So, CMOs’ budget for martech is sinking: is that bad news? I don’t think so, as there are a few good reasons behind this trend. It took over 10 years (and counting) for martech to become a thing, but it seems like brands are finally getting serious about CX data and technology. This post will explore how we got here and what’s coming next.
As a marketers or civic hacker you will get from these blog posts some inspiration on how to make an impact through technology. I know it works, because I have done it myself. From time to time I also write about other things (mostly music, my first love).
Italian here. Not every post is translated (the most interesting ones are in english).
From Composable Customer Data Platforms to the Future of Marketing: that zero-party data interview that no one missed
Benjamin Gibert of Spectrm interviewed me on the podcast One to One: the Conversational Marketing Podcast. Find here the links or read the full transcript of this 20-minute chat about zero-party data and my advices for organizations getting started with zero-party data.
(More than) An NFT / Discord glossary for those who want to launch a collection
Running an NFT project is kind of like running a business. While it may sound like an easy task, there’s a lot of work involved. In this article, we’ll discuss a series of elements that are vital to growing a community and ensuring the success of your project.
No, customer data platforms will not be adopted by the majority of companies by the end of 2022
This post comes late, but after reading a customer data platform vendor’s fanciful press release that “over 99% of marketers will achieve the single customer view, or golden record, by the end of 2022,” I couldn’t put it off any longer. No, customer data platforms – let’s say it loud and clear – the majority […]
How many of you – when younger – have enjoyed making mixed tapes? I am among those who have made tapes. And many. Carried away by a friend, in 2004 I made my first “official” compilation, one of those with great attention to detail, from the cover to the tracklist. A few important notes: (1) […]
MarTech and Agile: speed exercises in the post-COVID scenario
A few days before Premier Conte announced phase 2, Iconsulting asked me for a point of view on how MarTech could be an additional weapon against this emergency. Below is the complete translation of the interview. – – – During the COVID-19 emergency, marketing and communication have cemented an important role in the global transformation […]
Vicinoesicuro, the non-profit map against Coronavirus
Vicinoesicuro is a non–profit project created to combat the Coronavirus outbreak and was launched a few hours after the announcement of the lockdown by Prime Minister Conte on March 9, 2020. Vicinoesicuro was developed together with Alfredo Colella, Cristiano Ferrari, Francesco del Bosco and Federico Capucci. The project, completely free of charge, offers a navigable […]
The 4 fundamental ingredients in a Marketing Automation project
In my first blog post in Digital Update, I talked about how strategic the emerging figure of the Marketing Technologist was. What are, however, the fundamental ingredients to best approach a marketing automation project? Technology According to this infographic by ChiefMartec.com, in 2001 there were about 150 marketing tools, in 2016 they were just under […]
Mom, when I grow up I want to be a marketing technologist
Marketing has seen an exponential growth of available technological tools – 3500 now versus 150 in 2011 (Chiefmartec.com). As a consequence, people working in the digital sector have learned to change rapidly and, sometimes, to feel lost in this ever-changing ecosystem. As for me, it’s at 35 years old that I finally found a job […]