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Measurement poses a challenge for many marketers, thanks to the explosion in marketing channels, the overwhelming amount of data in marketing today and the complicated relationships between marketing leaders and other C-suite executives. But how do marketers feel about their ability to measure their activities? Research says many marketers are happy with their measurement, but […]

U.S. Google searchers are searching far less than a year ago, according to a new Datos/SparkToro report. The data suggests Google isn’t losing users — it’s losing repeat searches. While Google still dominates search, it’s changing in significant ways. Fewer searches per user means fewer opportunities for clicks, ads and traffic — even if total

Customer experience teams aren’t failing because they lack passion, tools, or data. They are failing because, when improvement stalls, they ask the wrong questions. Not bad questions. Not lazy questions. Familiar questions. Comfortable questions. Questions that keep CX safely in analysis mode while the real issues, i.e., power, priorities, incentives and behavior, go untouched. If

OpenAI is officially in the ad business. And not just any ads — super-premium, top-shelf, $60-CPM ads. That’s the pricing territory of live NFL broadcasts, way above Meta’s sub-$20 CPM and miles from your average programmatic placement. The pitch? ChatGPT isn’t like Google or social media. It’s a new kind of environment, where advertisers reach

The reason so many companies dispense with strategy during stable periods is not just complacency or success. It’s something more basic and more damaging: a fundamental misunderstanding of what strategy actually is. In business, strategy is routinely treated as a plan, a roadmap or a commitment to a single coherent line of action. It’s framed

Last month, I asked a VP of marketing how prospects were finding her company. “Organic search, some paid, a little social,” she said. I opened ChatGPT and entered a query that her ideal customer would use: “Best customer data platforms for healthcare SaaS teams with small RevOps staff.” Her brand never surfaced. That gap matters

With all the hype around AI, it should be no surprise that I’ve run into many less tech-savvy marketing team members who think AI does everything now. However, there are limitations to its capabilities, and wise marketers will combine AI’s capabilities with their existing technology to — as the mechanic’s motto dictates — use the

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: Why is webinar email copy often ineffective, and what proven frameworks can marketers use to write promotional emails that actually convert?

Every few years, loyalty comes under renewed scrutiny. Customers are described as fickle. Switching costs are low. Attention spans are shrinking. The story is familiar: loyalty is no longer realistic in a digital, price-sensitive world.  That framing is convenient and mostly wrong. Loyalty didn’t disappear. Brands diluted it — slowly, deliberately and often unintentionally —