Marketing Technology for Growth

Forget Millennials: Time to Prepare for Generation Z

This post is not meant to dis Millennials. In truth, I’ve had my fill of Millennial-bashing comments and commentaries in recent years, often promulgated by the not-so-silent ranks of disdainful Boomers and disgruntled Gen Xers, much of it undeserved. The largest demographic group in U.S. history, the Millennial generation (aka Gen Y) already has and will continue to cast a long shadow, shaping societal mores and influencing marketing budgets for years to come. With all due respect to this current generation, it’s time for marketers and businesses to begin preparing for the next one, Generation Z, an ethnically diverse lot of full-fledged digital natives who, in their tendency to favor IMs over emails and customer experiences over brands, in many ways represent the full flowering of behavioral trends sown by their Gen Y forerunners.

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Topics: Marketing, Marketing Technology Trends

Note to Businesses: We’re All in eCommerce Now

One needn’t look any further than Amazon to bear witness to the growing power of eCommerce. This past holiday season offered up a spate of direct and anecdotal evidence to suggest that eCommerce in general, and mCommerce (mobile commerce) in particular, is on the rise and is quickly redefining the retail landscape. Research from Adobe confirms that Cyber Monday 2015 was the largest online sales day in history and was driven increasingly by mobile devices, which accounted for nearly half (49%) of shopping visits and over one-quarter (28%) of online sales. Similarly, IBM found that mobile devices accounted for over one-third of purchases (35%) on Black Friday, a 35% year-on-year increase.

While remarkable news for eTailers, these muscular growth numbers point to a broader and more significant business trend: we’re all in eCommerce now.

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Topics: Marketing Technology Trends, Web Development and Design

The Promise and Peril of Digital Technology

Since the dawn of recorded history (and likely before), pundits and pontificators have warned of the promise and peril of new technologies. I recently had occasion to reflect on the dualistic nature of technology firsthand when faced with the dilemma of how to spend a few hours of free time the other evening. My wife and kids having gone to bed earlier than usual, it was only 8pm, and I was confronted with possibility of using digital technology to either enrich my life or to entertain myself. Which do you think I chose? Before answering, let me provide a little background...

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Topics: Marketing Technology Trends

4 Problems Solved by Responsive Design

Today, there are more mobile and tablet users on the Internet than ever before. Since most users are now accessing the web from multiple devices, it has never been more important to optimize your website’s design for the many different screen sizes that exist today. The most obvious and effective way to optimize for multiple devices is to switch to a website built with Responsive Design.

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Topics: Lead Generation, Mobile, Marketing Technology Trends, Web Development and Design, Responsive Web Design, Google

A Brief History of Responsive Web Design

In the last few years, the number of mobile users and devices has grown exponentially. As a result of this, providing a seamless, high-quality user experience on desktop, tablet, and mobile is more important than ever. Responsive Web Design (RWD) is arguably one of the best ways to tackle the issues that arise when designing for multiple devices.

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Topics: Mobile, Marketing Technology Trends, Web Development and Design, Responsive Web Design

4 Success Stories that Prove Responsive Web Design is the Future

Most modern marketers would agree, Responsive Web Design (RWD) is the way of the future. RWD is a web development approach that creates dynamic changes to the appearance of a website, depending on the screen size and orientation of the device being used to view it. RWD is a solution to the problem of designing for the various kinds of devices used by consumers such as mobile phones, tablets, and desktops. RWD is overflowing with benefits for both you and your user, including improved appearance and usability, better SEO relevance, higher conversion rate, and increased website traffic. But, for those of you that are still unsure about RWD, here are four great success stories that prove it is here to stay.

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Topics: Content Marketing, Mobile, Marketing Technology Trends, Responsive Web Design

T'was the Night Before Christmas (MarTech Version)

Here’s my take on the classic poem, "T'was the night before Christmas.” It’s a slight modernization of Clement Clark Moore’s original 1822 version. Happy Holidays to all!

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Topics: Marketing Technology Trends

Marketing Students: Education vs. Application

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Topics: Integrated Digital Marketing, Marketing, Synecore technogies, Marketing Technology Trends

Apple Anoints NFC Mobile Payments: Now People Will Finally Use It

Sometimes in life, timing is everything. After years of patiently sitting on the sidelines of NFC, Apple’s recent entry into the mobile contactless payments space reminded me of the title of a half-written blog I was never able to bring myself to finish: “Google Wallet – Great Idea, So Why Isn’t Anyone Using It?” One of the first things you learn as a blogger is to try and avoid writing about things that don’t hold your interest. When you do, it usually ends up being a painful experience for both yourself and the reader.

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Topics: Mobile, Marketing Technology Trends

Digital is Complicating Marketers' Lives, but Simplifying Marketing

At first glance, it sure seems like digital is complicating marketing, and ruining things for marketers. One only has to run into the beleaguered marketer on the nearest street corner (isn’t that where they hang out?) to evidence the profound impact technology is having on the marketing function – that crazed stare, those bloodshot eyes bearing stark testimony to an unending flow of information to be absorbed, an unceasing deluge of content to be written. Operating on the front lines of digital transformation, one wonders how this intrepid marketer, and those like him, is able to keep it together at all (cocktails, but that’s a different story). Now for the ironic twist: even though it may be making life hell for marketers, digital is actually simplifying marketing, at least on a broad strategic level.

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Topics: Marketing Technology Trends