Digital Marketing

Adobe will acquire rival Marketo for $US4.75 billion, as consolidation in the martech sector heats up. The deal strengthens Adobe’s B2B play, and also plugs some capability gaps in its Adobe Campaign offering. The final price is also a big win for Marketo’s owner, Vista Equity. It acquired the company

Salesforce has announced Einstein Voice, a new voice controlled feature for its CRM software. The voice enabled interface will allow users to conversationally update Salesforce by dictating commands to the Salesforce mobile app or a smart speaker. The voice capability is expected to be available in a pilot program around

GDPR is expected to bring new levels of transparency to the digital advertising industry. However the new regulations also risk disturbing the current dynamic between publishers, advertisers and users. Some will argue that may not be such a bad thing in an industry where a few tech giants take the

Gartner’s Customer Experience in Marketing Survey found that the B2B marketers surveyed currently lag their B2C peers in CX, with only 61 per cent reporting that they compete mostly or completely on the basis of CX (compared to 69 per cent of B2C respondents). What’s interesting, however, is that in this

Marketing technology platforms risk becoming commodities if they cannot help CMOs deliver experiences that differentiate them from their competitors. Bijan Bedroud, the chief revenue officer of marketing software provider Emarsys, argues the brands that win are the ones which can leverage the data within their systems to provide personalised interactions

Expectations surrounding products and services aren’t just rising, consumers are also demanding more accountability from brands. According to the second edition of WE Communications’ Brands in Motion study, consumers expect technology will improve their lives, but at the same time high levels of distrust mean they also want brands to

Social Media marketing, audience

Vocus Communications has tapped customer data orchestration solution company Tealium and agency The Lumery to build out its martech ecosystem. The aim of the digital transformation is to spearhead customer acquisition as well as customer retention and upsell strategies. Sign up to Which-50’s Digital Marketing Newsletter Vocus Communications selected the

Steve Lucas, Marketo, Marketing Nation

Adobe is in negotiations to buy Marketo, according to sources for Reuters. Marketo is owned by private equity firm Vista Equity Partners, which took the company private two years ago. According to Reuters, if a deal is reached it would be worth significantly more than the $US1.8 billion — a 64 per

future, prediction

As an analyst covering customer experience, I am often briefed by multichannel, personalisation, and marketing automation platforms. Many promise to help brands improve their customer experience by identifying and executing the “next best action” for each of their individual customers. The idea, in theory, is that your brand can improve its

Spotify and Nielsen have extended their relationship to now include the adoption of Nielsen Brand Effect across Spotify in several markets across the globe including Australia. According to the announcement, this will allow marketers to measure and optimise their national advertising on Spotify and gain a deeper understanding of how