Tag: Mean Business

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Rob Rakowitz, Head of Marketing at Vidmob chats about the rise and optimized implementation of data-driven marketing in this MarTech Interview with MarTechSeries:

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Hi Rob, tell us about yourself and what about the state of marketing most interests you today?

I’ve spent my career at the intersection of media, data, and innovation—including leadership roles in companies like WFA, Mars, WPP’s Mindshare, and OMD—helping brands navigate the increasingly complex and fragmented digital landscape. Now at Vidmob, my focus is on ensuring marketers and agencies understand the power of creative data—how it can shape campaigns, drive business growth, and offer a more intelligent approach to marketing.

What excites me about marketing and advertising today is that we’ve gone from imagining to enabling. For years, we’ve talked about data-driven marketing, but with creative data at scale and Gen AI tools, we are finally seeing it in action. Marketers have been optimizing media spend for decades, but the creative itself—arguably the biggest driver of performance—has often been left to intuition. Now, with the ability to analyze and optimize creative performance at scale, brands can be more precise, more responsive, and more effective in their storytelling, with clear, measurable ROI to back it up. That’s a game-changer.

What are you looking forward to as Vidmob’s new Marketing Head?

Creative data is having its moment, and I’m excited to reinforce Vidmob as the leading creative data platform. We have the most robust data available, and with over 40 proprietary AI models, we integrate best-in-class AI to unlock first-party creative data. This enables our clients to transform every creative decision into a data-driven advantage.

Vidmob is a true partner to marketers, agencies, and platforms, helping build data-driven campaigns and creating a space where organizations can leverage their strengths to deliver impactful brand campaigns. We’re not just offering a tool; we’re using data to optimize creative, media, and measurement to drive brand growth. The best part is that creative data works across all industries and teams—whether you’re a global enterprise, an agency, or a challenger brand looking to scale. All you need is curiosity.

I look forward to partnering with top marketers and agencies to scale creative data’s impact, driving smarter media investments, stronger brand performance, and measurable business outcomes.

What marketing trends will dominate the online and offline segments through 2025?

There are four trends that I see emerging in 2025:

1. The Rise of Ad-Supported CTV and Video Network Aggregation
   The advertising landscape in video content is undergoing a transformation, driven by the evolution of Connected TV (CTV). Just as social media networks once fragmented and reaggregated mass audiences, we’re now seeing a similar shift in video consumption. Ad-supported global CTV networks are expanding, creating new opportunities for marketers to engage audiences in more immersive, lean-in moments. With the resurgence of high-quality content on these platforms, marketers will have a chance to harness creative data in fresh ways, optimizing ad strategies based on deeper viewer engagement.
2. Retail Media Networks Enhancing Attribution and Actionable Insights:
   Retail media networks are experiencing significant growth, with major retailers following Amazon’s lead in monetizing their platforms. These networks allow brands to gain deeper insights into customer behaviors, improving attribution and campaign effectiveness. By leveraging creative data, marketers can better balance brand-building efforts with direct demand generation, leading to more strategic and optimized marketing approaches. While some caution remains, the potential for precise, data-driven advertising in retail media is immense.
3. The Reconvergence of Creative, Media, and Measurement
   As marketing becomes increasingly data-driven, there is growing pressure to reconnect creative, media, and measurement into a cohesive strategy. For some organizations, this means internal consolidation, while others will adopt cross-organizational collaboration through shared operating systems. There is no one-size-fits-all solution, but success will depend on the integration of technology, data, and—most importantly—strong, empathetic leadership that fosters innovation and creativity.
4. Gen Alpha Redefining Media Consumption
   Younger generations, particularly Gen Alpha, are fundamentally reshaping how content is consumed. Unlike previous generations, they often break down long-form content into bite-sized segments, consuming entire shows in fragments on platforms like YouTube and TikTok. Gen Alpha has also coined “brain rot” content, prompting a new type of marketing and campaign creative to reach this audience. These shifts present both challenges and opportunities for marketers, requiring them to rethink traditional media strategies and develop more adaptable, platform-native content to engage these evolving audiences effectively.
5. Gen AI transformation going micro and macro
   I think that GenAI is on the lips of a lot of marketers and agencies with c. 70% of these organizations using it in campaign development—that’s a lot of experimentation. I’m of the opinion that GenAI won’t kill Don Draper and Peggy Olsen like some pundits have said, and it’s going to create a solid foundation to operate from, provided you have the right data and training sets. I am going to be watching for the micro and the macro; micro on executional improvements—actual ads or media activation, and then the macro on transformational change—work processes and collaboration models.

Marketing Technology News: MarTech Interview with Becca Toth, CMO @ Hyland

What should today’s marketers do better to optimize how they build, integrate and run workflows and processes with their martech stack?

Marketers today need to make sure their tech and data stacks aren’t just a random collection of tools, but rather a connected system that helps them build what they need. Ideally, marketers and agencies should be creating an integrated ecosystem that can grow with their business. A well-connected martech stack makes it easy for data to flow smoothly between platforms, breaking down silos and helping teams make more informed decisions.

The biggest focus should be on collecting and using first-party data to gain a competitive edge. With privacy rules tightening and data signals becoming harder to track, brands that can turn their first-party creative data into actionable insights will stay ahead. Martech should not only support this shift but also actively help brands build smarter, data-driven marketing strategies that lead to real results.

A few thoughts on the future of AI, martech and marketing?

Looking ahead, I see AI as the next major shift in marketing. The first two waves—audience and behavioral data, along with programmatic advertising—already disrupted the industry and created the martech landscape we know today. Now, AI is an essential tool for marketers, but the real challenge is how brands harness it without compromising creative integrity or brand equity. For instance, one of the biggest concerns with genAI is that it might dilute creative quality or introduce brand risks if not carefully managed.

That said, when AI is paired with quality data—specifically creative data—it can boost marketing effectiveness while ensuring brand consistency. AI is here to enhance creativity, not replace it. By using detailed datasets, including creative insights, brands can train AI models to produce content that’s engaging and aligned with their brand identity, driving growth without losing control.

AI is also transforming how brands and agencies work together, disrupting the traditional agency model. Creative data and AI provide an opportunity for brands and agencies to work more collaboratively, using insights to reduce risks and make marketing decisions that are rooted in performance. The brands that embrace this shift—partnering with agencies in new ways and leveraging AI to enhance their strategies—will be the ones that thrive​.

Are there industry leaders or innovators you’d like to shout out to here and why?

1. Brian Wieser – I think Brian is one of the brightest analytical minds in the industry and always has a good pulse of where the industry is heading in terms of growth, development and demand – his views are my weather report in many ways.
2. Sorin Patillinet – I’ve been fortunate to work with Sorin in the past, and I think he’s emerged as one of the leading, practical and accessible voices in the space of applied marketing effectiveness at large scale company. If you want to see where theory meets practice as it relates to marketing effectiveness, Sorin is a good person follow.
3. Coca Cola – There’s a lot of experimentation with GenAI at marketers when looking at data from WFA benchmarks – but very few of them are intentional and public about it. We can all learn a lot from what TCCC is doing as a brand and enterprise. They’re open to the industry, transparent with consumers, and responsible with end users.

Marketing Technology News: Martech Meets Behavioral Economics: Applying Psychological Principles To Optimize Marketing Automation

Episode 227: Revenue Generation and RevTech Trends: with Latane Conant, CRO at 6sense

Why do consumers buy? Marketers think they know, but the reality is different.

95% of the consumer’s decisions are based on their subconscious thoughts and urges. Because humans are creatures of habits and instincts. Thus, they make decisions based on their gut feelings and as per their psychological biases. And that’s where behavioral economics play a big role.

In the following section, we will explore what behavioral economics is and how you can apply psychological principles to optimize marketing automation. Let’s start now.

What is behavioral economics?

Behavioral economics refers to an academic principle that studies how psychological factors affect purchase decisions in consumers. The overall idea of behavioral economics is to better understand the dynamics of decision-making and predict human behavior in certain decisions.

Principles of behavioral economics

Unlike traditional economics, which believes consumers to be rational beings, behavioral economics acknowledges that humans do behave irrationally. There are plenty of factors that affect the purchase decisions. Let us have a look at them here.

• Loss aversion

As per the concept of behavioral economics, humans may buy something when not buying it may incur losses. For example, not investing in mutual funds will not give you X% of returns, and hence, you can encourage your customers to buy mutual funds.

• Anchoring

Behavior economics hinges on one more concept, which is anchoring. Anchoring refers to a method where a point of information is considered an anchor point, from where the other pieces of information will follow. For example, revealing an assumed price tag of $900 for a product at first, then later continuing the information revealing the actual price, which is 50% less.

• Social proof

Humans are always looking for social proof for all the decisions they make in their lives. We are herd animals, and we make purchase decisions based on what other people are doing around us.

• Scarcity

The scarcity of resources forms the pillar of economics, and it plays an instrumental role in behavioral economics as well. By showing the scarcity of your products, you can make your customers value your offerings more. For example, Rado launches a new chronometer watch with a limited-edition design.

Marketing Technology News: MarTech Interview with Becca Toth, CMO @ Hyland

Convergence of behavioral economics with Martech

We discussed behavioral economics and what would be its implications in marketing, up to an extent. Let us tell you how you can integrate the same concepts in Martech and drive more conversions.

Identify your target audience.

Everything in marketing starts with identifying your target groups. You must understand who are your ideal buyers and why they behave the way they do. Gathering accurate data about your audience shall help understand their demographics, like income, their beliefs, and the things they care about. Additionally, you must think about why your audience fits your brand or a specific product your brand makes.

The tools will give you quantitative data, but you must add qualitative elements and find the why behind the data collected. Combining the power of martech tools and human creativity, you can define an ideal persona for your brand.

Picking the right behavioral economics principles

Behavioral economics bases its foundation on some pillars we talked about. But you may not need all of them to integrate behavioral economics into your martech strategy. You need to identify what principles will work for your target audience.

For instance, a brand like Rolex, which is not a brand that often gives discounts. The concept of anchoring will not work here. For such brands, social proof is a better principle to drive conversions.

Testing and measuring results

Irrespective of the behavioral economic principles you choose to adopt, it is essential to also experiment. As you reach this step, you will already know that human behavior and emotions are messy and highly volatile. Applying any or all of the principles may bring some negative consequences as well. So do not release behavioral changes to the actual audience until they have been tested and confirmed not to backfire.

Refine your strategy

Marketing is all about evolving and adapting to market changes and consumers’ preferences. When we talk about incorporating the principles of behavioral economics, remember that there is no pass or fail. You must continuously refine and improve your strategy because, with every new experiment, you will learn something.

Wrapping Up

Integrating behavioral economics in your martech can be a powerful strategy, but it should be used correctly to positively impact the bottom line of your business. The only trick to make the most of the behavioral principles is to understand your audience thoroughly. Furthermore, there is a moral responsibility to use these principles. Be ethical in whatever principle you choose and refrain yourself from deceiving your audience.

Marketing Technology News: How Modern Brands are Leveraging Martech to Create Immersive, AI-Driven Customer Experiences

The metaverse is creating new methods for brands to connect with digital audiences, igniting a surge of virtual-first experiences. By leveraging advanced marketing technology (martech), organizations are crafting engaging, AI-powered experiences that surpass conventional online tactics. This groundbreaking change incorporates virtual components with real-life interactions, offering customers seamless and tailored experiences.

Why Virtual Worlds Are Becoming Crucial for Martech Adoption?

Metaverse settings are transforming online interactions, providing fresh spaces for brands to explore interactive marketing initiatives. These vast digital environments promote innovative experimentation and enable marketers to engage audience attention.

• Immersive Brand Storytelling:

In digital realms, companies use martech to deliver interactive narratives that immerse customers in brand-related scenarios.

• Community Building:

Social features within these environments foster loyalty, as communities form around products and services that feel tangible, yet completely virtual.

• Limitless Scalability:

Metaverse experiences can be tailored for thousands of participants at once, enabling powerful brand visibility without typical real-world constraints.

Key Factors Behind the Shift to Online Immersive Platforms

Progressive brands understand that today’s consumers desire engaging experiences that go beyond traditional websites or applications. By focusing on virtual-first customer experiences, organizations maintain their competitiveness in a swiftly changing digital market.

• Enhanced Involvement:

A captivating setting draws focus more efficiently than written content or unchanging formats.

• Scalable Customization:

Sophisticated martech systems enable the real-time tailoring of experiences, ensuring that every user encounter offers are aligned with their preferences.

• Cost Efficiency:

Conventional experiential marketing frequently requires considerable physical logistics. Virtual events are economical, providing significant interactions without substantial expenses.

Key Technologies Redefining the Metaverse Experience

Several cutting-edge technologies form the backbone of metaverse initiatives. By integrating martech solutions with these tools, brands build cohesive environments that captivate audiences:

• AI:

Machine learning algorithms analyze user behavior, preferences, and interactions in real time to deliver highly targeted content.

• VR/AR:

Virtual Reality (VR) and Augmented Reality (AR) deepen immersion, letting customers explore products in three-dimensional digital spaces.

• Blockchain:

Secure ownership and transaction records support trust, enabling new business models around tokenized assets.

• NFTs:

Non-fungible tokens represent unique digital collectibles or product ownership proofs, connecting brand experiences with scarcity-driven demand.

Marketing Technology News: MarTech Interview with Becca Toth, CMO @ Hyland

The Power of Machine Learning for Tailoring User Experiences

Providing highly personalized experiences within the metaverse requires more than just superficial adjustments. It needs a complex network of data handling, forecasting analysis, and automated choices. AI-driven marketing technology systems analyze behavioral patterns to modify content, product suggestions, and virtual event invites.

As users explore these engaging environments, they get instant recommendations that align with their preferences. The outcome is a smooth, captivating space where patrons feel acknowledged and appreciated. This alignment of machine learning insights with virtual platforms boosts satisfaction and drives repeat interactions, strengthening a brand’s competitive advantage.

Data Collection and Customer Engagement Strategies in Immersive Worlds

The metaverse opens new pathways for collecting and interpreting customer data. Brands rely on martech to handle this information responsibly while enhancing user engagement.

• Real-Time Behavioral Monitoring:

Tracking movement and interactions provides insights into how customers react to various brand touchpoints.

• Interactive Feedback Channels:

In-world surveys, polls, and gamified feedback loops offer immediate perspectives on consumer preferences.

• Dynamic Content Adaptation:

Automated systems adjust messaging based on user actions, aligning offers with current interests.

• Cross-Channel Consistency:

Streamlined martech tools unify offline and online data, ensuring virtual interactions complement real-world campaigns.

Overcoming Privacy Concerns and Adoption Barriers

While metaverse marketing fascinates consumers, some obstacles arise. Privacy remains a major issue due to the extensive data gathered during online travels. Users seek guarantees that their sensitive data is secured, and transparency is essential for building their trust. Martech vendors need to create defined consent procedures and invest in solutions that prioritize privacy.

Ethical dilemmas also encompass the danger of developing excessively immersive experiences that could obscure the distinction between reality and virtual engagements. Furthermore, certain people might be reluctant to embrace modern technology for everyday shopping or social interactions. Brands ought to provide easy-to-use platforms and highlight advantages like convenience, personalization, and exclusive access to digital products or events.

Balancing Digital Immersion with Real-World Brand Experiences

Achieving the ideal equilibrium between online involvement and real-life connections will determine how brands succeed in the metaverse. Numerous consumers continue to appreciate physical experiences, thus integrating these elements is crucial for comprehensive marketing. Brands that can maintain a cohesive narrative across both physical and digital platforms are likely to achieve the best results.

Top organizations are currently testing hybrid campaigns that combine in-person events with digital features. This method guarantees that customers experience engaging adventures while remaining connected to reality. In the future, marketing technology will be essential for consolidating data, managing AI-driven personalization, and creating ethical frameworks that protect user interests.

Conclusion

Companies that want to stay ahead in this transformation should analyze existing success stories, invest in technology education, and partner with those who are leaders in digital innovation. By being open about how they use data and honoring user limits, brands can build trust and encourage lasting loyalty. In the end, the future of martech within the metaverse offers groundbreaking customer interactions, but this is only achievable for those willing to innovate thoughtfully and prioritize consumer welfare in their approach.

Marketing Technology News: From Metrics to Magic: How Martech Bridges Creativity and Analytics?