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Marketing technology (martech) offers endless possibilities — and equally abundant challenges. How do leading organizations maintain their competitive edge as budgets tighten and customer expectations soar? A recent session at the ANA AEF Future of Marketing Leadership Conference at Columbia Business School featuring marketing technology leaders from the NFL, Verizon, and Barclays revealed that success isn't just about implementing the latest AI tools — it's about building the right foundation, breaking down organizational barriers, and developing talent strategies that work.
At the recent ANA Marketing Technology Momentum conference, industry leaders shared transformative approaches to personalization and customer experience.
At the ANA’s Marketing Tech Momentum conference, VML's global chief experience design officer Kaleeta McDade delivered a compelling perspective on the evolution of brand engagement, tracing the journey from traditional storytelling to what she calls "story-living."
As we enter the new year, marketers continue to face a progressive transformation, with generative AI emerging as the most powerful tool in our arsenal. As traditional search marketing strategies evolve, savvy marketers are discovering unprecedented opportunities to leverage AI across multiple dimensions of their search marketing efforts.
At the ANA’s AI Marketing Reality Check conference, Steve Paganelli, Tripadvisor’s senior head of Americas Partnerships, Christine Maguire, Tripadvisor's VP of global advertising, and Cody Chomiak, VP of marketing at Travel Manitoba, explored how DMOs are using AI to create more personalized and seamless journeys for their visitors.
The marketing and advertising landscape is undergoing a seismic shift with the rapid rise of AI-powered search. Platforms like ChatGPT and Anthropic's Claude are quickly becoming the new front door for consumer product research and purchasing decisions, displacing traditional search engines like Google.
As digital marketing and customer engagement evolve, the companies that lead the pack are those who have embraced technological innovation as wholeheartedly as Verizon Business Group. At the forefront of this transformation is Kris Narayanan, SVP of digital experience platforms, whose extensive experience in digital transformation across various industries has positioned him as a key driver of change within Verizon Business.
The Association of National Advertisers (ANA) has unveiled a new educational initiative aimed at growing the skill base of the marketing technology community with its new MarTech Foundations Certificate Program. Developed in partnership with Transparent Partners, this new training curriculum offers a comprehensive pathway to mastering the complexities of the rapidly evolving MarTech landscape.
At the ANA Marketing Technology for Marketers conference, key takeaways centered on upholding creativity as the driving force behind martech innovation, designing adaptable and composable marketing architectures, and prioritizing data privacy compliance as platforms grow more sophisticated.
As artificial intelligence (AI) continues to transform the marketing landscape, marketers need to stay ahead of the curve and leverage the power of AI to drive growth and innovation. AI is a top priority for you and the ANA. As such, we have been prioritizing our mission of providing important and powerful resources to enable members with the tools they need to enhance their AI knowledge and skills.
Ahead of the 2024 ANA Marketing Technology for Marketers Conference, David Lipsey, DAM industry co-founder/strategist, and managing partner, FCx3, explores how AI is shaping the importance of DAM, the opportunities and challenges it presents, and what industry leaders anticipate from this key event.
Co-Branded Cards Take Flight - Consumers' preference for co-branded credit cards has grown significantly in the past couple of years, adding momentum to card usage, according to a recent report by Packaged Facts. The number of customers who prefer co-branded airline credit cards, for example, has increased by 73 percent between 2000 and 2003, the report states. The growth is contributing to banks' - and merchants' - bottom lines, relates David Morris, research analyst for Packaged Facts, a market research publisher based in New York.
Contactless Trial Takes Off - Although smart cards have not been as readily accepted in the U.S as they have been in Europe, a contactless card pilot by MasterCard International has proven successful with a long-term potential for an increase in popularity.
Conversion Invasion - The merger between JPMorgan Chase and Bank One will involve conversions, not integrations.
Grey Skies Are Gonna Clear Up - Flush with optimism about the economy, community banks expect business to improve in 2005. Seventy-five percent of bank executives and audit committee chairmen have a positive outlook regarding the national economy, and 77 percent expect community banks to have a better year in 2005, according to a recent survey by Chicago-based Grant Thornton, a global accounting, tax and business advisory organization.
Newer Regulations Keep Banks On Their Toes When it Comes to Content - Stricter rules and advanced technology are increasing the type of content banks need to manage and archive. With legislations such as Sarbanes-Oxley and the USA PATRIOT Act, financial institutions need more comprehensive technology solutions in order to comply with these regulations. The need to archive imaged checks and other paper documents now goes hand-in-hand with the management of e-mail, IMs and other types of communication. BS&T associate editor Cynthia Ramsaran recently interviewed a number of industry executives on the topic.
Outsouring Unit for Commercial Banking - Fiserv SourceOne, formerly the Custom Outsourcing Solutions division of Fiserv, has expanded its offerings to deliver a comprehensive set of business solutions through an integrated approach to information management for financial institutions, in addition to rebranding the company's name and image.
Running Ahead of the Pack - Technology alone cannot provide competitive advantage, at least not for long. To continue to realize the benefits that technology can offer, banks must formulate an enterprisewide strategy, continually monitor systems performance, explore emerging technologies and integrate new solutions with existing platforms. Complacency precludes progress.
Study: ECM and BPM Not Understood - Technology users in the financial services industry are confused about enterprise content management (ECM) and business process management (BPM) solutions, according to a recent survey. As a result, banks do not leverage the technologies to their full potential.
The Buzz on Basel II - While many banks are implementing new technology or upgrading existing systems specifically to comply with upcoming regulations, some technology executives are using current or new systems intended to support other areas of the bank in order to get a head start in the compliance game.
The Intelligence Factor - Although technologies such as warehouses and document management tools have made it relatively easy for banks to gather and store data, the result often has been the perpetuation of siloed information - thus preventing organizations from gaining any strategic benefits from that information.
The Tech-Business Link Pays Off - I.T. Execs need to understand the impact of technology on the business, J.P. Morgan Chase's CIO says
Tripping Over Wireless Technology - The next step in wireless banking is likely to focus on technology used within the bank, including wireless Internet access and wireless ATMs. These types of wireless capabilities can increase employee productivity and customer satisfaction, according to Jim Bright, financial services industry manager, Cisco Systems Inc.
Winning With Technology - Through mergers and acquisitions, process overhauls or new services, all banks seek competitive advantage - and all of these initiatives require technology support. Working on both sides of the banking technology arena, Tim Shack, CIO of PNC (Pittsburgh, more than $70 billion in assets) and CEO of processing and technology solutions provider PFPC (Wilmington, Del.), has experienced changes in both the banking and technology industries. BS&T Associate Editor Cynthia Ramsaran recently spoke with Shack about his dual roles and how PNC leverages technology to stay ahead of the competition.
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