James Bourne, Author at Marketing Tech News

Gartner offers uncertainty in AI-centric 2023 CMO forecast

James Bourne — Fri, 16 Dec 2022 11:25:28 +0000

Gartner has offered its yearly prognostications to marketers as 2023 approaches – and it is set to be a battlefield where misinformation through social media and AI will be the primary enemies. The analyst firm has identified five trends in all, many of which have long deadlines attached but are still worth considering. Gartner argued... Read more »

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Preparing for a cookieless future – by revamping your data-driven culture

James Bourne — Thu, 29 Apr 2021 12:31:50 +0000

Session It’s a case of good news and bad news for digital marketers right now. The bad news is that third-party cookies are being phased out by 2022 – and however hard one begs, they’re not coming back. The good news, however, is that necessity is often the mother of invention – and if brands... Read more »

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Salesforce Digital 360 for Industries looks further to a cloud-controlled marketing approach

James Bourne — Thu, 22 Apr 2021 13:29:20 +0000

You may have heard of the concept of an ‘industry cloud’; a solution which has been customised to fit operatory and regulatory requirements for a specific vertical. Salesforce has looked to this for software as a service (SaaS) and digital experiences with the release of Digital 360 for Industries. The company’s latest offering mixes industry... Read more »

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John Mellor, CSO, Domo: The lesson learned from Adobe CEO Narayen which shaped my thinking on strategy

James Bourne — Wed, 16 Dec 2020 10:50:59 +0000

John Mellor, chief strategy officer at cloud business intelligence (BI) platform provider Domo, learned a valuable piece of advice on strategy from his former CEO at Adobe, Shantanu Narayen. The tip has stayed with him ever since. “We were doing a strategy presentation one year and I had these beautiful slides I was so proud... Read more »

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Scott Brinker: “Times are stressful, but this is the state of modern marketing now – let’s just embrace it”

James Bourne — Wed, 02 Dec 2020 12:25:18 +0000

The Marketing Technology Landscape, the ultimate who’s who of the martech space from social to data and everything in between, is otherwise known as the Martech 5000. Yet that moniker, while memorable, soon became a touch mistaken as ever more companies joined the party. For the 2020 edition, published in April, there are now 8,000... Read more »

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Q&A: Jake Athey, Widen: On common mistakes marketers make with DAM – and realigning content post-Covid

James Bourne — Wed, 11 Nov 2020 10:50:46 +0000

For marketing professionals today, a lot of the job depends on their ability to not let things get on top of them. Data and data sources are increasing, as are the number of tools at hand to deal with them. What companies need, therefore, is something to centralise processes and smooth out the rough edges.... Read more »

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Getting marketing automation right: Conversion and segmentation – and the workflows required

James Bourne — Mon, 09 Nov 2020 13:15:58 +0000

Session The case for marketing automation continues to prosper. Capturing leads and organising prospects in the back end, not to mention enhancing the front-facing customer journey, is important: according to Invesp, automation can drive up to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overheads. Marketing automation workflows can work in... Read more »

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CMO Council explores the remit of earned media – and strained relations between marketing and comms

James Bourne — Wed, 14 Oct 2020 11:10:21 +0000

The Covid-19 pandemic may have forced a change in some respects, but a new report from the CMO Council makes it clear: marketing and comms are still too adversarial, and more media cohesion is needed. In its report ‘Bridging the Gap for Comms and Marketing’, the council, alongside Cision, surveyed more than 150 brand leaders,... Read more »

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DOMO: On cloud-enabled customer journeys and ensuring marketers aren’t chasing their tails

James Bourne — Tue, 15 Sep 2020 11:18:43 +0000

It is always interesting to note the propositions of companies who specialise in software for marketers. For many of the executives leading from the front, it creates a strong narrative. Having been marketing leaders at their previous employer, they understand the problems their compatriots are going through – and, more importantly, how they can be... Read more »

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Don’t just address compliance as part of your marketing strategy – embrace it

James Bourne — Fri, 11 Sep 2020 12:17:07 +0000

Session When it comes to marketing, trust is sometimes considered something of a dirty word. Pre-GDPR, it was almost laughable. Yes, you can trust us not to hawk your data to any Tom, Dick or Harry going. You can also trust us that our product does exactly what we say it does, and that you... Read more »

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