Understanding the customer journey is essential for businesses looking to boost engagement and build loyalty. However, achieving a cohesive view is increasingly challenging, with customer interactions now spanning multiple channels and touchpoints. Customers navigate a complex path, engaging with brands at various stages before making a commitment. As we look ahead to 2025, the transformative…
We’ve all seen it: marketing articles, research reports and social media posts that try to capture generations as if they were a single, predictable group. But in reality, these generational labels often oversimplify and stereotype, missing the complex mix of influences that shape people’s behaviors, values and choices. Here’s why it’s time to move beyond…
Within any brand’s marketing mix, you’ll likely find a focus on ranking in Google. This has been a cornerstone of digital strategy for years — and with good reason. Organic search remains a key touchpoint in many customer journeys. Google’s commanding market share of mobile (82%) and desktop search (95%), speaks to its influence. However,…
This is a warning to all business professionals. If you’re an agency in the world of data collection (analytics, marketing, etc.), this might be a “shame on you” moment. Data is the lifeblood of all organizations. Without it, how can executives, business owners and managers make day-to-day and long-term decisions? Yet, for many organizations, the…
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…
Traditional marketing tracking methods like unique phone numbers and coupon codes are becoming less effective. With stricter privacy regulations and consumers gaining more control over their data, marketers have turned to digital attribution using pixel-based tracking. However, this method overlooks the full customer journey by focusing only on the last interaction before conversion. To better…
This week, technology company IRCODE introduced an image-scanning platform aiming to replace QR codes in video ads. The company uses a patented technology called Exact Match that lets app users scan physical displays like outdoor ads, and video and TV ads. After unveiling the technology, the company gave MarTech a peek at how the app…
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…
Data analytics is essential for marketers to understand and engage their target audiences. This is especially true when reaching distinct customer segments or attempting to broaden reach into new ones. For businesses serving — or seeking to serve — the U.S. Hispanic market, data analytics is invaluable for optimizing marketing programs to this demographic’s unique…
Fashion and beauty brands are often early tech adopters. Many are digital-native, forging tailored D2C digital strategies. And there are so many competitive brands that any innovation could give one an edge, especially as the busy holiday season approaches. Apparel and home decor retailer Tuckernuck, and beauty brand Kitsch, have adopted AI-powered tools in Meta’s…