Good morning, and how are your ops today?

My old buddy Scott Brinker has been all about the ops at recently. He observes, correctly, that the “ops” suffix is enjoying unusual popularity. In addition to Marketing Ops, Ad Ops and DevOps, we now have Legal Ops, Content Ops, even People Ops. And there are those who advocate placing Marketing Ops, along with Sales and Customer Success Ops, under a single RevOps (revenue operations) umbrella.

This is a real thing in terms of nomenclature, but I’d caution that not all ops are structured identically. Take, for example, DevOps, the coming together of software developers with IT. DevOps isn’t supporting some higher level creative effort: it is what it is. On the other hand, Legal Ops is not the practice of law; it’s the operational layer which supports that practice. Ad ops isn’t about creating ads, but their distribution. And I can only hope that People Ops isn’t the whole of HR.

But what about Marketing Ops? Is it becoming increasingly identical with marketing? After all, we do say martech is marketing. Or are we witnessing a divergence between marketers and the ops which support them? That’s a question we’re asking ourselves with increasing urgency here at MarTech Today. We’d love to know what you think:

Kim Davis,
Editorial Director, MarTech Today


Finding value through negotiation with martech vendors

Many marketing teams are preparing to negotiate software contracts that expire on Dec. 31, or are already in the middle of doing so, and this in a climate where marketers are looking for quick wins, and vendors are more eager than ever to secure customer success and loyalty. How should martech purchase teams negotiate the best deals?

We spoke with Tony Byrne, founder of the technology analyst firm Real Story Group, which evaluates martech and CX technologies. “This is a good time to negotiate with large vendors like Adobe, Salesforce and Oracle, because they are trying to lock in multiyear large contracts to get capital before the end of the year,” said Byrne. “We advise our clients to negotiate hard and use a test-based selection method.” The test-based selection method not only allows marketers to test the product in the martech stack, but also the integration and support functions.

Byrne also advises marketing leaders to involve stakeholders in IT in the selection process, and to revisit existing RFPs for oversights or errors. “It is never too late to negotiate,” said Byrne. “At minimum you will not have an increase in rates; let the vendors make their profits off someone else.”

Read more here.


There's still time to register for "Consent Beyond Cookies --How You Can Authentically Build Audience Trust"

There’s a lot of talk about consent and cookies these days, and for good reason. Privacy expectations are expanding as browsers are moving away from third-party cookies. Capturing user consent is becoming increasingly important for marketers. In this 45-minute session, learn how to authentically build trust with your customers through a focus on transparency. We dive into where to capture user consent beyond cookies, including offline and in-person, and through web forms, email subscriptions, and opt-ins.

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New data report predicts best ad creative features for 2021

An AI platform that uses over 200 billion data points has predicted the best performing colors, copy, imagery and video for 2021 advertising campaigns. Pattern89, an AI marketing tech firm, has published its 2021 Creative Forecast that predicts the details of the highest-performing advertising content, including on Facebook and Instagram. 

The report also covers strategies to increase brand awareness and conversion, from copywriting to image costs in cost per click advertising. Ideal life cycles of advertisements across industries is also detailed in the report. 

Why we care.  One of the most interesting aspects of the report is the cost per click imagery trends. While televisions, spa environments, parks and suburbs have decreased in cost, yoga, cats and dancing — all favorites during quarantine — have increased in costs. 


Adapt your holiday e-commerce strategy to new consumer habits

Sponsored by Microsoft

We’re navigating uncharted waters during this year’s holiday retail season, as new shopping behaviors spurred by COVID precautions will make this a season unlike any other. At the onset of COVID, consumers shifted their buying of necessities and other retail items online due to store closures and safety concerns. According to eMarketer, U.S. e-commerce sales will reach $794.50 billion this year, up 32.4% year-over-year (YoY). And e-commerce sales will reach 14.4% of all US retail spending this year and 19.2% by 2024. Online shopping is so strong that it will more than offset the 3.2% decline in brick-and-mortar spending this year.

Your business might be off to a strong start or have gained momentum after Prime Day, and you’re now thinking of ways to build upon that to continue your winning streak and boost your sales in the coming months.  Microsoft Advertising is here to provide you with additional insights on how to advertise during this unprecedented retail holiday season.

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Permisio helps publishers engage with consumers in a post-cookie world

Quantcast, the AI-powered advertising, insights and metrics vendor, has launched Permisio, a solution aimed at helping publishers engage with consumers in a third-party cookie-free world. Part of Quantcast Choice, the consent management platform, Permisio combines transparency and privacy for consumers with authenticated identities for publishers.

When consumers visit a publisher site where Permisio is activated, they are asked to create an account using their email and to select their privacy preferences. When they re-visit the site, they will be able to access content without getting further pop-up privacy notifications. This works not because the consumer is served a cookie, but because their consent and preferences are saved to their Permisio account. Quantcast Choice recognizes those saved settings and sends a consent signal to the publisher. This does need the consumer to stay logged into Permisio.

Why we care. This is one of a number of innovations aimed at protecting consumer privacy while allowing publishers to ingest data consensually and engage with consumers.

Quote of the day

“2020 was like navigating a class five white water river release blindfolded and without a map. A good guide with leadership and communications prowess proven ever so valuable.  2021 may indeed be similar, but we’re more familiar with the river.” Robert Collins, Chief Communications Director, COLLINS.