EC Marketing Tech

Perhaps the real deciding line between Big Tech and the rest of the technology industry is the point at which advertising incomes become a material part of their revenues.

As the major platforms are forced to innovate, advertisers who are willing to "be like water" and flow with change are going to come out ahead.

Today’s chatbots are compelling. They use AI and ML algorithms to learn, speak like people, offer solutions and basic customer support, route customers and much more.

Growth marketing isn’t the silver bullet to solving retention, but there are definitely some tactics that can be implemented to help improve it.

Marketing makes or breaks a company. When I am asked what is the No. 1 thing that I would do to help a company scale massively, it is focusing on marketing. Period.

It’s been a crazy year in growth marketing, what with the meteoric rise of TikTok, radical iOS privacy shifts and a staggering $240 billion poured into U.S. startups as of September 30.

When cookies finally disappear, companies will have to evolve how they drive ad revenue. It will no longer be as easy as plugging into an exchange and watching revenue skyrocket.

With due diligence, an understanding of the fraud landscape and a commitment to keeping ad buys close to the publisher, you can make CTV deliver on the hype it has generated.

Prioritizing individual profiles is far from the most effective way to understand and address customers’ intentions, needs and struggles. Brands don’t need to know who; they need to know what and

Whether you’re investing in your human resources or in critical tech, some outlay in the short term is always needed for long-term success. That's true when it comes to marketing as well.

Here are five reasons why VCs should consider ratcheting up their investment into adtech startups building the next generation of creative tools:

To understand why retailers will capture more ad spend, it’s important to evaluate what modern marketing has become. Is it bus stop advertisements? Bidding on Google keywords or a Clubhouse session?

In nearly every Google algorithm update in recent memory, Google has rewarded old, megatraffic sites, sending their search rankings soaring at the expense of smaller, newer sites.

Bottom line: VR usage needs more scale before ad revenue makes a dent.

The only thing holding you back is your attitude toward leveraging data to sell to your core customers.

Forward-thinking entrepreneurs and growth marketers simply must make time to study their competition, learn best practices and apply them to their own business growth.

Google search is not what it used to be. We all want to be No. 1 on the search results page, but getting there isn’t enough. It might be worth it to instead go for the top featured snippet position.

In the new creator economy, the selectiveness of creators means stiff competition for a brand's ideal influencers. But that doesn’t mean working with influencers is out of reach for smaller brands.

There’s a new seat at the table in the great bargaining session between advertisers and technology giants. It’s occupied — for the first time — by the user.

"The chasm," a difficult transitional period from visionary early adopters to mainstream customers has been one of the canonical foundational concepts to product-market fit for the past three decades.