Observed Signal · Jul 18, 2022 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Connected Marketing Essential in Digital-First World, Execs Say
The article explores the shift to connected marketing—an omnichannel approach that integrates all channels around the customer journey. Doron Gerstel, CEO of digital advertising provider Perion, argues connected marketing strategies must be consistent, transparent, and synergistic, recommending that CMOs conduct a 'fragmentation audit' of touchpoints and focus on first-party and zero-party data. Namrata Gupta, engagement director for digital customer experience at Capgemini Americas, emphasizes data-led marketing as a driver of sustainable growth, noting that AI and ML are now embedded in marketing technology stacks for insights, predictive modeling, and real-time optimization. Both executives link connected marketing to the upcoming deprecation of third-party cookies and rising privacy requirements, positioning it as a strategic necessity. The article also advises assessing marketing automation clouds (e.g., Salesforce, HubSpot, Braze) for interoperability with existing platforms.
Relevant MarTech thought-leadership commentary on connected marketing, first-party data, and cookie deprecation, but contains no specific industry event, product launch, or company announcement.
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Key Takeaways & Evidence Grounding
- Perion CEO Doron Gerstel defines connected marketing as consistent, transparent, and synergistic strategies aligned across all channels.
- Gerstel recommends CMOs conduct a 'fragmentation audit' of customer touchpoints and prioritize first-party and zero-party data.
- Capgemini Americas engagement director Namrata Gupta states most organizations struggle to be data-driven in marketing due to capability, talent, and access challenges.
- The article states the looming deprecation of cookies and focus on privacy make connected messaging more important.
- The article advises assessing marketing automation clouds such as Salesforce, HubSpot, and Braze for integration with existing platforms.
Connected Companies & Entities
5 Entities mapped“Doron Gerstel, CEO of Perion, a provider of digital advertising products and services, explained that connected marketing strategies must be...”
“Namrata Gupta, engagement director, digital customer experience at Capgemini Americas, explained that a connected marketing strategy enables...”
“Gerstel pointed out that there are numerous marketing automation clouds that can deliver connected marketing solutions — but advises they mu...”
“Gerstel pointed out that there are numerous marketing automation clouds that can deliver connected marketing solutions — but advises they mu...”
“Gerstel pointed out that there are numerous marketing automation clouds that can deliver connected marketing solutions — but advises they mu...”
Ontology Mapping & Concepts
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