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If you’re new to this, a “marketing stack” is the collection of software that a marketing team uses to ply their trade. The Stackies is a fun awards program at the MarTech conference where we invite marketers to send in a single slide that illustrates their marketing stack in some conceptual way. 
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The Marketing technology category is growing in leaps and bounds. Unfortunately, our most concise view into the category was built in 2011. While companies have been added highlighting new entrants, the Lumascape inspired view has been used primarily to emphasize how complicated and fast growing the space is.
Farid Mheir's insight:
WHY IT MATTERS: anything that helps me make sense of the fast moving world of digital marketing is always a good thing. I refer to it here as a snapshot of 2016, wishing that a 2018 version was available...
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What are the latest trends in digital marketing workplace technology marketplaces? RSG Managing Director & Analyst Jarrod Gingras for a fast-paced tour of key currents affecting your digital investments. Topics include: - significant developments in asset management tools
Farid Mheir's insight:
WHY IT MATTERS: the marketing technology landscape is often confusing and this webinar presents a very good overview of the market and provides key insights to understand the macroscopic trends.
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Top 20 new social media tools to try in 2018, including their prices, a quick walkthrough, and a review.
Farid Mheir's insight:
WHY IT MATTERS: say what you will, technology is often the driver of change. Always good to keep track of what's out there and what's possible because who knows, one of these may be useful... ;-)
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The Customer Data Platform Institute is a vendor-neutral organization dedicated to helping marketers manage customer data.
Farid Mheir's insight:
WHY IT MATTERS: this library of papers and technical documents on CDPs will provide a starting point if you want to know more on the matter. Head over to CDP institute for more: www.cdpinstitute.org
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This post explains why traditional marketing analytics tools can't deliver the results CMO’s demand and what you can do to overcome their limitations.
Farid Mheir's insight:
WHY IT MATTERS: it is true that analysis of marketing data is difficult and often requires advanced technical skills to string together the tools required to make sense of data. Interesting diagrams and explanations here.
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From
funnel
What would the impact be on your business if you could improve the effectiveness of your advertising by 25%? This document outlines the different parts of a good advertising setup and provides advice on best practices.
Farid Mheir's insight:
WHY IT MATTERS: few marketing units measure the success of their advertising campaigns. This article describes what it takes to do so.
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From
funnel
Next time you meet a marketer, ask them (or ask yourself if you have a marketing budget) the following question: As of today, what percent of your marketing budget have you spent so far this month and is your overall spend tracking above or below budget? More often than not you don’t get a straight answer. Because they do not know. The spend for different marketing channels is typically tracked in different tools or in different siloed reports. Nowhere is it added up every day.
Farid Mheir's insight:
WHY IT MATTERS: I see it in most organizations: marketing team is overwhelmed with data but very few manage to provide simple reporting to show how good (or bad) their efforts are. It should in fact be simple to produce the table highlighted here but it is not.
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The digital commerce platform market continues to grow steadily. Gartner forecasts digital commerce platform revenue to reach CAGR of 15.5% through 2022. The Gartner digital commerce team has seen continued growth in the number of digital commerce platform inquiries. We recently conducted a Gartner Research Circle survey composed of members whose organizations use digital commerce platforms (see the Evidence section for details). Organizations in manufacturing and natural resources represented the highest number of participants (26%), followed by retail, services, banking, insurance and government, which collectively represented 43%. The survey revealed the following take-aways:
Farid Mheir's insight:
WHY IT MATTERS: always good to use when you need to know where the market is going on eCommerce. Love the analysis. Always take the vendors and their position with a grain of salt.
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From
ico
Information Commissioner Elizabeth Denham has today (11 July) published a detailed update of her office’s investigation into the use of data analytics in political campaigns.
Farid Mheir's insight:
WHY IT MATTERS: read this very detailed report that explains how political parties have used the Facebook data to create personalized messages and influence the election that led to the Brexit. Fascinating. Also read my posts on the data you leave behind - the data exhaust - that enables the creation of your digital twin: http://fmcs.digital/blog/digital-twin
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From
ico
In May 2017 the Information Commissioner announced a formal investigation into the use of data analytics for political purposes. The investigation is one of the largest of its kind and is ongoing. This page will be updated as and when developments arise.
Farid Mheir's insight:
WHY IT MATTERS: this report from the ICO data privacy organization in the UK explains in their recent report how political parties and companies use your private data to create a digital twin profile to then target you during your Internet journeys with micro-targeted messages. Also read my post on the digital twin concept: http://fmcs.digital/blog/digital-twin
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The ecosystem of third-party partners is only getting more complex as technology proliferates: creative, media, digital, research, communications, management consulting firms, data partners and marketing/advertising technology vendors.
Farid Mheir's insight:
WHY IT MATTERS: digital transformation often requires new processes, skills and organisation chart. This chart explains what to keep in-house and what to outsource.
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Marketing leaders must boost the scale, relevance and return on content marketing investments. To meet these needs, content marketing platform vendors are merging editorial planning, content sourcing and analysis capabilities. Use this research to find a CMP that drives efficiency and results. - By 2020, 90% of brands will practice at least one form of marketing personalization. However, content — not data — will be the bottleneck and primary cause of failure. - By 2021, the term "content marketing" will be defunct as all marketing content rises to high-quality expectations of attention-limited audiences.
Farid Mheir's insight:
WHY IT MATTERS: marketing departments are often first to embrace digital transformation. Because of that they are more mature than others towards the use of solutions that are specific for digital processes. Case in point: content management. The proliferation of social media platforms, blogs, websites, and other have created a nightmare for marketing resources when it comes time to create, manage, publics and measure the success of their content they publish. Solutions have appeared to help reduce that burden.
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How do you know if you need Digital Asset Management technology in your enterprise? Do any of these challenges resonate with you?
Farid Mheir's insight:
WHY IT MATTERS: always a great reference when looking for solutions to web and marketing automation problems, the RSG provides here valuable information regarding Digital Asset Management tools.
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This is the final part 5 of a five-part series, providing an update on the 5 Disruptions to Marketing as 2018 marches forward. A recent study by Resulticks found artificial intelligence to be the most over-hyped term in marketing today. And that was with stiff competition from the buzzword bingo of big data, omnichannel, real-time marketing, and personalization. But as I wrote earlier this year, the one thing that everybody forgets about Gartner’s hype curve is that, even with the wildly swinging ups-and-downs of hype, the underlying technology continues to advance.
Farid Mheir's insight:
WHY IT MATTERS: Marketing has been the first department hit by digital transformation starting in the mid 2000s. It is interesting to take a step back after 10-15 years to see how they've evolved - and maybe learn a thing or two for other teams that are starting to feel the pain of digital transformation: administration, human resources, operations, etc.
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This is part 4 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. For the first half of the Internet revolution, “digital” meant the web. Email was there from the beginning too, but it’s never gotten much respect as a transformational medium. (Mostly, in my opinion, because the pain-to-pleasure ratio of email in people’s lives doesn’t feel like a net win — with a fistbump out to M.G. Sielger.). But then the Hyrda-like heads of digital touchpoints began to multiply.
Farid Mheir's insight:
WHY IT MATTERS: Marketing has been the first department hit by digital transformation starting in the mid 2000s. It is interesting to take a step back after 10-15 years to see how they've evolved - and maybe learn a thing or two for other teams that are starting to feel the pain of digital transformation: administration, human resources, operations, etc.
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This is part 3 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. I have been writing about vertical competition in digital marketing for several years: how companies at different points along the pathway between the marketer and the customer exert power and extract value.
Farid Mheir's insight:
WHY IT MATTERS: Marketing has been the first department hit by digital transformation starting in the mid 2000s. It is interesting to take a step back after 10-15 years to see how they've evolved - and maybe learn a thing or two for other teams that are starting to feel the pain of digital transformation: administration, human resources, operations, etc.
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This is part 2 of a five-part series, providing an update on the 5 Disruptions to Marketing as we head into 2018. The rise of citizen technologists — citizen developers, citizen integrators, citizen analysts, and so on — was largely enabled by two big movements in the software world: Cloud computing and Microservices & APIs.
Farid Mheir's insight:
WHY IT MATTERS: Marketing has been the first department hit by digital transformation starting in the mid 2000s. It is interesting to take a step back after 10-15 years to see how they've evolved - and maybe learn a thing or two for other teams that are starting to feel the pain of digital transformation: administration, human resources, operations, etc.
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A series on 5 disruptions to marketing. I wanted to look beyond the typical kind of prediction posts that we are inundated with at holiday season to scope out the larger changes underway over the next 3-5 years: Digital transformation redefines “marketing” beyond the marketing department.
Farid Mheir's insight:
WHY IT MATTERS: Marketing has been the first department hit by digital transformation starting in the mid 2000s. It is interesting to take a step back after 10-15 years to see how they've evolved - and maybe learn a thing or two for other teams that are starting to feel the pain of digital transformation: administration, human resources, operations, etc.
Graphics Design's curator insight,
February 20, 2018 2:37 AM
Just Kool Design Maker can give your custom letterhead Design a little promoting and publicizing touch, so you can get a decent presentation and consideration from your business clients.
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2017 was the year where the marketer's role in e-commerce changed drastically and retail businesses (both pure-play and omni-channel retailers) had to come to terms with a new playing field that required them to disrupt their own strategy at every turn.
Farid Mheir's insight:
WHY IT MATTERS: marketing expertise relies more and more on technology: AI, big data, beacons, emails, etc. Will the marketing resources be able to change and gain the skills required to deliver? Change management is key.
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Net Promoter Scores (NPS) are highly correlated to consumer loyalty. See our 5th annual NPS study of 315 companies across 20 industries.
Farid Mheir's insight:
WHY IT MATTERS NPS has been a great tool to evaluate a company's website "quality" as measured by its customer feedback. Moreover it provides global scores per industry so as to let you compare your performance to your peers. Here are the latest scores.
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From
zapier
Building a new website seems like an impossibly hard task, something that'd take a few hours at best and a few weeks or months at worst. You'd never make a new website just to share a couple reports or write about a project you're working on. You could, however. With the newly redesigned Google Sites—one of Google's best yet least known apps—you can build a full website for free in minutes. Here's how.
Farid Mheir's insight:
WHY THIS IS IMPORTANT Good to know that there is less and less friction to be online and in the cloud for teams and businesses. Moreover, I like using zapier to connect my different cloud solutions and performs simple tasks. For example, I use it to archive into a spreadsheet every tweet I post: useful when you want to quickly refer to it!
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From
hbr
The diminishing effectiveness of conventional advertising and the rise of social media have led more and more brands to embrace content marketing. More and more companies are seeing themselves not just as advertisers, but as publishers, launching digital newsrooms, podcasts, and other forms of branded content in order keep their brands, perspectives, and value propositions in front of customers.
Farid Mheir's insight:
I wrote about this in the past numerous times and it is great to see HBR and others recognize this important trend: companies are sitting on huge amounts of information they can use to extract meaningful information and share it with their clients and employees to attract and retain them.
For example, look at jawbone and how they do it
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Unacast’s latest Q4 Proxbook report confirms that beacon deployments are on track and the numbers align with ABI Research’s forecast of 400 million beacons to be deployed by 20201. Last year, we saw big brands undertaking large scale beacon deployments. And, this year started with Rite Aid’s announcement of initiating the largest beacon-deployment in a retail setting till date. Discover the top 25 proximity marketing campaigns in retail and what they are doing right.
Farid Mheir's insight:
A review on real-life beacon deployments in retail store tends to demonstrate a resurgence of proximity geographic location tracking.
WHY THIS IS IMPORTANT Digital transformation strategies require that customers are tracked in the real world as much as they are in the web-world. This often means that the mobile devices we carry enable a seamless digital communication - tools to push promotions and notifications while we walk the street or store aisles. To do so, retailers must know where you are and geofencing is not enough anymore. Beacons come to the rescue and mobile OSes - both Apple and Google - now build into their APIs very good location services which allow mobile app developers ways to connect with users in a very personal way. Using GPS location is not sufficient, especially indoors, so beacons are a must and reports such as this one show that our physical world has become a forest of digital beacons to track our every moves. We all thought this technology was dead after the initial failure of the 2013 Apple announcement. However, all retailers should now include geolocation and proximity tracking in their digital strategies and mid-term roadmaps, as it has apparently moved from the lab to the real world.
More on location services in the OSes, see the following links:
https://developer.android.com/guide/topics/location/index.html
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Digital transformation is one of those terms that seems to mean, well, everything. That's because different groups within organizations are investing in innovative technologies to modernize business operations. Whether it's IT, marketing, CX, HR, service and support, etc., each group, in their own right, is investing in advancement. It's not [...]
Farid Mheir's insight:
Another data point that shows CIOs and technology teams are not able to carry the digital transformation in organizations.
WHY IS THIS IMPORTANT Digital transformation is more profound than simply installing new technology or tools. What this recent survey shows is that it often is customer-focussed, which leads the marketing team to carry the ball forward. Because the digital transformation *also* implies new technologies, we see tension between CIOs and CMOs, which often lead to internal struggles, duplication of effort and sometimes the creation of the CDO role to sit between the 2.
El Monóculo's curator insight,
November 6, 2016 7:01 AM
Another data point that shows CIOs and technology teams are not able to carry the digital transformation in organizations.
WHY IS THIS IMPORTANT Digital transformation is more profound than simply installing new technology or tools. What this recent survey shows is that it often is customer-focussed, which leads the marketing team to carry the ball forward. Because the digital transformation *also* implies new technologies, we see tension between CIOs and CMOs, which often lead to internal struggles, duplication of effort and sometimes the creation of the CDO role to sit between the 2. |
Curated by Farid Mheir
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WHY IT MATTERS: learning from what best in class companies do is always good thing. This award from chiefmartech surfaces the best marketing technology "Stacks" - the list of technologies and solutions that marketing team at Cisco, IBM and others use to do their work - provides insights into the tools that companies leverage to do their work. And with over 6500 solutions in the marketing horizon, finding the "right" set of tools is so difficult that mapping yourself to what others are doing may be a good starting point!