Loyalty. What’s emotion got to do with it? That emotional connection to a brand is extremely important to customer loyalty. It’s often been thought to be a key driver of loyalty. It goes beyond a product’s or service’s functional benefits and taps into customers’ feelings, values and identity. True loyalty is about more than transactional…
In the era of big data, businesses are recognizing the value of collecting vast amounts of information about their customers, operations and market trends. But, many still struggle to transform this data into actionable insights. This is where predictive analytics comes into play. Predictive analytics, a form of artificial intelligence, uses historical data and advanced…
This is my inaugural column for MarTech, and it’s great to be here. From T-shaped marketer to translator of business languages For more than 30 years, I was a marketer and communicator in large companies and agencies. In my quest to be seen as significant, I became what HR teams call “T-shaped.” I gained more…
This article was co-authored with Ronen Shnidman, Head of Content at okoora. With digital marketing and social media taking center stage, it’s easy to assume traditional public relations (PR) is outdated. However, PR is thriving in today’s marketing landscape. Around the world, PR remains invaluable for shaping perceptions, building credibility and connecting brands with their…
Trinh Tham (left), founder of Straatt Business Reimagined, discusses leadership with (from top) Marni Puente, SVP/CMO SAIC; Karen Feldman, VP marketing and communications at IBM Consulting and keynote host Drew Neisser, founder of CMO Huddles. How can marketers overcome office politics to build cross-organization relationships needed to do their jobs? That was the topic discussed…
Digital marketing and martech are transforming businesses, but getting leadership to invest can be difficult. Marketing teams often struggle with doubts about past results, tight budgets or a fear of change, making it hard to win support. Below are strategies to help you gain leadership support for digital marketing investments. With insights from marketing leaders…
Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative…
One of your vendors will suffer a data breach. It is a when, not an if. They may have already, but not yet know it. Because marketing handles so much customer data, it’s essential to know what to do when a breach happens. There will be a breach in 2023, 61% of companies reported a…
I’ve just returned from MAICON 2024, one of the best, if not the best, conferences focused on AI and marketing. MAICON didn’t disappoint: I’m full of ideas to help our clients improve their marketing by applying AI. At the same time, it became evident to me that many organizations are far from being able to…
Jason, director of product marketing at a global cybersecurity company, celebrates a big win. His product ranks as the third-fastest growing in the company. But there’s a problem — the company operates in silos, treating all products as separate cost centers. Vanessa, his no-nonsense VP, demands change. “We need a scalable platform. Get this right,…