MarTech Today: Nanigans’ survey finds ‘broken’ retargeting, the story of data & breaking through interruptive marketing

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.

From MarTech Today:

• Nanigans, releasing a survey showing that retargeting is ‘broken,’ pitches its solution
  May 8, 2018 by Barry Levine
  Both consumers and marketers are unhappy with follow-up ads, but the Boston-based firm contends that better measurement and prediction are the answers.
• Registration for MarTech is open!
  May 8, 2018 by Scott Brinker
  Responsible for implementing marketing technology and operations that drive growth, profitability and extraordinary customer experiences? Then join us at The MarTech® Conference, October 1-3 in Boston. MarTech delivers a vendor-agnostic, graduate-level marketing, technology and management conference that will help you succeed in this software-powered marketing world. Connect with thousands of marketing technology experts who attend […]
• The story of data: How did we get here?
  May 8, 2018 by Robin Kurzer
  Consumer data has been collected since the beginning of commerce. What happened to make it so valuable?
• Two kinds of video ads help break through the dilemma of interruptive marketing
  May 8, 2018 by Barry Levine
  At an IAB breakfast last week, two firms presented documented examples of how marketers can avoid ad skipping and competition from second screens.

From Marketing Land:

• How dynamic creative will (finally) reach the tipping point
  May 8, 2018 by Joe Sabol
  Despite widespread agreement about the benefits of dynamic creative, it’s never really taken off in display. Contributor Joe Sabol explains why and how that’s about to change.
• Instagram rolls out new messaging features for business profiles, expands action buttons to more third-party apps
  May 8, 2018 by Amy Gesenhues
  Instagram has expanded its booking and payments feature so that users can make dinner reservations, buy tickets or book a service without leaving the app.
• What is ‘Integration Platform as a Service (iPaaS)?’ Learn everything you need to know
  May 8, 2018 by Digital Marketing Depot
  It’s no secret that marketing organizations have been overwhelmed by the volume of Big Data now residing in department silos throughout the enterprise. Increasingly, marketing leaders are responsible for purchasing and managing a growing ecosystem of martech applications that enable business users to collect, analyze and act on customer data.
• Link building is complicated: A rebuttal
  May 8, 2018 by Andrew Dennis
  Contributor Andrew Dennis (kinda) disagrees with a previously published SEL article and offers his view on why link building may be difficult.
  

From Around The Web:

• 10 Low-Cost Tools for Scaling a Micro-Influencer Marketing Campaign, Jeff Bullas

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.