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SearchChat Podcast: Is Anonymous Information Really Anonymous?

In today’s podcast episode Steve Zakur and I respond to a recent article that criticized anonymous data, with the main critique being that it isn’t really anonymous. If you can grab the IP address and dig further to find identities, is that really anonymous personalization? Our answer: not really, but that isn’t what anonymous data really is. 

Marketing and MarTech: What’s your approach?

A few years ago, Scott Brinker and the Third Door Media team declared that MarTech is marketing. There is no difference between marketing technology like personalization and just plain marketing. It used to be you’d ask the question “Tell me about your martech stack.” That’s no longer the case today–it would even be perhaps a weird question. 

SearchChat Podcast: Cookies are Dead. Now What?

Time and time again we see that people are uncomfortable with the ways companies are using third party data. GDPR was just the beginning. The latest move representing the new wave is Google’s recent adoption of ITP. This podcast episode tackles the move from personal data into anonymous data through behavior-based personalization.

SearchChat Podcast: Gartner Predicts the Death of Personalization

Gartner’s prediction that personalization will be dead by 2025 was an attention grabbing headline. Irresponsible use of personal data continues to unnerve consumers. But if consumers increasingly expect companies to know them, how can personalization be dead? This podcast episode explores personal data and the possibilities for anonymous data.

How Heavy Industry Marketers Deliver Relevant Customer Experiences in a GDPR World

Improving Customer Engagement for Industrial Marketers

Marketers working in machinery, chemicals and other heavy industries have long been behind the digital curve. For many companies, digital hasn’t become part of your repertoire as quickly because of the complex distribution channels and analogue ways of engaging with clients. B2B, especially industrial marketers, have been lagging.

SearchChat Podcast: Google Is Evil

Google’s business model was built on a symbiotic relationship between companies who want their content to be seen, and Google rewarding them for quality content. To be fair, this was so Google could sell ads, but it worked out well for mostly all parties involved. 

That’s broken down. In this episode of SearchChat we talk about the failures of SEO, and how marketers must improve their conversions to make up for decreased organic traffic.

SearchChat Podcast: Marketers Succeed at What They Rehearse

On this episode of SearchChat, SoloSegment’s CEO, Steve Zakur and I talk about personalization and the lessons we’ve learned from working with clients. We talk about the data that you need to get started and lessons that you can learn about how to deliver on a personalization initiative from both musicians and the military.

Forget AI expertise. You need domain expertise to succeed.

At the heart of all great businesses are domain experts who are excellent at execution. Regardless of whether the business remains highly analog (increasingly rare in today’s marketplace) or is the latest emerging digital start-up domain expertise and execution wins over technology disruption alone.

SearchChat Podcast: Making Companies More Human with Mark Schaefer

In this week’s episode of SearchChat, we interview Mark Schaefer, co-host of Marketing Companion Podcast, on what it means to make companies more human. What does he reveal? That the needs and expectations of our customers are seriously far off from where companies think they are. 

When B2B Personalization is Too Hard to Implement

I had a conversation a while back with a large data company, discussing behavior-based personalization. The VP of Marketing heard me out for a few minutes, and then said “Woah, wait a minute. So it’s personalization? I already have that.”

So I said “Oh, how’s that going? What are you seeing?”

And he said, “Well, we haven’t turned it on yet.”