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4 takeaways for email marketers from Google’s 2025 holiday report

The holiday season of 2025 is one of the most psychologically complex shopping seasons we’ve seen in years. Shoppers are cautious. Budgets are tight. Brand trust matters more than ever. Yet beneath all that fragmentation, Google’s new Holiday Essentials 2025 report reveals something deeper. People aren’t just behaving differently. They’re thinking differently. If you’ve followed …

Why martech teams need diagnostic talent in 2026

Most martech teams I spoke with this year admitted the same thing. They weren’t sure whether their stack was genuinely flawed or whether they never learned how to judge it. That uncertainty is the real source of friction. When people can’t distinguish between workable and harmful complexity, everything starts to blur. Features get duplicated, journeys …

Marketing on Reddit: What you need to know

Thanks in part to its 2024 IPO, the social media platform Reddit is a hot topic in many circles, including marketing. That’s quite the accomplishment for a company that’s been around for 20 years, which in internet terms is the equivalent of having lived when dinosaurs roamed. To help you understand the platform and determine …

Think different: The Positionless Marketing manifesto by Optimove

In 1997, Apple launched a campaign that became cultural gospel. “Think Different” celebrated the rebels, the misfits, the troublemakers. The ones who saw things differently. The ones who changed the world. Apple understood something fundamental: the constraints that limited imagination weren’t real. They were inherited. Accepted. Assumed. And the people who broke through weren’t smarter …

Why today’s buyer journey no longer fits the funnel

For decades, marketing leaders guided buyers through a neat sequence from awareness to purchase. Today, that linear funnel model is breaking down. Buyers now chart their own course — jumping between channels, self-educating via digital content and often engaging sales late, if at all. As buyers became harder to corral into a predictable path, marketers …

Mobile marketing with RCS: What you need to know

We’ve updated our page on RCS with data showing an increase in RCS usage for Black Friday 2025 compared to the previous year. By adding support for RCS (rich communication services) to iPhones with its iOS 18 update in the fall of 2024, Apple gave U.S. marketers a larger audience to engage with new tools …

Why privacy, not AI, is the biggest marketing shift to watch

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: What’s the biggest shift in marketing tech and media beyond AI — and how should marketers adapt right now? The most …

How to level up your AI maturity from tools to transformation

Scott Brinker and Frans Riemersma’s “Martech for 2026” keynote opened with a wall of logos — AI agents everywhere. Content production agents deployed by 70% of marketing teams. Customer service chatbots are now commonplace. McKinsey projections show that by 2028, roughly $750 billion in consumer spend will flow through AI-powered search, with 20%–50% of traditional …

Marketers see big gains from content strategy overhaul

When the Content Marketing Institute surveyed marketers last year, content strategy felt stuck in neutral — steady, but uninspired. This year? Marketers are making real moves. In its latest survey, 97% of marketers say they now have a content strategy in place. Among them, 13% report significant gains in performance and ROI, while nearly half …

Amazon takes aim at data silos and lengthy workflows with Quick Suite

Despite generating more data than ever before, marketing teams continue to struggle with making their data accessible and usable. The persistent issues of data silos and integration continue to hinder teams in their efforts to make more informed decisions. Nearly two-thirds of the respondents to MarTech’s 2025 State of Your Stack survey said they suffered …