The problem with ratings: Why they fail to predict behavior Several years ago, I inherited a media attitudes study. It was a standard type of questionnaire run among the general population to ...

What is martech tools management? Let’s start with what martech tool management isn’t: It isn’t about technical setup or programming, and doesn’t require certifications or deep technical knowledge. It ...

Lunch break Work often makes me hungry, and sometimes, it even inspires my lunch choices. In 2018, I read about Burger King’s Whopper Detour Campaign. To promote its new mobile app, Burger King ...

For example, a lack of clear objectives manifests as a general aim to “increase brand awareness” without specifying what that looks like or how it will be measured. Without clarifying goals and key ...

Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with ...

By the mid-2000s, the environment began to change. Advancements in data analytics allowed companies to observe user behavior with increasing precision. This era marked the shift from understanding ...

In my previous article, I listed the six core competencies for marketing technology managers. Here, I will explain the first core competency, “generalized system understanding,” and what it means to ...

Loyalty. What’s emotion got to do with it? That emotional connection to a brand is extremely important to customer loyalty. It’s often been thought to be a key driver of loyalty. It goes beyond a ...

Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with ...

Trust is the most powerful and valuable asset a company has. It directly influences customer loyalty, brand perception and overall business success. With trust, your customers don’t question whether ...

If you follow my columns here on MarTech, you’ve learned how to make your email content more persuasive and engaging by using devices called cognitive biases, both in your copywriting and in your ...

A martech center of excellence (COE) is about more than just building a team; it’s about creating a hub of innovation within your digital marketing efforts. Whether your team is in-house, outsourced ...