I once worked with an organization where the editorial team ruled the roost — and I do mean they ruled. This was a publishing company, so that made sense, to a point. But editorial didn’t just influence content. They had veto power over sales and marketing. I remember instances where advertising was pulled from one …
CreativeOps buyers are increasingly being offered a very attractive proposition: fewer tools, fewer handoffs, fewer vendor relationships and one cleaner operating environment across the production ecosystem. But is it just marketing misdirection? On the surface, the offer makes sense. Most creative and marketing ops leaders have spent years managing the opposite: too many point solutions, …
Read more “Are you buying simplicity or dependency in CreativeOps?”
In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: What framework should a marketing team use to audit Generative AI outputs for brand voice consistency and copyright compliance before they reach …
Read more “A framework for auditing generative AI outputs pre-launch”
Seasonal campaigns can boost sales and deliver a strong ROI. The most successful ones improve with each season. From what I’ve seen, campaigns that bring together industry trends, consumer behavior and brand strategy tend to outperform those that focus on just one area. The challenge is that combining these inputs takes more time than most …
Read more “A 6-step AI workflow for building better seasonal campaigns”
Email does a lot more work than it usually gets credit for. In Sinch Mailgun’s latest Email Impact Report, 78% of respondents say email is either “very” or “extremely” important to their organization’s success, which tells you pretty quickly that this is still a core business channel. The problem is that importance and measurability are …
Read more “Email delivers ROI, but many teams still can’t prove it”
Traffic from AI agents is starting to show up in ecommerce analytics. It’s just not moving the numbers in a meaningful way yet, according to Dell’s ecommerce lead. Dell is seeing more visits from platforms like ChatGPT, Perplexity and Claude, according to Breanna Fowler, head of global consumer revenue programs. The increase is noticeable, but …
Read more “Dell: Agents drive more ecommerce traffic, but conversions lag”
There’s a scene in the movie “Chef” that I think about too often. The titular chef, Jon Favreau, is convinced by the restaurant owner, Dustin Hoffman, to play it safe and go with the crowd favorites when serving a prestigious food critic, rather than the special new menu the chef had planned. The critic is …
Canva is acquiring Simtheory, an AI collaboration and agent platform, and Ortto, a customer data and marketing automation platform — two moves that push the company further into marketing execution. These are just the latest in a series of acquisitions that make it clear Canva is expanding beyond creative tools and positioning itself closer to …
Read more “Canva expands into marketing automation with new acquisitions”
Artificial intelligence is at an inflection point. Over the past few years, enterprises have rushed to adopt large language models (LLMs), experimenting with prompts, copilots and chat interfaces. These early wins created excitement, but they also revealed a deeper truth: while AI can generate impressive outputs, it still struggles to operate reliably within the realities …
Read more “How to make AI work with context instead of prompts”
The email messages you send after a customer buys are just as important as the ones you send before the sale. That’s why I’ve focused on post-purchase messaging in my recent posts here on MarTech. The point that runs through all of my advice is this: Your automated post-purchase workflow can build a stronger customer …
Read more “The post-purchase moment where loyalty is won or lost”