Marketing Tech News
Marketing Tech News - Latest marketing technology news and insights
Do Behavioural Biometrics Solve the Fraud Problem, or Blur Brands’ Vision?
Lead fraud—automated bots, disposable emails, and human‑staffed farms—drains marketing budgets and sales capacity. Traditional static checks like email validation and IP tracking struggle to differentiate genuine prospects from fabricated ones. Behavioural biometrics, which monitor typing cadence, mouse movements, and form‑completion timing, offer a dynamic layer to flag non‑human or repetitive behaviour. Marketers adopting these signals see reduced waste spend, higher conversion rates, but must manage false positives and integration costs.
How to Unify Customer Data From Mobile Apps and Websites
Modern buyers switch between mobile apps and websites, creating data silos that obscure the true customer journey. Unifying these fragmented signals into a single, persistent profile enables real‑time personalization, accurate attribution, and streamlined privacy compliance. The article outlines three core...
McDonald’s Collectables Bring Customers Back
McDonald’s has launched a new promotion linked to the animated film “KPop Demon Hunters,” embedding collectible photo‑cards and QR‑enabled access cards in its meals. Customers scan the codes via the McDonald’s app to unlock exclusive digital content, creating a loop...
Container Security Now Central to Government Martech Stacks
Government marketing‑technology platforms are increasingly built on containerized infrastructure, making container security a core concern for public‑sector digital services. Over‑provisioned images and ineffective runtime scans expose agencies to heightened cyber risk, especially as sensitive citizen data flows through these systems....
DMWF Spotlight: Why Video-First Social Intelligence Is the New Standard for Authenticity
The article spotlights dig, a video‑first social‑intelligence platform that tackles the growing “reality gap” created by AI‑generated, synthetic content flooding social feeds. Traditional listening tools rely on text, missing tone, facial expression, and visual cues that drive true sentiment. dig...
Unilever Adjusts Marketing to Respond Faster to Consumer Trends
Unilever's chief growth and marketing officer Esi Eggleston Bracey unveiled the “Desire at Scale” strategy, aiming to fuse cultural insights, community signals, and commerce through AI‑enabled processes. The approach shifts marketing from pure ad optimization to a growth engine that...
Conversational Keywords as the Foundation of Generative Engine Optimisation
The article argues that generative engine optimisation (GEO) now hinges on conversational keywords rather than traditional, rigid terms. As users pose full‑sentence questions, AI‑driven search engines evaluate intent and context, making keyword stuffing ineffective. Voice‑assistant adoption—over $9 billion in market size...
Burberry’s Trench Coat Campaign Shows Luxury Marketing’s Shift to Social Platforms
Burberry’s latest trench‑coat campaign marks a decisive shift from traditional, season‑driven luxury advertising to a digital‑first approach. By tailoring assets for Instagram and TikTok, the brand can launch content in real time, reacting to viral moments and algorithmic boosts. The...
DMWF Spotlight: The New Rules of B2B: Gen Z, AI, and the Rise of Social-First Marketing
B2B marketing is undergoing a rapid transformation as Gen Z buyers demand transparent, peer‑validated experiences and AI amplifies strategic insight. These forces are pushing social media from a support role to the primary go‑to‑market engine, where credibility and real‑time influence shape...
DMWF Spotlight: Answer Engine Optimization (AEO): A Comprehensive Guide for 2026
Answer Engine Optimization (AEO) is emerging as a critical discipline that enables brands to appear within AI‑generated answers on platforms such as ChatGPT, Gemini, and voice assistants. Unlike traditional SEO, AEO focuses on concise, structured content and schema markup so...
Ford Campaign Shows Brands Testing Longer Streaming Ads
Ford is testing a micro‑docuseries on Apple TV that tells a multi‑episode story about its return to Formula One, using streaming ad slots instead of traditional 30‑second spots. The campaign places each short episode alongside race‑weekend coverage, highlighting engineers and power‑unit development....
Coca-Cola Expands AI Use in Marketing and Product Development
Coca‑Cola is scaling artificial intelligence from experimental projects to a core component of its marketing and product development operations. AI tools now analyze consumer behavior, generate and test creative assets, and inform flavor and packaging concepts such as the Y3000...
DMWF Spotlight: How Ecommerce Marketers Gain a Competitive Advantage – without More Complexity
E‑commerce marketers are confronting rising acquisition costs and a fragmented, multi‑device buyer journey that traditional search and social channels no longer dominate. Autonomous AI platforms now analyze live intent signals across the open internet, allowing brands to reach high‑intent shoppers...
DMWF Spotlight: Stop Personalising More. Start Thinking Better.
The article argues that CRM success isn’t driven by more personalization or automation, but by better judgment and restraint. Companies often assume that increasing messages boosts engagement, yet customers feel overwhelmed and ignore the noise. Atombit advises focusing on what...
Nestlé’s AI Push Brings New Marketing Tools Into Daily Workflows
Nestlé is embedding artificial intelligence across its marketing and sales functions by upgrading to SAP S/4HANA Cloud Private Edition, a platform now serving over 50,000 users in 112 countries. The rollout introduces SAP’s AI copilot, enabling automated insights and routine‑task...