Articles

If you’re a B2B marketer who relies on traditional demand generation approaches, you are falling behind competitors who are adopting successful CX-based marketing solutions used by B2C marketers to acquire, engage, and retain customers.

In this article, Rich Coleman, marketing technology consultant, Merkle, discusses the key considerations to understand before making the purchase.

Last year, the retail and consumer goods industries turned all their attention to e-commerce, knowing that consumers would not be walking through brick-and-mortar stores. Even so, they couldn't know how, when and to what capacity consumers would engage online. That won’t necessarily be the case this year, but brands will still be facing challenges and uncertainty from a number of areas.

In the past 12-18 months, we have seen a seismic shift in consumer behavior. The acceleration of e-commerce, driven by native direct-to-consumer digital brands, has reinvented the purchase journey.

For the fourth straight week, intent data shows “search engines” are the most-searched topic among brand marketers, according to Bombora Company Surge.

In this article, Bharat Baldewa, Merkle's senior director, shares what a data clean room is and how it works. He also discusses why it is important now more than ever.

“Conversion rate optimization” had the greatest variance among brands and marketers this week, as measured by Bombora Company Surge. Conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that converts into customers or takes some other desired action on a webpage.

Marketing is in the midst of massive change, and organisations need to evolve, adapt, and develop migration plans and long-term strategies to continue to drive growth. It requires investment in next-generation audience platforms, smart identity solutions, and innovative measurement approaches.