Category: Other technologies

March 14, 2019

At best, personalization at scale sounds like an oxymoron. At worst, it sounds like one of those mottos that CMOs throw around but that doesn’t translate to reality. By most definitions, personalized content can’t scale from the individual customer to […]

March 12, 2019

With the frenzied rush to make happy customers, engage them emotionally, and be transparent and relevant at all times, many companies unwittingly skip over the more important goal: making happy employees, engaging them emotionally, and being transparent and relevant at […]

February 7, 2019

Intent analysis should do more than just show whether or not an account is in-market. Such a simplistic, boolean decision forces you to decide when and how to execute a marketing strategy in response to building intent momentum. Until that […]

January 22, 2019

This is the year that more becomes less; marketers beware. I’ve put on my marketing and marketing technology prediction hat to share three trends with you. I would like to wish all my readers a happy 2019. At the beginning […]

January 16, 2019

Is word of mouth the same as influencer marketing? Is influencer marketing a type of word of mouth? How do they work together, if they do at all? I’ve created a new, unified theory of word of mouth strategy, with […]

January 11, 2019

This fall, I spoke on a panel with Spotify, Nestle and Plan.Net Gruppe about voice strategy for brands at DMEXCO in Cologne, Germany, one of Europe’s largest marketing and technology conferences. Like AI, voice is a hot topic these days. […]

January 2, 2019

Marketing practitioners spend a fair amount of their time at the intersection of the marketing function and the technology that powers it. Gartner correctly predicted that by 2017, the CMO would spend more than the CIO on IT. In light […]

December 27, 2018

It’s a tumultuous time in the media industry, and this year saw multiple publications change ownership and some—including, most recently, conservative magazine The Weekly Standard—shutter operations entirely. So it perhaps came as no surprise when a number of brands across […]

December 19, 2018

Word of mouth influences more than 90% of B2B purchases. Yet, almost every B2B company takes it for granted. They just assume that customers will talk about the business. But that’s not how people really behave, is it? We discuss […]

December 17, 2018

They may not be ubiquitous quite yet, but augmented reality and virtual reality are beginning to reshape modern shopping, providing consumers immersive experiences and enabling them to envision everything from a kitchen renovation to how different cosmetics could enhance one’s […]