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Intelligent Lead Nurturing Tracks for B2Bs | LeadFormix | #TheMarketingAutomationAlert

Intelligent Lead Nurturing Tracks for B2Bs | LeadFormix | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Defining lead nurturing tracks are a critical part of any lead nurturing program.


Condensed...


Some intelligent nurture tracks B2B marketers must consider including in their game plan are:

New prospects welcome track

Low intensity contact track

As prospects move along the welcome track, you might realize that some of them are just not going to be ready to buy anytime soon. Move these prospects to a low intensity track which sends them communication at regular intervals and reminds them of your presence.

Specific information track

Wake up track

Very often prospects in the welcome track or perhaps even those in more accelerated tracks become inactive. Move them to a track that focuses on delivering innovative, interesting content that will nudge them awake.

Accelerated engagement track

Prospects that show a definite interest in buying need to be set on a nurture track that accelerates them through the buying stages. Give them content that makes them confident that your product will fit their need and is the best solution.

Sales returned lead track

It sometimes happens that prospects that are sales ready, when passed on as leads, are not qualified by the sales team. Bring these prospects back to a track that continues to send them useful content with the hope that you can again convert them to a qualified sales ready lead.

Lost lead track

There will be times when you will lose a prospect to a competitor. Do not at that point delete them from all lists. Instead stay in touch.

After sale track

marketingIO's insight:

An approach, but be careful as you'll need to multiply some tracks by the number of personas!


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Should You Share Social Media Posts Multiple Times? - CoSchedule Blog

Should You Share Social Media Posts Multiple Times? - CoSchedule Blog | The MarTech Digest | Scoop.it
Should you share the same social media content multiple times? We're here to settle this debate once and for all with real data and actionable advice.
marketingIO's insight:

Obviously, your degree of success is a function of your tweet's relevancy to your followers.

 

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Marketo® Delivers New AI-Powered Personalization and Account-Based Insights to Fuel Marketing and Sales Success

Marketo® Delivers New AI-Powered Personalization and Account-Based Insights to Fuel Marketing and Sales Success | The MarTech Digest | Scoop.it

"Marketo, Inc., the leading provider of engagement marketing software and solutions, today unveiled a suite of new and enhanced solutions that give marketers and sellers cross-channel personalization, enhanced email analytics, and account-based insights to engage more effectively with their customers. This latest product release reinforces the company's commitment to delivering the best solutions for marketers and sellers to win in the Engagement Economy.

Marketo's new analytics and insights offerings include the following:

  • Account Insight is designed to strengthen the partnership between sales and marketing teams around account-based marketing (ABM) strategies by focusing sellers on the best accounts to target and giving them real-time insights into how and when a prospect is engaging with their brand in order to tailor follow-up interactions.
  • Email Insights Enhancements allow marketers to drive greater value from Marketo's Email Insights solution through new ways to prepare, analyze, and share email campaign performance with marketing leaders.
  • Integration with Facebook Offline Conversions Enhancements allows marketers to map additional Marketo customer journey stages to Facebook offline conversion stages, so marketers can further optimize their ad spend based on more meaningful actions and insights into the customer journey."
marketingIO's insight:

FYI...

 

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5 Ways Collaboration Can Boost Your Martech Stack Performance - MarTech Advisor

5 Ways Collaboration Can Boost Your Martech Stack Performance - MarTech Advisor | The MarTech Digest | Scoop.it
Having a great set of martech tools alone doesn’t guarantee marketing success. It’s about how you’re able to weave the spirit of collaboration through all the stakeholders in the team so that they can use the tools and its outputs meaningfully, for better decision making, better innovation, and better outcomes. The first requirement is the development of ‘the collaborative culture’ and second is having the enabling collaborative tools to actually support the culture. This combination of intent and tools can differentiate how one organization leverages their martech stack over another as well as create value around the outcomes and the team.
5 ways collaboration impacts martech stack effectiveness, competitiveness, and RoI
1. Takes data and conversations out of silos
2. Omni-channel marketing
3. Meaningful stakeholder alignment
4. Marketing ops and contextual decision making
5. Project management and Agility
marketingIO's insight:

Put it another way: there needs to be an alignment with Sales, Tech, Marketing Resources.

 

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How to Use Personalization to Shorten the B2B Sales Cycle - Marketing Profs

How to Use Personalization to Shorten the B2B Sales Cycle - Marketing Profs | The MarTech Digest | Scoop.it
Here are five tips.

1. Talk to the customer and listen

Ask how they do things to achieve a goal, and look for gaps. Listen more than you speak. If you can't talk to the customer, listen in on sales calls.

2. Lean on your sales team

They are closest to the customers, and no one knows customers better. Work with Sales to understand customer pain points, challenges, and other information you can use to personalize content and marketing programs.

3. Send third-party content

It's not just about you: If you want to build a relationship, don't just send stuff about yourself—especially during the trust-building phase. You want to appear helpful and resourceful, so the more content you send that's not about you, the better.

4. Treat everyone like a buyer

Companies doing account-based marketing (ABM) are identifying these people through back channels and networking. Thus, everyone has to be treated like a potential buyer. If you think someone is in a large account you're targeting, you have to lay out the red carpet and make them feel like everything is there just for them—the content you're sending, the messages on the website, etc.

5. Use technology to support personalization

The ability to interact with people in a personalized way at scale is driven by tech, and there are tools that can help with many pieces of the job.
marketingIO's insight:

Especially #3. Yes, utilize the right technology to personalize, but the thing to personalize is the curated content you're sending.

 

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3 Facebook Ad Tools for Better Targeting - Social Media Examiner

3 Facebook Ad Tools for Better Targeting - Social Media Examiner | The MarTech Digest | Scoop.it
#1: Reveal the Employers and Quality of Leads Who Click Your Facebook Ads

Leadfeeder links up with your website data to show you two key things that Facebook Analytics don’t. First, after people click through from your Facebook ads, Leadfeeder can show you the companies where those people work.

#2: Analyze Facebook User Behavior on Landing Pages

To measure scroll depth, you can use Crazy Egg’s scroll-depth measurement tool. Crazy Egg offers a free 30-day trial and plans start at $9 per month. Alternatively, build scroll-depth tracking into your Google Analytics if you have some coding experience.

#3: Determine the Most Lucrative Facebook Customer Segment

To figure out Customer Lifetime Value with Salesforce, first use Zapier to integrate your Facebook lead ads with Salesforce. (Zapier offers a free version for personal use, as well as paid plans.) With this integration, Salesforce automatically updates with any lead information captured on Facebook.
marketingIO's insight:

I use Leadfeeder, and as most tracking apps, it gives you the company. It's then on you to identify contacts within the company and then reach out individually.

 

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Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog

Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog | The MarTech Digest | Scoop.it
Focus on the Customer Journey

Hyper-Personalization and Account-Based Marketing

A Greater Focus on Predictive Analytics
marketingIO's insight:

DMPs should be number 1.

 

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The four habits of successful data-driven marketers - Econsultancy

The four habits of successful data-driven marketers - Econsultancy | The MarTech Digest | Scoop.it
So what do successful data-driven marketers do that others may not?  

1) They obsess about data management

2) They test hypotheses to get insights

3) They stick to one attribution model

4) They insist on transparent agency relationships
marketingIO's insight:

Science! (where's Thomas Dolby when we need him?)

 

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[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive

[Chart] Why haven’t marketers started using marketing automation? - Marketing Interactive | The MarTech Digest | Scoop.it
The survey was conducted in May 2017 by Liana Technologies.
marketingIO's insight:

Choice not offered: fear of failure.

 

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12 Perfect Video Types for the B2B Customer Lifecycle -  Digital Information World

12 Perfect Video Types for the B2B Customer Lifecycle -  Digital Information World | The MarTech Digest | Scoop.it
12 Perfect Video Types for the B2B Customer Lifecycle -
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Six Key Areas That Should Drive Portfolio Marketing’s Agenda in 2018 - SiriusDecisions

Six Key Areas That Should Drive Portfolio Marketing’s Agenda in 2018 - SiriusDecisions | The MarTech Digest | Scoop.it
  • "Clarify the role of portfolio marketing in go-to-market execution. 
  • Understand buying groups. Buying groups are formed to address an organization’s needs and are characterized by the different personas involved. It’s not enough for portfolio marketers to provide insight on just the primary buyer personas. 
  • Leverage needs dimensions in messaging. High-performing marketers develop messaging that creates a strong emotional connection while highlighting business and personal value.
  • Take a strategic approach to launch. Successful launches are carefully planned to align with existing campaigns and the organization’s goals and objectives for each audience segment.
  • Close the sales knowledge gap.
  • Establish portfolio marketing’s range of responsibilities."
marketingIO's insight:

Straightforward guidance. 

 

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Traditional Marketing Automation Is Shortchanging Its Customers - MediaPost

Traditional Marketing Automation Is Shortchanging Its Customers - MediaPost | The MarTech Digest | Scoop.it
However, this old model doesn’t effectively engage modern consumers. In fact, according to a survey from Oracle, about four out of five marketers report that their email open rates don’t exceed 20%. In addition, 79% of marketing leads never convert into sales, which is most likely due to a lack of effective lead nurturing.

These alarming statistics suggest that the traditional models of lead nurturing through email marketing automation campaigns are no longer enough to help move leads further down the marketing funnel. If marketers want to reach and nurture more leads, more effectively, they will need to think beyond the inbox. There is a need for deep media nurturing through other channels that can better reach and engage a company’s target audience. By using marketing automation more purposefully, marketers can improve their lead nurturing and help convert more leads into sales.
marketingIO's insight:

And thus the importance of retargeting. Amiright?

 

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How machine learning levels the SERP playing field - Search Engine Land

How machine learning levels the SERP playing field - Search Engine Land | The MarTech Digest | Scoop.it
Here are a few methods SEOs should be using to keep current with the evolving environment:

1. Improve user experience

To ensure your web pages deliver good user signals, you must create a solid UX foundation. This means providing thematic continuity across your web pages, creating high-quality and relevant landing pages, using engaging images, offering interactive content, delivering fast page speed and developing an organized internal linking structure.

2. Embrace thematic continuity

We began focusing on creating more seamless hierarchical structures that leverage semantically linked keywords and topic clusters to promote an awesome UX. As opposed to simply creating content with a limited keyword focus, we focused on ranking our clients’ most important pages. HubSpot refers to this exciting new practice as “topic clusters.” 

3. Employ natural language

Perhaps the best way to optimize for an artificially intelligent search world is to optimize for voice search, as opposed to text search. Research has also shown that people searching by voice, rather than text, are more likely to use search phrases from four to nine words in length. This means you need to optimize for long-tail keyword phrases — which are usually longer in length — and page copy that is more representative of natural language. 

4. Personalize the buyer’s journey

This technology is still in its infancy, but we can also apply machine learning technology and data mining to personalize touch points along the buyer’s journey. Customer journey mapping can be used to build out buyer personas and personalize marketing touch points to maximize conversions and sales.
marketingIO's insight:

Brilliant article that provides a path for you to consider for 2018 and beyond.

 

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Top 5 Tools to Manage Social Media Accounts | G2 Crowd

Top 5 Tools to Manage Social Media Accounts | G2 Crowd | The MarTech Digest | Scoop.it
With help from a social media management platform, you can let your voice be heard and your brand be seen.
marketingIO's insight:

Zoho? I have to look into that further.

 

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After Spending $44K on Facebook Ads, Here's How I Manage A Low CPA and 10x ROAS - Nic M Rayce

After Spending $44K on Facebook Ads, Here's How I Manage A Low CPA and 10x ROAS - Nic M Rayce | The MarTech Digest | Scoop.it
Facebook Ad Guide – Tip #1: Before Creating Your Targeting Settings, Create Customer Personas That Have Proven Sales Track Records

Facebook Ad Guide – Tip #2: Ensure You’re Not Targeting Too Broad Or Too Niche, What’s The Sweet Spot To Get You The Best CPA?

Facebook Ad Guide – Tip #3: If You’re On A Tight Budget, Run Remarketing Ads Rather Than Focusing On Acquisition Ads

Facebook Ad Guide – Tip #4: Do Not Ever Give Up On Testing New Segments On Facebook Ads!

Facebook Ad Guide – Tip #5: Setup Automated Rules To Switch Off Failing Campaigns

Facebook Ad Guide – Tip #6: Set Automated Rules To Combat Ad Fatigue

Facebook Ad Guide – Tip #7: Make It A Habit To Check Your Pixel Daily
marketingIO's insight:

A few disclaimers are included in the post.

 

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7 Free PowerPoint Alternatives to Level Up Your Presentations - Capterra

1. Google Slides

2. Keynote

3. LibreOffice Impress

4. Prezi Basic

5. SlideDog

6. Slides

7. WPS Office Presentation
marketingIO's insight:

Hands down: Prezi. Start there.

 

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80% Of Enterprises Are Investing In AI Today - Forbes

80% Of Enterprises Are Investing In AI Today - Forbes | The MarTech Digest | Scoop.it
80% of enterprises already have some form of AI (machine learning, deep learning) in production. 30% of enterprises are planning on expanding their AI investments over the next 36 months These insights are from the Teradata and Vanson Bourne study State Of Artifical Intelligence For Enterprises.
marketingIO's insight:

The relevant word is "Enterprises." Fascinating that improving customer experience is driving the Enterprise.

 

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How to Create the Ultimate Facebook Business Page | WordStream

How to Create the Ultimate Facebook Business Page | WordStream | The MarTech Digest | Scoop.it
Pages are one of the most important online properties that you can plant your flag on. They’re a necessary tool for businesses operating in the 21st century. They also have a boatload of moving parts, which is a nice way of saying that creating a business page can be a major pain in the ass.

See all those red squares? Some would call them headaches: I’ll call them opportunities.

Today, we’re going to tackle the challenge of making a great Facebook page for your small business.
marketingIO's insight:

It's an excellent step-by-step plan to building out your FB business page.

 

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Demandbase Introduces Enhanced ABM Platform - DemandGen Report

Demandbase Introduces Enhanced ABM Platform - DemandGen Report | The MarTech Digest | Scoop.it

"The next-generation ABM Platform by Demandbase is designed for B2B marketers to manage account-based campaigns across the entire funnel by combining Targeting, Engagement and Conversion solutions into one fully integrated platform.

Key features of the platform include:

  • An Artificial Intelligence (AI) layer, which is designed to enable improvement in account identification rates.
  • The ability to create B2B audiences based on buyer intent signals from thousands of websites, as well as real-time personalization of website experiences based on interests and account identity, and the capacity to improve close rates by providing account and individual-based insights.
  • A self-service interface that allows users to select target accounts, manage audiences across campaigns, integrate account information from a CRM system and measure the performance of ABM programs based on pipeline and revenue."
marketingIO's insight:

Another new member to the AI crew. 

 

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72 Must-Have Features for E-Commerce Websites [Infographic] - MarketingProfs

72 Must-Have Features for E-Commerce Websites [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Does your e-commerce website provide the best possible experience for visitors? Check out today's infographic to see 72 site sections and features to consider when creating or updating your site.
marketingIO's insight:

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How Much Does a Website Cost? - WhoIsHostingThis

How Much Does a Website Cost? - WhoIsHostingThis | The MarTech Digest | Scoop.it
In this illustrated guide, we explore the various costs and options associated with starting a website -- from base-cost to full-featured estimates.
marketingIO's insight:

This may be on the low side. If you're estimating from this, add 35%.

 

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SEO Website Analytics Reports for Beginners - Marketo

SEO Website Analytics Reports for Beginners - Marketo | The MarTech Digest | Scoop.it
1. Gather Detailed Demographics Insights to Address the Right Audience(s)
2. Examine Visitor Behavior to Identify Landing Pages that Need Improvement
3. Review Search Reports to Discover Topic Ideas and Gaps in Coverage
4. Identify New Opportunities for Driving Visitors Deeper into the Purchasing Funnel
5. Analyze Content Reports to Find (and Improve) Failing Content


Three Tools That Provide Unique SEO Website Analysis Opportunities
Crazy Egg—Crazy Egg provides heat maps and scroll maps that allow marketers to see what page components attract the most attention from site visitors, and what parts of the page are most commonly being skimmed or skipped.
SEMrush—SEMrush allows marketers to spy on competitor advertising activities. View competitor PPC and display ad activities, how much they spend, what keywords perform best for them, and what designs and copy work well.
SimilarWeb—SimilarWeb allows marketers to take analytical insights to the next step by seeing competitor analytics and comparing the effectiveness of each business’ marketing strategies.
marketingIO's insight:

Obviously, the best path is to secure a tool that delivers what you need.

 

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SEO Website Analytics Reports for Beginners - Marketo

SEO Website Analytics Reports for Beginners - Marketo | The MarTech Digest | Scoop.it

Certain technical SEO tasks must be addressed first:

  • Crawl Issues
  • Rendering Issues
  • Unintentional 404s
  • Slow Page Load Speeds
  • Google Penalties
  • Mobile Usability

 

With these foundational technical tasks complete, it’s time to shift to engagement SEO work:
Content: The Vehicle for Effective SEO

  • Links: Engagement and Authority Must Be Earned
  • RankBrain: Always On
marketingIO's insight:

Get the basics done, especially responsiveness and page speed.

 

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How Much Marketing Technology Is Enough? - Gartner

How Much Marketing Technology Is Enough? - Gartner | The MarTech Digest | Scoop.it
Develop an adaptable marketing technology roadmap that defines the phases and resources required to close gaps and move up the maturity curve. Determine how to maximize existing marketing technologies before seeking out new tech. Solicit feedback from internal business users to help identify bottlenecks and immediate areas for improvement. Collect and analyze customer feedback to surface quick wins that will improve their experience and add value.
marketingIO's insight:

Part and parcel to this challenge: staying atop of all trends and changes in marketing technology. 

 

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Contribution Margin: What It Is, How to Calculate It, and Why You Need It - HBR.com

Contribution Margin: What It Is, How to Calculate It, and Why You Need It - HBR.com | The MarTech Digest | Scoop.it
It’s a different way of looking at profit, Joe Knight, author of HBR Tools: Business Valuation explains. Think about how company income statements usually work: You start with revenue, subtract cost of goods sold (COGS) to get gross profit, subtract operating expenses to get operating profit, and then subtract taxes, interest, and everything else to get net profit. But, Knight explains, if you do the calculation differently, taking out the variable costs (more on how to do that below), you’d get the contribution margin. “Contribution margin shows you the aggregate amount of revenue available after variable costs to cover fixed expenses and provide profit to the company,” Knight says. You might think of this as the portion of sales that helps to offset fixed costs.

It’s a simple calculation: Contribution margin = revenue − variable costs

Analyzing the contribution margin helps managers make several types of decisions, from whether to add or subtract a product line to how to price a product or service to how to structure sales commissions. The most common use is to compare products and determine which to keep and which to get rid of. If a product’s contribution margin is negative, the company is losing money with each unit it produces, and it should either drop the product or increase prices. If a product has a positive contribution margin, it’s probably worth keeping. According to Knight, this is true even if the product’s “conventionally calculated profit is negative,” because “if the product has a positive contribution margin, it contributes to fixed costs and profit.”
marketingIO's insight:

An excellent primer for the multi-product company.

 

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Will Marketing Automation Replace Human Creativity? | CustomerThink

Will Marketing Automation Replace Human Creativity? | CustomerThink | The MarTech Digest | Scoop.it
We create approximately 2.5 quintillion (18 zeros) bytes of data every DAY, and we use less than 0.5% of this data. It is humanly impossible for us to analyse so much data on a regular basis, segment it, create campaigns, and hyper personalise the communication. A marketer’s ability to filter through the data and turn it into actions is limited. This is where marketing automation steps in, analyse all that data in seconds, saves time and improves productivity.

So, technology isn’t negating human involvement and isn’t replacing marketers. In fact, with the ability to sift through data, marketers are being empowered. Marketing is considered both, science as well as an art. Machines are evidently transcending in the science aspect of it. The art is left for the humans since there is no substitute for human creativity. It’s not about who will triumph in the end, but about finding the right balance.
marketingIO's insight:

Of course not. 

 

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