These Martech Innovations Are Changing the Face of Marketing, Forbes Agency Council Members Say - Techfunnel
You are here

These Martech Innovations Are Changing the Face of Marketing, Forbes Agency Council Members Say

These Martech Innovations Are Changing the Face of Marketing, Forbes Agency Council Members Say

It’s no secret that marketing technologies such as email marketing, marketing automation, and artificial intelligence marketing are helping organizations strengthen their brands and better engage with customers. This blending of marketing and technology has come to be termed as martech. John Koetsier, mobile economist at Tune, a mobile analytics and performance marketing company, and a former journalist who covered the subject for years at publications including VentureBeat, said, “Every piece of technology a marketer uses to reach a potential customer is martech. Everything from an email marketing system like MailChimp to social media marketing platform like HootSuite.”

The rise of martech has been steady over the past few years. According to, the industry has seen an impressive 5,381 solutions this year. This number marks a 40% increase from last year and translates into an average organization using approximately 16 martech platforms on a regular basis.

Considering the boom that martech is experiencing right now, 15 Forbes Agency Council members recently shared their thoughts on the innovations that are currently changing the face of marketing. Highlights of what the members sounded off on are below:

Christina Baldassarre of Zebra Advertisement, Custom APIs

Custom application programming interfaces (APIs) enable brands to see marketing data in real time across all channels in one place.

Rebekah Iliff of AirPR, PR Tech

Now that we have the technology to measure the effectiveness of PR, more marketers are beginning to consider how PR tech can fold into their marketing technology stack and contribute to marketing goals.

Ahmad Kareh of Twistlab Marketing, Programmatic Advertising

Programmatic advertising doesn’t only streamline processes, it leads to more effective targeted campaigns.

Brendon Schrader of Antenna, Marketing Automation Platforms

The adoption and advancement of marketing automation platforms has significantly impacted the field of marketing.

Dan Golden of Be Found Online, Offline Tracking

Whether it’s LiveRamp, Google Store visits, Snapchat’s recent acquisition of Placed or the increased use of beacons, there’s a huge push to tie online activity to offline buying behavior.

Andy Etemadi of EYEMAGINE, Data Analysis

Data has been the biggest innovation in marketing tech. The technology available today analyzes and processes data efficiently, quickly and accurately.

Gil Eyal of HYPR!, Celebrity Endorsement Model Going Micro

Celebrity endorsements have always been part of our lives, but with the advent of social networks, it has become easy to identify influential people who speak to various audiences on a smaller scale.

Lisa Allocca of Red Javelin Communications, Conversational Interfaces

Chatbots enable companies to engage with prospects and customers using speech (natural language processing) in a seamless manner.

Ricardo Casas of Fahrenheit Marketing, The Science Of Automation

Marketing automation has reached staggering levels of intelligence gathering…When employed to its full potential, tracking data can easily be the most powerful means of conversion.

Stephen Rosa of (add)ventures, Social Media Artificial Intelligence

Mobile geotagging metadata and social media AI have significantly impacted marketing offering real-time, highly targeted market segmentation to reach the right user, at the right time, in the right place.

Jeff Grover of, Peer-To-Peer Marketing Outlets

Review sites and social networks have created a stronger relationship between customer and company that has improved customer experience and the quality of services and products.

Chris Cavanaugh of Freeman, Voice Agents

Voice agents like Alexa are wading into the field of marketing, and combined with natural language processing, there are some exciting possibilities.

David Shadpour of Social Native, Creative Optimization Tech

We’re moving into a world where all consumers will receive personalized advertising experiences that were created just for them based on their demographics and historic online behaviors.

Nolin LeChasseur of Brainrider, Account-Based Marketing

Account-based marketing tools are helping B2B marketers target pipeline marketing programs at buying groups instead of individuals, working in lockstep with the sales team.

Brett Farmiloe of Markitors, The Human Side Of Martech

…Martech innovations are providing marketers with “more” but it’s still up to humans to be the buffer between technology and reality.

For more, see the in-depth list at

Danita Evangeline
Danita Evangeline
Danita is a student, writer, and movie enthusiast. She enjoys food, reading, and traveling. She's currently a content writer and graphic designer for

Leave a Reply

Want to stay up-to-date with news and information from

Subscribe Now