Articles

Search has a new responsibility to take its high-intent first-party data and use it across the marketing ecosystem. Here's what that looks like.

Account-based marketing (ABM) has become a crucial tool for the financial technology (fintech) industry. Fintech companies have taken the financial world by storm, gaining leaps and bounds of market share with their digital-first ease of use and innovation, discusses Phil Marsalona, senior director of technology strategy at Merkle.

In the past few years, both brands and retailers have worked toward diversity, equity, and inclusion (DEI) goals by reallocating budget to support diverse-owned businesses on both the media publisher side and the media buyer side.

The good news for marketers is that there is a single path forward to address the dual challenges of inflation and the cookieless future. It’s through the other topic marketers are and should be obsessing over – the customer.

With the market cluttered and audiences’ attention spread thin, nonprofit leaders are always seeking ways to reach new prospects and keep donors engaged. For many, that means tapping into every outreach channel and strategy available — particularly channels that push messages right into the palm of your target constituent’s hand.

Buzz around the next iteration of the internet (Web3), decentralization, and the Metaverse can be very polarizing as well as loaded with speculation, making it difficult to see through the hype and understand their value. However, the foundational technologies have been going through a long incubation period, and many Metaverse behaviors already exist today.

As new methodologies evolve in B2B marketing and ABM to solve its unique challenges, new tech platforms emerge to help organize and implement strategic efforts. Carolyn Barrs, consultant, Merkle Technology Strategy, discusses some trends influencing B2B martech, a few emerging technologies, and the criteria to evaluate ABM platform vendors in 2023.

At first blush, this might seem like a major challenge to the traditional agency model, where media and creative are housed separately and often only communicate when creative is trafficked for activation. Upon closer examination, it offers agencies a unique opportunity to rethink their own siloes and champion creativity as a guiding force over every discipline.