Good morning, has marketing technology impacted your role as a marketer?

We’re approaching our seventh annual MarTech Conference – and if we’re being honest, the martech landscape looks a lot different than it did a few years ago. Nowadays, the marketing tech industry is a revolving door of new solutions, product launches, and integrations – and marketing roles are shifting to reflect these major advances. We took a look at the evolution of marketing technology and the way in which it’s shaping martech roles. We spoke with MarTech Conference Chair Scott Brinker to shed light on the changing roles in marketing technology, from the ‘Operations Orchestrator’ responsible for implementing martech systems to the ‘Analytics Architect’ focused on data infrastructure. Where do you fit in?

It’s no secret that third-party cookies are on the outs, especially given their increasing rejection by major browsers. Google announced support for third-party cookies in its Chrome browser will be phased out “within two years.” The company is on a mission to replace them with a browser-based mechanism as part of its “Privacy Sandbox” initiative. The program was initially introduced last August, following an earlier announcement at Google I/O. The initiative is arguably a response to increasing privacy pressure and partly a response to the rise of cookie-blocking by others. Most of all, the solution isn’t going to dent the company’s dominance in digital ad sales.

Brightcove, a cloud solution for managing and monetizing video content, has released a video campaign app that lets marketers create, manage, and analyze their video campaigns all in one tool. Dubbed ‘Brightcove Campaign,’ the solution comes with analytics and benchmarks so that marketers can compare their campaigns to industry standards. It also provides optimization tips, click-to-publish capabilities across multiple channels and integrations with marketing automation platforms Eloqua, Marketo, HubSpot and Salesforce. With video playing a larger role in demand generation campaigns, the ability to create, analyze and optimize those efforts across channels from a single tool can help simplify marketers’ management efforts.

We’ve got more for you below, including news on Instagram’s latest DM test, TikTok’s curated content stream, and more. 

Taylor Peterson,
Deputy Editor

 
 
 
Soapbox
 

Make 2020 the year for e-commerce to improve the mobile experience

We still don’t have a great mobile experience, especially in e-commerce. You see people with pop-ups and experiences that don’t match the desktop. With more and more traffic on mobile, I think it makes sense to look at 2020 as the year to go through your website and figure out if this is the experience we want customers to have, especially on a mobile device.

If we go into a recession and people spend less money next year, you need to make sure you maintain all your customers. Or if the opportunity presents itself, grow your customer base in market share. Mobile is a great way to do that because the mobile experience is still not where it needs to be and 2020 can be the year to make it even better.

Duane Brown is the founder and head of strategy at Take Some Risk, Inc.

 

3 Easy steps to complete your annual PPC checkup

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Social Shorts
 

Instagram DMs, Pinterest beats Snapchat and TikTok looks to change its content stream

Instagram tests DMs on the web. Instagram is finally testing the ability to direct message users on its desktop version. As of yesterday, Instagram began testing the feature on a small percentage of the platform’s global users, who are now able to access their DMs from Instagram’s website. The new feature could be a major win for businesses and influencers who already use Instagram’s desktop version during the workday, and will help round out the app’s experience across devices. While the feature is only a test for now, the company said it will provide more details on a potential wider rollout in the future.

Pinterest eclipses Snapchat in users. In 2019, Pinterest surpassed Snapchat as the third-biggest social media platform in the U.S. and will continue to stay ahead in the coming years, according to the latest estimates from eMarketer. In 2018, Snapchat barely edged Pinterest out with 75.8 million users (compared with Pinterest’s 75.5 million), despite the fact that Snapchat lost users after its major redesign. Snapchat rebounded last year with 80.2 million users, but was still surpassed by Pinterest, which claimed 82.4 million users at the end of 2019.

TikTok might be testing a curated content stream. As it works to address advertiser concerns around ad placement alongside controversial content, TikTok is exploring the idea of a curated content stream, similar to Snapchat’s Discover dashboard. The Financial Times reported that TikTok is looking at adding in a highlights ​stream, which would display curated, original videos from popular TikTok creators alongside content from publishers. The added curation could give businesses on TikTok more control over the viewing experience, ensuring that ads don’t get buried in controversial content streams.

 

Ready For Actionable Search Marketing Tactics?

Make this the year you take your search marketing campaigns — and career — to new heights. Attend Search Marketing Expo – February 19-20 in San Jose – for the actionable tactics you need to drive more awareness, traffic, conversions, and sales. The all-new agenda features 85+ sessions organized into three lanes with no limits: SEO, SEM/PPC, and digital commerce marketing. Choose your ideal pass and book by this Saturday, January 18, to save up to $450 off on-site rates!

Register now! »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

The Real Secret to Digital Transformation Success – CMS Wire

Google wants to phase out support for third-party cookies in Chrome within two years – TechCrunch

GoDaddy’s new logo is a flattening of the personality-driven days of the early web – The Verge

4 Ways to Enhance Your Brand UX by Personalizing Content – Usability Geek

Visa to acquire Plaid, the fintech powering Venmo and other banking apps, in $5.3 billion deal – CNBC

Microsoft issues critical Windows security fix after tipoff from U.S. NSA – Reuters