Good morning, {FirstName}, can you imagine marketing today without martech?

From the CRMs that house client data to the design software that powers creative to attribution and analytics tools that help you determine what’s working, martech has become central — and second nature — to everything we do. “If you think about it, the separation between the tech and the tactics has shrunk to the point where there might be no separation at all. You might even say martech is marketing,” writes our senior editor Jennifer Cannon.

Martech is what you make of it, however. Having the tools isn’t enough. Your teams across the organization need to be able to use them to execute on their strategies — and exceed customer expectations. 

Jen will be hosting a live Q&A with our MarTech Conference chair Scott Brinker on August 15th to discuss the trends, tactics and challenges of making martech deliver on its promises. Register now and get your questions ready. 

Two weeks ago, it was Facebook; now the FTC is levying fines on YouTube and Equifax as part of settlements with the two companies. YouTube’s fine — in the millions, not billions — comes out of an investigation into whether the company violated COPPA by collecting children’s data. Equifax may pay up to $700 million for its massive data security failure of 2017 as part of a settlement agreement. The fines are mere financial blips for these giants, but if the FTC sets its sites on smaller companies, “such penalties could be material,” says MarTech Today’s contributing editor Greg Sterling. 

Read on for your daily Pro Tip, a look at marketers on the move and more. 

Ginny Marvin

Pro Tip

Here’s why you need to market your OTT mobile app as an app

“Any company with an OTT mobile app – subscription services, cable operators, TV networks and everyone else – needs to aggressively market their app as an app,” implores Daniel Hurwitz of Penthera. “It’s not just a conduit for programming. It’s something that matters to the consumer and fits within their daily life. If the overall goal of a marketing department is to generate revenue, then OTT marketing departments need to expand their perspective to include the revenue that comes from deep viewer engagement and decreased churn. If marketing and product can work together on a cohesive marketing vision that touts programming and functionality, including features that separate the VOD service from the rest of the pack, then service providers will be able to increase their subscriber base and, in turn, their revenue.”

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On the Move

Leanplum names new President and ActiveCampaign hires a Director of Compliance and Deliverability

Kate Fitzgerald has been appointed president of Leanplum, a multi-channel engagement platform. Fitzgerald comes to Leanplum after serving as president of Americas sales for Marketo, and prior to that, group vice president of North American sales for Oracle Marketing Cloud and VP of worldwide sales for Salesforce Service Cloud. “Kate is a respected leader with deep business expertise and the ability to generate value and drive success at scale,” said Leanplum CEO Momchil Kyurchiev. 

Active Campaign has brought on Lori Vaughn as director of compliance and deliverability. Vaughn will be charged with helping improve deliverability for ActiveCampaign customers. “It’s rare to find a deliverability expert with such broad industry experience,” said CEO Jason VandeBoom, “I’m looking forward to seeing the new insights Lori brings to the team, making sure our customers have the highest deliverability in the industry.” Before joining Active Campaign, Vaughn spent time working on ESP and ISP platforms and deliverability for companies like Charter Communications, Oracle and Return Path. 

Rakuten announced it is aligning its family of Americas-based businesses under a new leadership team that will include Amit Patel as CEO and Adrienne Down Coulson as COO. “I’m delighted to welcome Amit Patel into his new role as leader of our growing presence in the Americas,” said CEO and chairman of Rakuten, Inc. Mickey Mikitani. Patel has been CEO of Rakuten Rewards since 2010 and will continue serving as its CEO. Coulson came on board to Rakuten Rewards in 2012 and was responsible for launching its Canadian business. Before joining Rakuten, Coulson served as VP of Operations for MacLaren MRM.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

OMB Pushes Government Agencies to Improve Customer Experience – CMS Wire

What it really means when Congress talks about regulating Big Tech – Fast Company

Details Matter: Little Data Trumps Big Data – Forbes

The early internet is breaking — meet the people saving it – Quartz

The Deceptive Arguments Amazon Uses to Shirk Responsibility for AI – Street Fight

IBM-Red Hat: Should developers worry we’re headed back to the 1990s? – VentureBeat

Ordering app Ritual pilots AdQuick’s performance-based OOH format – Marketing Dive