By replacing the technical grind, AI will free marketers to focus on the part of the job that requires the most humanity – engaging and serving customers. Nathan Binford on January 15, 2020 at 3:53 pm The emergence of AI-powered martech has given marketers a lot to grapple with the last couple of years. Some … Continue reading Soapbox: AI will help marketers focus on being human again
It’s time for brands to build on others’ success by presenting their own stories as episodes to keep audiences coming back for more. Erin Craft on January 13, 2020 Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch on … Continue reading Soapbox: Here’s why B2B should get better at episodic storytelling
Gamifying employee experiences that educate and shape behaviors is a natural extension of our increasingly gamified culture. Greg Heist on January 8, 2020 It’s an understatement to say that gaming has become a juggernaut in the realm of entertainment. So much so that in 2018, global gaming revenue was $134 billion, dwarfing the combined … Continue reading Soapbox: Does gamification have a place in your organization?
Everyone in the martech ecosystem has a responsibility to practice ethical data governance as the pretext for personalization. David Dowhan on October 31, 2019 The proliferation of digital, content-driven devices and channels (mobile, smart TVs, social media, etc.) have reinforced a notion that consumers prefer, even expect, personalized experiences. New research says this notion may … Continue reading Soapbox: Consumers want personalization and data privacy so we need to solve the puzzle
Alleviating the burden with dozens of point solutions, a SaaS solution could deliver a one-stop-shop to help small businesses. Bill Dinan on October 31, 2019 Today’s world of small business-focused technology has become far too fragmented and focused on implementing technology for the sake of technology. This dynamic often yields features that don’t solve real … Continue reading Soapbox: Are we falling in love with technology or building what SMBs need?
When you give a creative team a strategic, authentic and singular insight, it will inspire great work. Theresa Forman on October 15, 2019 Building a corporate, product or service brand – or planning any go-to-market activity in support of that brand (campaign, website, content, etc.) – in the absence of a strategy is like building … Continue reading Soapbox: Hope is not a marketing strategy
In today’s Soapbox, we must understand where our insights come from because we really don’t want to be making major decisions based on faulty data. Amos Budde on September 25, 2019 Think about the last statistic someone threw at you, whether that’s on the Captivate monitor in the elevator or the latest medical study you … Continue reading Soapbox: We need to be more skeptical about the insights we’re getting
In today’s Soapbox, the focus should be less on walled gardens and more on embracing the future as a forward-thinking digital brand. Adam Berkowitz on September 19, 2019 As Facebook once again rolls out its pitch to publishers, this time pledging publishers more money and promising to hire former journalists to evaluate the feed, the … Continue reading Soapbox: Publishers, stop giving lucrative content away to Amazon and Facebook