Event marketing is claiming bigger pieces of the marketing budget - but are we really getting the return? Are we giving attendees networking value? Barb Mosher Zinck looks at one firm with a freash approach.
Is it time to shake up marketing? Jared Blank of Bluecore says yes. Should the CMO report to a CDO of some flavor - a chief officer that heads up the digital experience? Barb Mosher Zinck looks at the reasoning behind a marketing department rethink. Her take involves the tricky balance of data and storytelling.
Customer Identity and Access Management is a bulky phrase, but the problems it tackles are real. Digital identity management has a direct impact on customer experience - and many older CRM systems are not up for the job. Barb Mosher Zinck explains how CX and identity management connect, with insights from a chat with Jason Rose, VP marketing at Gigya.
You might think design agencies don't need Chief Experience Officers - think again. Barb Mosher Zinck talks with Adrenaline CXO Gina Bleedorn about why design firms need to focus on their own customer experience, and that of their clients. In her wrap, Mosher Zinck explains why the traditional agency's days are numbered.
Customer and prospect data is useful - until it becomes too massive for a human to track. Big data tech can be helpful, but not all marketing teams have data scientists to assess output. That's where tools like IBM's Watson Marketing Insights come in. Barb Mosher Zinck kicks the tires.
It's a common assumption that AI isn't ready to drive marketing. But are we further along that we think? Based on Barb Mosher Zinck's review of "Albert," the artificial intelligence tool from Adgorithms, we might be turning a corner.
There may have been a time when an accounting background wasn't a fit for a marketing leader. Not anymore. Barb Mosher Zinck shares Jason Rose's unlikely journey - one that landed him in the perfect spot: SVP Marketing at Gigya. Rose also gives a look at his marketing tech stack, and where the biggest challenges lie.
The martech vendor space is a recipe for brain freeze. 212 vendors - 66 of them new on the scene in 2017. How can a marketing department possibly make sense of this vendor overload? Barb Mosher Zinck shares data on where the priorities fall, and gives her take on a sane/judicious use of these tools.
Marketing and AI are going to get a heavy does of hype this year. But Barb Mosher Zinck does see some progress. Turns out that machine learning can help with of the most vexing martech problems: lead attribution. A more interesting play is coming: look out for the "integrated intelligence layer."
Approaching e-commerce from a narrow transactional view doesn't work anymore. The e-commerce wins go to companies with better experiences and fewer shopping cart abandons. That's where machine learning can help - but how? Barb Mosher Zinck explores how Sitecore uses machine learning to change e-commerce, as well as digital marketing and content analysis.
Adobe and Microsoft have been pals for a while. But at last week's Adobe Summit, they took their partnership to another level by unveiling new integrations. Barb reviews the implications from the marketing side, including the questions customers should be asking about this partnership versus Microsoft's partnership with Sitecore. Barb also shares a subplot to watch.
Marketing is no stranger to digital. But the topic of digital transformation and marketing can become stale quickly. Barb Mosher Zinck uses marketing approaches from so-called Digital Native companies as a way to inject new ideas. She then contrasts two useful IT models, centralized and decentralized, as a way to rethink how marketing is structured.
Marketing automation is still on the buzzword treadmill. But too often, "automation" ends up being too automated, and not personalized to our device and priorities. In this use case with marketing automation vendor Kahuna, Barb Mosher Zinck tells a tale of marketing automation done right - and what we can learn from Scondoo about how to truly personalize our services.