3 Startups Revolutionizing Marketing Technology

February 13, 2016

2:00 pm

For startups, brands and technologists the marketing ecosystem has become a vast and wild frontier with 2016 predicted to see it become both more crowded, yet also more powerful. On the one hand, advertising technology continues to evolve at a breakneck pace both for publishers and brands, but on the other it is one small piece of a much larger pie that has gone unnoticed until recently.

Closely following behind ad tech’s lead, marketing tech is beginning to steal the spotlight and doing so in a more comprehensive and multifaceted manner. While new innovators and platforms emerge daily, sifting through the clutter of tools is a herculean task filled with promise and pitfall. That said, those who are able to leverage smart, newfound platforms will be those who find their marketing automated, seamless and driving more ROI than ever imagined.

Forecasting the Future to Predict the Consumer: MentAd

For decades, marketing has relied on utilizing historical and hard-to-glean data in order to try and hit a moving target of shifting consumer interests, channels and mediums. The key word to repeat here is “Historical”. While hindsight is always 20/20, Foresight is what makes brand champions. MentAd is striving to help organizations become champions via their predictive marketing platform.

By utilizing intense sets of both internal customer driven data coupled with the power of Big Data across industries, their platform is allowing marketers to know their customers and prospects better than they know themselves while predicting exactly where and when they can be best targeted to achieve the best ROI and reduce their cost of acquisition.

While machine learning and data mining power the ability to establish consumer profiles and an acquisition channel ranking system, a further tool set allows the marketer to launch live advertising campaigns on the spot based on this information across multiple channels such as Facebook, Google and Twitter.  The best part is that no crystal ball or tarot cards are needed.

Content Marketing Is Not Just for Publishers: Kapost

Data continues to show that content truly is king for marketing— no matter where it is found and across all mediums. The yin to this marketing yang lies in the fact that content across the web is as oversaturated as the Pacific Ocean. Without an incredibly organized editorial team scheduling, targeting, distributing and analyzing a brand’s content, it will fall flat on its face. Which is exactly where KaPost comes in.

Kapost’s platform enables companies to manage their content marketing as a structured business process. Specialized to boost content marketing efforts for B2B organizations, Kapost offers an internal platform that helps streamline all content project across departments. The interactive solution allows users to keep organized in the content cycle of planning, execution, distribution and optimization. Content can be internally shared and edited by multiple hands before a finalized version is concluded. Marketers can distribute their content across all owned platforms.

Video Shall Rule the Day, but Creation Is Not Enough: Vidyard

We’ve all heard the song and dance that the majority of Internet usage is now moving to video. We’ve all heard how important it is that brands and marketers create videos that can compel audiences. What we don’t hear is how most brands have zero clue how to do this in a seamless way leverages a set of tools to vastly engage in more robust strategy. Enter Vidyard

This Canadian video marketing platform is finding new ways to derive information on viewer behavior for marketing automation systems and CRM. Sporting a fully equipped production crew, Vidyard brings intriguing and relevant products to the marketer’s table offering personalized video, live video and video hubs.

By using one central dashboard marketers can manage their online video presence by engaging viewers and generating leads. Users can also track attention spans, drop-off rates, viewing habits and identify which transactions/leads were influenced by their video content. This helps marketers figure out what works and what doesn’t work in their online video strategy. Based on measurable results companies can adjust accordingly and continuously improve their video marketing strategy. This is the future of video.

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David Jacoby is a media futurist and consultant to numerous fortune 1000 brands as well as startups. His primary area of consultation include marketing, sales and ecommerce technologies.

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