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020 | The MarTech Alert | Scoop.it
6. Intent Signals: We are doubling down on intent signals, using search analytics to guide our prospecting and digital advertising spend. We are fishing where the fish are biting. No more standing on the dock waiting for the fish to swim past (our website). Data-driven ads and outreach are increasing connections, meeting setting and hopefully downstream conversion. - Andrew Kokes, HGS

7. A Focus On First-Party Data: Many of the leading business-to-business technology companies are placing increasing importance on cultivating direct marketing relationships with prospects, as opposed to buying leads from third parties because of changing regulation (GDPR, CCPA, etc). As a result, B2B technology companies are investing more in developing their own tech stacks that are integrated cross-channel with DMPs and CDPs. - Brian Lee, Unleash Your Identity

9. Increased Focus On Data Privacy: There is probably no bigger shift happening in marketing (both B2B and B2C) than the continuously evolving data privacy landscape. B2B marketers are used to leveraging a lot of customer and prospect data in their campaigns, but new regulations are forcing companies to take a hard look at the data they collect and store. Marketers need to pay close attention to how this impacts their capabilities. - Tom Wozniak, OPTIZMO Technologies, LLC

12. Heavily Personalized Communications: Your potential clients and customers have unique personas, identities and preferences; treat them that way. Make sure to go beyond simple variables in your communications. One of the reasons our company keeps heavily investing in our employee benefits virtual assistance is its ability to hyperpersonalize communication at scale. Design your communications for an audience of one. - Rick Ramos, HealthJoy
CYDigital/marteq.ios insight:

Here are the four that are hyper-relevant to today's cost- and legislative-prohibitive environment. And to achieve all four? Provide your consumers with the ability to capture and control all of their data. BTW: FORGET first party data! Go right to ZERO PARTY DATA!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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