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Though the excitement surrounding artificial intelligence appears to be entering what Gartner designates as the “trough of disillusionment,” advancements in the technology are continuing to evolve in transformative ways, particularly within the martech space. This encapsulates the essence of the latest “Martech for 2025” report authored by Scott Brinker, the mind behind chiefmartec.com, and marketing…

Media mix modeling (MMM) provides businesses with insights into how their marketing expenditures influence profitability. Initially, MMM emphasized broad-reach platforms like network TV, print, and radio to evaluate brand impact and reach. These traditional channels were prized for their reliability and measurability, serving as primary instruments for cultivating brand awareness and driving conversions. However, the…

In a previous post, I identified six fundamental competencies necessary for marketers working with marketing technology, which include: a broad understanding of systems, tool management, strategic architectural vision, capability evaluation, and tool acquisition. This article focuses on the final core competency—organization management—and its significance. Grasping Organization Management In the realm of martech, organization management refers…

We have refreshed this article to announce that the merger between Informa Tech and TechTarget is now finalized, following the approval from TechTarget’s shareholders. The merger of Informa PLC’s Informa Tech, based in London, with TechTarget from Massachusetts officially took place on Monday, forming a leading B2B data powerhouse. This proposed merger was unveiled in…

Emerging generative AI technologies are starting to reshape the landscape of search marketing, but they must prioritize earning consumer trust to challenge Google’s long-standing supremacy. This insight comes from a recent analysis conducted by Semrush and Statista. Despite trust issues, digital marketers are increasingly embracing generative AI for enhanced productivity and improved return on investment…

Featured in the MarTechBot series are the insightful responses generated by MarTechBot based on reader queries. For more information on how marketing professionals are leveraging the capabilities of MarTechBot, explore here. This AI model incorporates MarTech content through ChatGPT. MarTech’s editorial team has chosen this response for its practicality and enhanced it with additional pertinent…

Artificial intelligence (AI) is revolutionizing various sectors, but its true influence lies in how organizations leverage it through strategic partnerships. These alliances are essential for fostering innovation, accelerating product development, and uncovering new market potentials. Co-innovation has become a crucial strategy in today’s cutthroat business environment. The expense and length of time required to develop…

While marketing teams are spearheading the rise of generative AI, the question remains: Are they utilizing the most effective tools to achieve tangible results? Predictive analytics empowers CEOs and CFOs to distribute credit through multi-touch attribution (MTA), and data scientists leverage it to anticipate future patterns. But for marketers, the pathway to success is rooted…

Artificial Intelligence (AI) is increasingly woven into the business landscape. Yet, discussions frequently sideline a crucial element: the individuals involved. Merely training personnel in prompt engineering and system integrations falls short. The so-called “AI experts” of today often concentrate on the technological and procedural aspects of the “People, Process, Technology” framework. They operate under the…

As artificial intelligence (AI) continues to alter various sectors, a new skirmish is emerging between emerging startups and established tech behemoths. Companies like Perplexity are securing substantial funding to contest the supremacy of industry leaders such as Google, Microsoft, Apple, and Meta. The pivotal question, however, persists: Will this AI revolution produce enduring champions, or…