Digital marketing skills show positive growth but sector demands outpace professional development 

Core digital skills marketers rely on have improved but that the growing demands of new and evolving technologies are contributing to a skills gap across the majority of industries. 

This is according to research published by the training body Target Internet, in association with the Chartered Institute of Marketing (CIM).

This year’s report analyses data from more than 10,000 marketing professionals, gathered between 2018 to 2023 and highlights key short and...

24 October 2023 | Advertising

LinkedIn snaps up Oribi to accelerate attribution technology capabilities

LinkedIn on a smartphone.

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results.

Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

As part of the agreement, LinkedIn will also open a...

1 March 2022 | Advertising

Setting the bar as a trusted brand

A pole vaulter.

The consumer packaged goods (CPG) industry is a tough one. Highly competitive, crowded, and frequently driven by price. Now producers are being put under even greater pressure, as consumers increasingly only want to buy from brands that they feel align with their own values.

With people becoming more aware of what they are putting into their bodies the focus on health issues is intensifying, coupled with sustainability and inclusivity being taken more seriously (particularly by...

15 February 2022 | Attribution

The end of third-party cookies: How it will affect advertisers and publishers

Longread Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetisation methods will become less effective or even stop working altogether.

In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what you need to do now so that these changes won’t affect your ad...

20 April 2021 | Advertising

Let’s be direct: Why supply and demand needs to move closer for programmatic

Bringing transparency to the programmatic supply chain has been on the digital advertising agenda for some time, but the ad budget constraints of 2020 combined with ISBA’s revelations around the ‘unknown delta’ have propelled it to the top of the industry’s wish list. As 2021 continues, there is widespread determination to resolve transparency issues once and for all; to move programmatic advertising out of the shadows, shine a light on inefficient and outdated practices, and enable...

16 February 2021 | Advertising

Why it’s time to tailor your omnichannel marketing strategy to fit the now

The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty.

Companies that instinctively pivot to “now” are thriving. For example, Tesla simplified its online vehicle purchase process...

26 January 2021 | Attribution

Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

6 January 2021 | Advertising

John Mellor, CSO, Domo: The lesson learned from Adobe CEO Narayen which shaped my thinking on strategy

John Mellor, chief strategy officer at cloud business intelligence (BI) platform provider Domo, learned a valuable piece of advice on strategy from his former CEO at Adobe, Shantanu Narayen. The tip has stayed with him ever since.

"We were doing a strategy presentation one year and I had these beautiful slides I was so proud of," Mellor tells MarketingTech. "It was a good half hour, 45 minute conversation, everybody was engaged, and we got to the end and [Narayen] said 'okay, so...

16 December 2020 | Attribution

Scott Brinker: “Times are stressful, but this is the state of modern marketing now – let’s just embrace it”

The Marketing Technology Landscape, the ultimate who's who of the martech space from social to data and everything in between, is otherwise known as the Martech 5000. Yet that moniker, while memorable, soon became a touch mistaken as ever more companies joined the party. For the 2020 edition, published in April, there are now 8,000 vendors listed.

There was, however, plenty of interest between the lines. Data vendors saw a 25.5% growth since 2019, while management platforms saw a...

2 December 2020 | Advertising Technology

WTF do B2B tech marketers do when the world is WFH?

Technology has really come into its own this year, with broadband straining under the enormous pressure of back-to-back Zooms (“You’re on mute…”), a massive rise in online shopping, and the digitisation of so many parts of our lives. Lenin’s famous quote, “There are decades when nothing happens; and there are weeks when decades happen” has never felt more pertinent than this year when we look at the scale of digital transformation across business and personal...

1 December 2020 | Advertising Technology