Good morning, Marketers, and being a superspreader is a bad thing, right?

Cursory research suggests that “superspreader event” has been a term of art (or science) among epidemiologists since at least 2005. It’s now entered everyday language, of course, thanks to COVID, and the depressing spectacle of large numbers of people continuing to gather without masks or social distancing.

Which means it’s also now ready to hand as a metaphor, as in a New York Times article published yesterday afternoon which identified a number of usual suspects as “superspreaders” of falsehoods about the election on social media. It seems that some 25 “superspreaders” were responsible for almost 30% of social interactions around voter fraud misinformation.

Why marketers should care: imagine social media influencers for brands getting that kind of traction. Every brand should have a “superspreader”  — just maybe call them something else.

Kim Davis
Editorial Director, MarTech Today


HubSpot and Howard University partner for Center of Digital Business

Hubspot recently announced the launch of a Center of Digital Business that will be located within the Howard University Business School and is part of a five-year commitment that HubSpot is making to Howard University.

For well over 250 years, Howard University has been a premier institute of higher education within the Historically Black Colleges and University (HBCU) circuit. There are well over 100 HBCUs across the U.S., and they work with a wide range of corporate entities to develop mentoring and corporate personnel pipelines. Howard University’s relationship with HubSpot goes back to 2018.

“This is much more than a company writing a check,” said Andrew Lindsay, SVP of Corporate and Business Development at HubSpot, who is also an alumnus of Howard University. “At HubSpot we feel that it’s vital for leading businesses to play an active role in the development of the next generation of Black business leaders and this center is just one key component of our commitment.”

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MarTech Today Webinar: Why Identity is Key to Picking Up Pieces When Cookies Crumble

2020 is nearly complete. A year that brought unprecedented change has left marketers facing what could be an equally uncertain 2021. With additional challenges, such as the deprecation of the third-party cookie, marketers are now looking to future-proof their strategies with a renewed focus on consumer identity. Join this webinar and learn how to leverage 1st, 2nd, and 3rd-party data to focus on your organization’s future consumer identity data strategy and find new ways to maximize reach across channels and devices.

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Beyond the relaunch: Evolve your web strategy toward regular iteration

Sponsored by Pantheon

At a time when so many people’s interactions with businesses are conducted solely online, Josh Koenig, co-founder and head of product at WebOps platform Pantheon, urged his audience at the recent MarTech virtual event to step up to the challenge of delivering a great user experience.

“This is the primary, if not only, channel by which you’re going to be able to reach people, certainly you don’t want them to have a poor experience,” he said. “I think we’re going to see many, many more organizations really stepping up, taking this seriously and striving for excellence.”

What that means, according to Koenig, is being able to respond to changes in circumstances quickly, so that your digital communications are always as effective as they can be. That involves adopting a product-oriented approach to web development called WebOps.

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Repurposing an internal digital ad solution for client use

Digital Remedy, a digital marketing services provider, recently launched the AdReady+ self-service platform for digital advertising management, targeted to independent marketing agencies. Originally an unbranded internal tool, Digital Remedy repurposed their internal platform for external use in only 75 days to meet client demand. 

One thing which helped the turnaround was the availability of data. Digital Remedy’s past campaign history, outreach data, algorithms and metrics of success were all transferred from AdReady+’s previous life as an internal tool.

Digital Remedy was already in the planning processes of building a campaign management tool for external use by clients, but the sudden onslaught of new demands made producing a new platform a necessity. Making the platform self-service was also a requirement to ensure that the user experience was not slowed down by support requests or information silos. To ensure marketers are able to report the in-depth information required by the C-suite and company executives, AdReady+ offers charts and tables for reporting, including weekly performance, spend by media type, KPI by media type, upcoming campaigns and concluding campaigns.

Read more here.


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Wunderkind acquires SmarterHQ to enhance enterprise eCommerce resources

Performance marketing venor Wunderkind (formelry BounceX) has announced the acquisition of SmarterHQ, an enterprise e-commerce segmentation and orchestration engine. 

Wunderkind helps retailers deliver 1:1 messaging across email and SMS. SmarterHQ stitches together in-store, online and in-app data for execution across channels. This should allow granular audience segmentation for tailored messaging.

The initial integration will integrate SmarterHQ’s segmentation capabilities with Wunderkind’s SMS platform to deliver customized SMS services. 

Why we care. Scaling digital experiences fast is now table stakes for retailers, and this acquisition promises to add the personal touch to Wunderkind’s messaging.