Yes, I meant what I said in the title. And I say it with confidence, not arrogance, after 25 years of email marketing and witnessing company after company, vertical after vertical, fall somewhere along the email investment spectrum. Companies put substantial time and money in email, while others stumbled into it without making the same effort. However, I am seeing a shift in spending away from digital marketing, which has historically been the most successful option. The foundation of that solution is email marketing. This isn’t a widespread trend yet, but I’m......
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ChiefMartec and MartechTribe report that there are more than 14,000 martech tools available. It’s an overwhelming number that no one can keep track of. To make matters worse, many of these tools become data islands in the martech archipelago, storing little amounts of data particular to their role. This data fragmentation limits the insight we can obtain into our data because no platform can handle everything you know about contacts. Developing martech tools is expensive, and marketing budgets are unlikely to cover the costs. Most marketers would want a smaller number of......
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Foursquare, a business that specializes in geolocation technology, has just announced Sales Impact, a new product that is part of its suite of campaign attribution tools. Through the utilization of this tool, marketers are able to analyze the impact that multichannel campaigns have on sales by combining location and purchase details. In the past, the Foursquare Attribution goal utilized geolocation for consumers who were logged in to evaluate foot traffic to stores and other signals in order to estimate sales. Marketing professionals are able to better make the dots between campaigns and......
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People who work in digital ads and marketing really felt what the U.S. Federal Trade Commission (FTC) said on July 24, 2024. The FTC made it clear that hashing, which is often used by businesses to hide personal information, is not a foolproof way to protect privacy or identity. This is not new knowledge; it is well known that hashing as a privacy measure has its limits and can go wrong. But the FTC’s clear position sends a strong message to the business. One that could have big effects, especially since data......
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