If you’ve been around the marketing traps for the last year, you may have heard of ‘Zero Party Data’. However, you may be unclear as to what it actually is. It is a fancy way of saying first party data? Is it is different kind of data altogether? Are we not already inundated with too much data? How many more data categories do we really need as marketers?

Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.

Businesses that lose sight of the human element in CX risk not seeing the benefits to the bottom line when undergoing digital transformation. That’s the stark message from Forrester for brands grappling with the rising expectations of customers.

IBM is offloading its marketing and commerce technology portfolio to private equity in order to spin off the offering into a new commercial entity. But several analysts are questioning whether the decision will provide the focus needed to succeed in the rapidly evolving martech landscape.

The customer feedback management (CFM) market in the Asia Pacific is growing as more marketers see the technology as vital to transforming customer experience (CX).

​Forrester has released its Forrester Wave: Customer Feedback Management Platforms, Q4 2018 report, detailing the nine providers who are transforming customer feedback management (CFM) and therefore the customer experience (CX).

Experience-led businesses are putting long-term engagement over short-term wins, investing in a combination of people, process and technology, have more comprehensive leadership buy-in and are seeing stronger revenue and customer wins as a result.

Like a lot of companies, being old isn’t good enough anymore for Perpetual, its senior manager of digital content, John Joyce, said.

All the latest martech and adtech news from Experian, SDL, Tableau, HubSpot, TubeMogul, Magento, Oracle, NetSuite, Verint, Integral Ad Science and The Trade Desk.

​Consumers are increasingly empowered by new technologies, rich information resources and a wide choice of brands, and are increasingly demanding digital innovation from businesses, according to a new report by Forrester.

Forrester Research identifies three key ‘Es’ lying at the heart of good customer experience: Effectiveness, ease and emotion. And according to principal analyst for customer experience, Ryan Hart, emotion is by far the biggest contributor to how people feel about brands.

Many marketers are relying on the wrong parameters to personalise communications in a digital environment and should be tapping into irrational, emotional and contextual factors to win over today’s customer.

As marketers ride the digital wave to higher salaries, greater roles and bigger budgets, will it all come crashing down? Do marketers really understand the technology that has upended their profession? If they don't improve their digital IQ in a hurry, they're risking a wipeout.

Many companies have not developed the policies they need to build ‘digital relationships’ with consumers and significantly alter their traditional business models.

Marketers are getting the message that serving the consumer at the mobile moment should be their top priority. So are they investing mightily in mobile marketing tech? Not as much as you might expect.

Signs point to marketers opening up their wallets for emerging digital technologies, placing bets on measurable channels such as email, search and social media, shifting resources toward consumer-facing technology, and spending wads of cash on content creation and aggregation.

Marketers are struggling to build strong mobile practices and must rely on strategy, governance and execution for success, a new analyst report claims.

Australian marketers are ahead of their international peers when it comes to embracing marketing technology. Yet there’s a way to go before they have the cross-channel, real-time capabilities and customer lifecycle view needed in modern marketing.

Australian annual social ad spending will hit $706.3 million within five years, analyst firm Forrester has predicted.

Responsive design is table stakes for organisations and not a long-term strategy for truly meeting the needs of customers in a mobile world, a lead Forrester analyst claims.

A fundamental disconnect between the way technology and business teams perceive customer data is resulting in lost opportunity for marketers, a Forrester Research principal analyst claims.