Orchestrating the stack

The most recent contribution) states that when marketers (or marketers) use a solution, it is considered martech. This is not what I think, but I will come back again. A major contribution from Steve is that he qualifies this thesis, indicating that these solutions, like martech, are applicable when they are part of the orchestration that deals with technology and operations. You can see if it fits the more conventional parts of the Martech stack.

This topic has some bones, and I think that explains why marketers use tools like JIRA and Zoom when assessing their stacks – it’s integrated into the overall martech process. However, I will be stubborn. Of course, marketers should use these tools and of course, the tools don’t have to be isolated from the rest of the marketing stack.

But to search for project management and presentation calendars and solutions (PowerPoint, anyone?), Martech just added another very high meta category. This is a topic that I will come back to.

When marketers use it, it really is Martech

Our article, which attempts to draw a line between martech and other technologies used by marketers, sparked a lively debate on LinkedIn, and in an episode of the Ops Cast podcast Steve Peterson, a regular contributor to MarTech Today, ‘ a professional marketing company. WGU believes it will cover a wide variety of solutions under the martech banner, as long as the vision, dedication, and orchestration are reflected in the operation of these solutions. The word reflects. loaded. implemented. and integrated.

“For example, the project management platforms Workfront and JIRA martech?” Petersen writes. What about collaboration platforms (like tools, not just channels) like Slack? I think so. Making a statement requires a combination of vision, dedication, and orchestration. Imagination and innovative thinking can’t hurt.

The real question isn’t whether the tools are designed to be used by marketers. Marketers do not have to monopolize the use of a product to qualify it as a market. Marketing departments can use different systems, such as collaboration and project management platforms, that are part of other divisions, such as martech. As boring as it may seem, why would you want to work smarter and more efficiently with the same tools you already use?

How receptive are consumers to brand texts?

The short answer: more than you think. The Attentive SMS solution has launched a new study to investigate how consumer messaging behavior has changed. (We’ve also recently explored these changes and linked them to long-term decision-making strategies.)

Perhaps the longest decline for consumers in recent years has led to an increase in demand for branded messages. Regardless of the specific cause, consumers want more. According to the questionnaire:

• 90% of consumers said they wanted to sign up to receive the brands; dis al

• 58% said brands should text multiple times a week.

Because we care. Marketers want to avoid burning their lists at all costs. They don’t want to discourage customers from texting too often or sending the wrong channel. In that case, it appears that consumers are asking for more messages. The presence through texts will position the brand better in the transition from retail and other sectors to the mobile segment. Texts is also an excellent 1: 1 channel that builds brand loyalty through personal dedication.

Adobe, Acquia, and Optimizely are leaders in fast CMS

A new Qr1 Forrester Wave report evaluating the systematic management of content management systems highlights the tendency to create solutions that meet the needs of developers and even open-source users. As the report states, an experienced CMS provides a “collaborative environment for developers and professionals, along with the tools engineers and creatives need.” And now it can come in the form of traditional, hybrid, and even headless offerings.

According to Forrester, Adobe is the industry leader with the strongest offering and strategy, as well as a significant market share. Interestingly, Acquia (which bases its offering on the open-source Drupal CMS) and Optimizely (until recently known as Episerver) are in second place, although Optimizely is considered the best offering, Acquia is the best strategy.

Despite the significant market presence, Sitecore sits behind the three leaders. There is no total headless offer yet, but a recent addition of $ 1.2 billion by private investors is expected to close the gap.

Why do we care? Maybe two or three years ago, the CMS might not have been Martech’s most popular space, but let’s keep an eye on two factors. First, the widespread digital transformation that is driving businesses across all industries to reinvent their e-commerce offerings. Second, it leads consumers to other channels than the real site, so CMSs need to rediscover themselves quickly, or at least as hybrid forms.

Facebook ads stop this weekend

If you noticed a sharp drop in Facebook ad traffic and conversions, it was a delivery over the weekend. The social media platform had all the hype with its launch on February 18 and only solved the problem yesterday. Most search marketers reported that only their Instagram Stories campaigns remained intact during the outage.

Why do we care?

 At the request of comments, Facebook sent us the standard message: “We are still investigating this issue and we will do everything in our power to improve our systems in the future.” Many marketers have hosted major campaigns this past weekend and the return on investment in advertising has been achieved.

The commercial disruption follows the new iOS 14 privacy release, which gives users more control over how they share their data with mobile applications, including Facebook (which says the disruption is not related to the iOS update). Apple will call to ask users permission to find more applications so people can wait.

Some speculate that this disruption is just one example of how Facebook will have to adapt to the new privacy options: “It looks like the whole marketing architecture around Pixel is designed. Use it or not. They think they need to rebuild the ‘Don’. I trust Pixel not, ‘Edan Ben-Atar said on Twitter.

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