Marketers have many criteria for software tool selection, and the marketers of those tools have many angles to pitch. But one factor turns out to be a necessary first hurdle for many business tool customers: Is it integrated with [my favorite platform]? ‘Everything in one spot.’ That is, many firms — small-to-medium-sized businesses (SMBs) in […]...

Though you’ll hear near universal praise for data-driven decision-making, many companies haven’t yet been able to put such a strategy into practice. Why? Well, one barrier, acknowledged by 75 percent of marketers surveyed by Econsultancy last year, is that too few in the marketing realm have the requisite training and education on data and analytics, […]...

Regardless of your company’s size and marketing sophistication, marketing automation tools can provide the following benefits to the organization: Increased marketing efficiency. Enhanced ability to generate more and better-qualified leads. A multichannel view of prospect behavior. Better alignment of sales and marketing goals. Improved lead conversion and ROI. MarTech Today’s “B2B Marketing Automation Platforms: A […]...

Pre-Thanksgiving surveys indicated that more people intended to shop online this year than in the past. That sentiment did translate into actual behavior, as Black Friday in-store traffic was down according to retail analytics firms. Store traffic down somewhat vs. 2017. RetailNext reported that on Thanksgiving and Black Friday sales in stores were down 4 […]...

Quora unveiled a new native ad unit Tuesday called Promoted Answers, which offers marketers the opportunity to promote organic content posted on the site by themselves or others. Featuring a question, a portion of an answer and a link that takes the users to the full answer, a Promoted Answers ad can be targeted in all […]...

Facebook has undergone a tumultuous period of self-examination in 2018 with the departure of the founders of WhatsApp and Instagram just part of a series of crises besetting the tech giant. Facebook’s founder, Mark Zuckerberg appeared in front of European and US legislators three times to defend the company’s policies on privacy amid growing backlash […]...

For more than 10 years, marketers have attended Search Marketing Expo – SMX® West for a variety of reasons. Here’s what a few of them had to say about the experience: “… changes in search marketing are impacting the variety of stakeholders in the industry. It is too easy to get stuck in one’s own perspective alone, and SMX […]...

This week, a federal court indicted eight individuals for their roles in widespread digital advertising fraud, with charges ranging from wire fraud and computer intrusion to aggravated identity theft and money laundering. The news is the latest chapter in a multi-year investigation of ad fraud botnets initiated by ad fraud security firm WhiteOps in 2016. Botnets […]...

Perhaps you’ve felt like cheering or booing someone in marketing, ads or search over the last 12 months. If so, now’s your chance to amplify those feelings! We’re looking for nominations for our fourth annual “Naughty & Nice” list, either in the Naughty or the Nice categories — or both. How to nominate. Submit your […]...

Data segmentation provider Claritas announced on Thursday that it has purchased tracking and measurement firm Barometric. Targeting and verification. Barometric’s identity graph technology was originally developed as an internal tool for its original parent company, ad network AdTheorent, from which it spun off in April of this year. It claims to be the only “solution […]...