Marketing Technology

Scott Brinker, co-founder and chief technology officer of martech firm ion interactive and editor of the Chief Marketing Technologist blog, provides an update on the marketing technology landscape and what its evolution means for marketers in 2016.

Mark Goines, the CMO of Personal Capital, talks about how the digital wealth management tech company uses marketing technology to track and optimize cross-channel acquisition and conversion, as well as how it is finding scale beyond digital.

More than a quarter of US CEOs said they plan to increase spending on advertising over the next 12 months, according to research. Marketing and sales promotion is another area they’re focusing on.

Tip Rose, vice president of enterprise digital marketing at healthcare supply chain Cardinal Health, spoke with eMarketer about how the company manages its marketing stack and braces for changes.

Chris Thorne, CMO of The Honest Company, an eco-friendly retailer, talks about engaging with millennial mothers and discovering what they value.

Marketers are increasingly adopting and incorporating new technologies into their strategy. According to a July 2015 survey, almost a third of respondents said it takes four to six months to fully integrate new technologies into their marketing efforts.

Jon Moore, chief product officer of Trainline, an online seller of train tickets for UK train services, discusses how its mobile app has streamlined the travel process for its consumers.

Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.

eMarketer checks in with Dun & Bradstreet CMO Rishi Dave to see how the role of marketing technology evolved at the business information services company throughout 2015 and how it’s influencing priorities for 2016.

The use of data management platforms (DMPs) among industry professionals continues to grow. Yet, those same marketers are skeptical of DMPs' ability to deliver on expectations and business goals, according to research.

Christopher Curtin, chief brand and innovation marketing officer at Visa, discusses the challenge of integrating marketing tech companies.

Andrew Daley, vice president of marketing at Zipcar, spoke with eMarketer about how the rental car company plans to manage and operate its marketing ecosystem in 2016.

Marketers are constantly looking to get value from their data-driven marketing efforts. According to research, insufficient availability or functionality of supporting technology is a challenge to doing so.

When it comes to personalization, marketers may still be stuck on the basics. However, many agree that technology is making it much more straightforward to personalize at scale, according to September 2015 research.

To some extent, US ad and marketing professionals are using data-driven marketing, according to July 2015 research. Most are primarily using it to maintain databases.