Marketers are increasingly using programmatic ad tech to target their media in a more efficient and effective way, according to Eric Sandberg, Managing Director at Dynata. This is because programmatic ad tech allows for quicker and easier targeting to specific segments, rather than relying on traditional audience demographics or behavioral targeting.
CMOs can provide value to the business by leveraging the technology available today, as Celia Fleischaker, Chief Marketing Officer at isolved, explains. Intent data can give marketers insight into what interests their prospects and customers, which can be used to drive programs across the business.
Three recent podcast episodes feature discussions on optimizing customer journeys, building end-to-end digital campaigns, and using email signatures to drive marketing and sales. Debbie Braney, Vice President of Demand & Brand Marketing at Glassbox, discusses optimizing customer journeys on episode 188 of The SalesStar Podcast. Curtis Tingle, EVP and CMO at Vericast, discusses building end-to-end digital campaigns on episode 187. Carol Howley, CMO at Exclaimer, discusses using email signatures to drive marketing and sales on episode 186.