Big Martech

This week on Big Martech, we’re concluding our trilogy on generative AI with a deep dive into how these tools could shape marketing by creating new marketing channels and new experiences for consumers. Juan and Scott talk about the rapid growth of ChatGPT, OpenAI creating an AI channel with the plugin release, how they have challenged existing channels such as Google search, autonomous agents in the customer experience, and the ways in which generative AI can offer new possibilities for marketing, and more. 02.43 Advantages of generative AI over traditional search. 06.05 Google threatened by ChatGPT? 11.16 ChatGPT as a channel. 15.02 Consumer empowerment with ChatGPT. 17.53 Volitional and speculative personalization. 23.26 Personalization for content consumption.

This week on Big Martech, the second installation of our podcast series on generative AI, we’re taking a deep dive into generative software and how it could influence marketing technology. Scott and Juan talk about chat as a better interface for software development, the evolution of language for coding, how AI will help improve no-code development, ways existing Martech could be made more powerful by utilizing AI, and more. [01:04] Overview of Generative Software [02:56] Capabilities and Opportunities [05:48] Our Relationship with Software [10:04] Challenges AI Could Overcome [15:28] Generative AI Integration With Existing Software [20:41] Risks On The Horizon

Generative AI is everywhere right now, and everyone is talking about it. But how does it really impact marketing? This week, we’re kicking off another deep dive series of three episodes to explore exactly that - what are the risks and opportunities as generative AI platforms, Large Language Models and Machine Learning influences the marketing technology space? We’ll be breaking down our next three episodes into generative content, generative software and generative experience. This episode all about content - How the content creation supply chain is evolving with AI tools, impacts to personalization, interesting use cases, counterfeit content, intellectual property and new formats for branding. 01:43 Generative content, an introduction 03:11 Exponential growth of generative AI software 05:56 Content creation pipeline 07:59 Content creation supply chain 11:35 Personalization for brand orchestrate data and experience 15:33 Risks with new technology 18:06 Counterfeit brand content.

Welcome to episode three, the last of our series on the end of third-party cookies. In our last episode, we looked at how marketers were reacting to cookie deprecation, what the replacements are, and the ethical, privacy, and data quality risks. This week, we look at who’s innovating in this space, what contextual advertising, brand safety, marketing mix modeling, and more. 01.43 Contextual advertising 06.34 Can advertising be a great experience? 10.23 The three ways that ads are targeted in contextual advertising. 14.14 Brand safety. 19.19 Marketing mix modeling. 20.00 Geo-experimentation. 22.00 Generative AI. Resources: Seedtag and Nielsen research finds contextual targeting boosts consumer interest in advertising by 32%press.seedtag.com/seedtag-and-nielsen-research-finds-contextual-targeting-boosts-consumer-interest-in-advertising-by-32 TMW #114 | The contextual renaissance https://www.themartechweekly.com/the-contextual-renaissance/

Welcome to episode two on the end of third party cookies. We are doing things differently during season two. Instead of focusing on a particular theme every episode, we are delving deeper into the most critical Martech topics over the span of three episodes. In the last episode, we examined the history of cookies and how our transition away is transforming the Martech industry. This week, we examine how marketers respond, what replacements are out there, the ethical, privacy and data quality risks and challenging the common wisdom in third party cookie replacements. [01:33] Replacing or Rewriting [06:11] What’s The Point-To-Point Solution? [07:21] Trigger Point For The Third-Party Cookie Deprecation [10:03] Tracking Alternatives [11:27] More Approaches [14:45] Missing The Point of Cookie Replacements [17:42] Data Privacy Challenges [20:58] Next Week Preview

Big Martech is back with Season 2! We are doing things a bit differently this time around. Instead of doing a single topic per show, we’re doing deeper dives into the most pressing themes of Martech with three episodes at a time. Our first theme is about how our shift away from third party cookies is changing the Martech landscape. This week we’ll look at the history of the cookie, next week will be about how marketers are responding, and the third looks ahead into future opportunities and innovation. Today, we're talking about the history of third-party cookies. [07:20] Value of third-party engagement and privacy motivation of consumers [10:04] Audience Targeting: Potential of third-party cookies [13:13] The Cookie Conundrum: Navigating privacy laws and consumer expectations [17:24] Google’s Chrome Browser - Goodbye third-party cookies! [22:37] Adoption of alternative technologies

Welcome to December, when everyone announces their marketing trends reports for 2022. In this episode Juan and Scott think about 2022 differently - what are all the things that didn't happen in Martech over 2022? What were we wrong about? Dive into our last episode of Big Martech this year and find out! Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

Is having a complex Martech stack a bad thing? In this episode, Juan and Scott challenge the notion that having a complex marketing technology set up in a business is more of a reflection of maturity than a lack of it. We also touch on how Martech maps to the complexity of marketing, the impact of chaotic human behavior on marketing, and why marketers should be experimenting with and deprecating tech often and frequently. Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

"Gradually, then suddenly.” These words from Ernest Hemingway are a perfect way to describe the growing category of partner operations and how it's influencing the Martech industry. In this episode, Scott and Juan dive into a recent report on the category of partner ops and look at how the technology is changing, who's harnessing it well, the lack of talent in the space, and why it's one of the most challenging categories in Martech to pin down. Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

Martech is a global phenomenon. But we don't hear much about the innovation, challenges, and tech in the Asian marketing technology landscape. In this episode, Scott and Juan unpack what we don't know about Martech in places like China and India, the growth in the region, and the unique conditions creating a new kind of Martech entrepreneur in Asia. Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

Over the past two weeks major CDP companies like Segment Twilio and mParticle have announced warehouse native data activation features, commonly known as "Reverse ETL." This week, Scott and Juan break down this growing category in data orchestration and figure out if there's a serious trend happening or if it's all hype. We also touch on the problem of customer identity management, the challenges with breaking down data silos in companies and new ways to think about data management in the enterprise. Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

It's been a big week for social media platform Twitter. With Elon Musk taking over and all the chaos that ensues we talk about how marketers and advertisers are reacting, the general downturn in the social media market, the Catch-22 of balancing content moderation and free speech on Twitter, and new start-ups building decentralized social networks. --- Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

This week, we're changing it up! In episode 6 of Big Martech Juan and Scott talk about Scott's viral LinkedIn post about how so many marketing technology companies can't clearly and simply explain what their technology does, and how it helps customers. What we call "Martech gobbledygook." We tackle the problem of overstating Martech benefits, aspirational messaging, the issue of homogeneity in technology design and branding, explaining Martech to executives plus a new feature of the show - A question of the week: --- Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

Is Martech heading toward a prolonged downturn? Valuations are down, funding is drying up and Martech and Adtech are at historical lows even after the pandemic tech boom. This week, Juan and Scott discuss the unique opportunities for the next round of category creators to ride out of the Martech downturn. This, and no code innovation, Spotify and podcasting, Google's growing workplace ecosystem, and a good marketing automation joke! --- Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

This week Juan and Scott take a philosophical discussion on the role of data in business. Data-driven obsession is influencing spending on cloud platforms that are forecasted to reach more than $1 trillion in spending by 2026, but privacy and security problems are changing perspectives on the value and liabilities of data collection. Juan and Scott also touch on metaverse spending and VR hardware, Martech stack reviews, generative AI, and cloud innovation. --- Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

Ecosystems are forecasted to reach $70 trillion in value in the coming years and the B2B segment alone is heading towards more than $17 trillion. In this episode Juan and Scott unpack the rise of ecosystems, the winner takes all dynamics and the tradeoffs and benefits of a web that's increasingly organized around platforms. We also touch on the continued growth in the retail media space, Slack and Salesforce product announcements, and the challenges of data anonymization. --- Watch this show on Youtube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

With the $20 billion acquisition of Figma, and the recent announcement of Canva's productivity suite, there has been some major moves in the creative corner of Martech. In this episode Scott and Juan talk about the Figma acquisition, the growth in B2B software marketplaces, the recent Snowflake and Salesforce partnership and AI prompt engineering. --- Watch this show on YouTube Get the transcript and resources mentioned on the show Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter

The 2nd age of Martech, marketing technology black holes, China and data sovereignty, and stopping your friends from buying a CDP. Welcome to the first ever edition of Big Martech - a weekly show from Scott Brinker and Juan Mendoza about the biggest stories, ideas and topics in the marketing technology industry. --- Watch this show on YouTube Subscribe to get Big Martech updates Follow Big Martech on LinkedIn and Twitter