Persuasive technology is the deliberate design of digital systems to change human attitudes or behaviours without coercion. It works not through force but through architecture, defaults, timing, and friction, shaping decisions in ways most users never consciously register. And for marketers, understanding it is no longer optional. The term was coined by BJ Fogg at…
Neuromarketing techniques are methods that apply findings from brain science and behavioural psychology to marketing decisions, with the goal of understanding and influencing how people actually make purchasing choices rather than how they say they do. The discipline sits at the intersection of neuroscience, psychology, and commercial strategy, and while some of it gets oversold,…
The ad tech ecosystem is the network of platforms, tools, and intermediaries that sit between an advertiser’s budget and a publisher’s inventory. It includes demand-side platforms, supply-side platforms, data management platforms, ad exchanges, verification vendors, and a growing layer of identity and measurement infrastructure. Understanding how these pieces connect, and where value is actually created…
Scott Brinker has tracked the marketing technology landscape since 2011. His annual martech supergraphic, which catalogued roughly 150 solutions in its first edition, now maps more than 14,000. That number gets cited constantly, usually as evidence of either the richness of the modern marketing stack or the chaos of it. Both readings are correct. What…
Contentstack’s acquisition of Lytics is one of those moves that looks tactical on the surface and strategic underneath. On paper, a composable CMS buying a customer data platform sounds like a product expansion. In practice, it signals something more fundamental: the centre of gravity in martech is shifting from content delivery to data-driven personalisation, and…
Inbound marketing techniques are the tactics and systems that attract potential customers to your brand before they’ve raised their hand, converting passive interest into active pipeline over time. Done well, inbound reduces your dependence on paid acquisition, builds compounding commercial value, and creates the kind of audience relationship that performance media alone cannot manufacture. The…
Marketing technology spend is the budget allocated to software, platforms, and automation systems that support how a marketing team plans, executes, and measures its work. Most organisations get the spending part right and the outcomes part completely wrong. The problem is not how much companies spend on martech. It is what they expect in return,…
Voice of customer techniques are the methods marketers and product teams use to capture what customers actually think, feel, and want, rather than what internal teams assume they think, feel, and want. Done well, they replace gut instinct with grounded evidence and give commercial teams a defensible basis for decisions on positioning, product, messaging, and…
Adtech supply refers to the inventory side of programmatic advertising: the publishers, exchanges, supply-side platforms, and intermediaries that make ad space available for purchase. Understanding how that supply chain is structured, and what takes a cut at each layer, is one of the most commercially important things a media buyer can do. Most marketers have…
Marketing technology budgets are broken at most companies, not because marketers spend too much, but because they spend without a clear line between the tools they pay for and the outcomes those tools produce. The average marketing team now uses more software than it can meaningfully operate, and the bill keeps rising while the measurable…
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