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B2B Marketers Shifting Spend to Earned Media: Demand Gen Report

B2B marketing budgets for earned media – publicity and social channels – are growing faster than paid and owned media budgets, according to this study that Demand Gen Report prepared for public relations services company Cision. The survey found companies already spend 24% of their budgets on earned media, nearly as much as owned (32%) and paid (25%). Biggest obstacles were connecting with influencers and measuring return on investment.

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GK Software Adds AI-Driven Personalization to POS

December 19, 2017

The line between customer-facing and back-office software is rapidly vanishing. GK Software mostly builds retail Point of Sale systems, but they’ve expanded to other channels and adjacent functions such as merchandising and promotion management. They just announced they’ll be using artificial intelligence to generate personalized product recommendations, dynamic pricing and promotions, smart shopping lists, and individualized newsletters. These can be delivered via POS, mobile POS, and self-service channels. You can bet there’s a customer database lurking somewhere underneath.

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Most Marketing Ops Teams Are Centralized: Perkuto Study

August 15, 2022

Have you been debating whether marketing operations should be centralized or decentralized?  Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized.  More here on most- and least-used capabilities and most common weaknesses.  Is “marops” a thing?  “Markops” would be cooler, since it sounds like “marketing cops”.

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