Tagged: Martech Column

Soapbox: Customer-centricity in the new normal

In what seemed like a moment, the entire world changed. Everything we took for granted about the economy, consumers’ attitudes and values, and ways we collectively went about living our lives have been suddenly...

Soapbox: Gamification has promise and pitfalls

Fellow contributor, Greg Heist, argued gamification is worth considering. I agree that it is, but there are pitfalls. My background with gamification goes back to when I took Kevin Warbach’s Coursera Gamification course, which...

Pro Tip: It’s time to evaluate your martech budget

With the introduction of state-mandated quarantines and non-essential business shutdowns, technology for marketing and communication are more important than ever.  As businesses begin revisiting their budget and reassessing the ROI of SaaS technology, it’s...

Why hyper-personalization demands a fair value exchange

Retailers today face an interesting challenge, and competitive opportunity brought on by the growing customer demand for personalized products, recommendations and experiences. To successfully achieve this personalization, the delivery process for brands involves a...

Soapbox: The challenges of CTV ad targeting

Ad targeting works best when a marketer’s message is delivered to the right person at the right time on the right screen. With CTV, determining those factors can be surprisingly difficult. Media buyers may...