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Marketing in the Clouds Comes Down to Earth
With the top marketing cloud vendors pushing an open architecture message, making multiple acquisitions, and allowing independent solutions to be built natively on their platforms, the distinction between all-inclusive suites and customized stacks has never looked so hazy.
Launch Date: May 11
Far from being the dinosaur of brand marketing, direct mail is very much alive and well. Postal isn't going away anytime soon, and one of the best ways to develop a real relationship with customers is by putting marketing messages right in their hands. But that doesn't mean direct mail is untouched by digital disruption, from (near) real-time personalization of content to leveraging all that rich first-person data to support marketing efforts in other channels.
Sponsor Deadline: May 29
Launch Date: June 14
There's certainly no shortage of data these days, but how much of it clean and actionable? Are you buying lists packed with duplicate identities and out-of-date data on prospects no longer in market? Are you leveraging unstructured data — social own the road. And we don't just mean, if they bought some sneakers, maybe they'll buy another pair. We mean aggregating deterministic and probabilistic data to predict the customer journey with unprecedented accuracy and confidence.
Sponsor Deadline: August 30
Launch Date: September 14
In these times of the empowered consumer, traditional outbound marketing campaigns remain important — but they're not enough. B2C or B2B, prospects are now doing their own research, and relying on a wider range of inputs than ever before. A balanced customer acquisition strategy means wrangling social channels, engaging with advocates and influencers, and above all generating relevant content, at the right time and in the right place.
Sponsor Deadline: September 26
Launch Date: October 11
It's gone way past number-crunching. Innovative machine learning techniques — often working under the hood of cutting edge solutions — make it possible to understand not only what's resonating with customers now, but what they'll be looking for further data, images, videos — or ignoring it because it's just too messy? Quantity is a cinch: Quality needs to be top of your data wishlist.
Sponsor Deadline: October 26
Launch Date: November 9
Company of the Week
Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.
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