Industry News: 12/28

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The Moment of Truth for Mobile Marketing

Digital Marketing Magazine (UK)

Our UK agency secured this byline for Conor Shaw on the need for engagement that crosses all channels, mobile and otherwise.

Digital marketers must reorganize around customers! (Translated)

Usine Digitale (France)

Our French agency repurposed Phil's byline on Forbes, which focuses on why marketers must put customers at the core of what they do and organize accordingly.

The marketing manager is to become the customer journey conductor (Translated)

Journal du Net

Our French agency secured coverage for Sanjay's byline on the findings of our HBR whitepaper.

Travel Companies Can Improve Revenues by Engaging Travelers on the Right Channels

Hotel News Resource

We continue to see media references to our EIU survey, this time in a travel and hospitality publication. The piece was also picked up in Spanish here.


Storage tech company Nutanix files for IPO


Online storage startup Nutanix, a Marketo customer, has filed for its long-awaited public offering. Nutanix, which builds server and storage systems for companies, was valued at $2 billion at its last private financing round in August 2014.

10 content marketing game changers to look for in 2016


Co-Founder and Chief Executive Officer of NewsCred, a Marketo partner, penned a byline covering everything from integrations to executive alignment.

Brands Don't Live in Glass Houses


Marketo partner Wunderman penned this piece on their 2016 predictions, which include thoughts on IoT, authenticity, innovation, global & local coming together, virtual reality, digital empathy, and exec alignment.


Fast Company

In Fast Company's inaugural Silicon Valley "Nice List," the publication applauds the companies who did "good deeds" in 2015, from tackling diversity to improving parental leave. The winners are Netflix, ZocDoc, Apple, Facebook, Credit Karma, Oracle, Pinterest & Intel, and Tesla (customer).


Fast Company

On the flip side, the publication also covered unicorn companies suffering from working conditions to subscription scams: Zenefits (customer), Jawbone, Blue Apron, Uber, JustFab,, Honest Co., FanDuel & DraftKings, WeWork, Theranos, and Airbnb.

A slew of ad tech firms are cutting costs through holiday layoffs

Marketing Dive

Ad tech firms are feeling the pressure of delivering results to clients and investors and in response are lowering costs by laying off employees. In recent weeks ad tech firms Turn, PubMatic, Collective and Centro have all reduced headcount. One insider blames the layoffs on an oversaturated ad tech marketplace.


Top 10 industry highlights of 2015


As we step into 2016, ClickZ presents the most important news in digital marketing over the past year, such as Periscope’s debut and Google’s “Mobilegeddon.”

Smartphones Are the Hardest Screen to Monetize


According to a survey by AdMonsters, two-thirds of US publishing professionals said that smartphones caused the most monetization trouble.

10 ads from 2015 that gave blockers a run for their money

Marketing Dive

This year, advertisers managed to get viewers to watch longer and engage, which is important given the widespread use of ad blocking tech. The prevalence of those tools indicates ads still illicit feelings of impatience and dread, but at least some concepts kept viewers from hitting "skip."

Silicon Valley tech companies jump on the Super Bowl bandwagon

San Jose Mercury News

With the historic Super Bowl 50 coming soon to that great entrepreneurial gridiron known as Silicon Valley, local tech companies large and small are getting in on the action: They're planning parties for corporate guests. They're partnering with the local host committee. And they're launching marketing campaigns that will hitch their products and services to the biggest sporting event the Bay Area has ever seen.

Channel Data Management: The Next Big Thing for IT Attention

Data Center Journal

The author states that the next big initiative in sales and marketing technology, channel data management (CDM). CDM is the tool that enables your sales and marketing people to increase their visibility into your indirect sales channels—the business done by your distributors and reseller network.

Marketing Tech Evolves Beyond Automation — And Toward Intuition

Marketing Land

Marketing technology these days is increasingly focused on the future, as marketing moves away from its traditional role of generating demand and more toward a new role of anticipating demand. Instead of a focus on the “mechanization” of common processes like email management, marketing tech is becoming infused with a kind of “marketing intuition” — predictive scoring, predictive marketing, intent data, personalization and other techniques that focus on what the customer or would-be customer is going to do or want next.

Infographic: 6 Types of Shoppers and the Brands They'll Pay More For


As more shoppers shift their attention to mobile, retailers need to understand the different types of shoppers and how they use technology to make their purchases. After surveying 14,000 U.S. consumers, ad agency Y&R's BAVLab broke shoppers into the following categories: bargain hunters, knowledge seekers, practical players, store reassurers, brand desirers and mobile warriors.

Why 2015 wasn't the year for 'buy' buttons—and how 2016 can be different

Retail Dive

Retailers have found social media to be both an engaging platform and a useful marketing tool, beating out many traditional marketing venues like television and print ads in effectiveness. Even with this holiday season’s apparent surge in mobile commerce, social media hasn’t turned out to be a major channel for sales.