TMW #180 | Wednesday Martech Briefing
Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.
👋 Get TMW every Sunday
TMW is the fastest and easiest way to stay ahead of the Martech industry. Sign up to get TMW newsletters, along with a once-a-month complimentary Sunday Deep Dive. Learn more here.
Welcome to Rutger!
We have exciting news this week! First and foremost, we are very happy to announce that the amazing Rutger Katz has joined us at TMW to lead the UK and EU chapters of the Martech World Forum. To kick things off, Rutger will be working with us to drive our contributor strategy and lead our content for the Martech World Forum London!
Speaking of which, London contributor applications are now open!
Click HERE to read on to learn more about Rutger, why he’s joining TMW… … and why we call him the Martech wrecking ball.
Apply to speak and contribute to MWF London HERE
Synthetic research, SMS marketing gets a makeover, good night, Oracle Advertising
Here’s the week in Martech:
- Synthetic research: Interviewing AI personas instead of customers.
- SMS marketing gets a makeover: Apple and Meta are improving messaging.
- Good night, Oracle Advertising: The privacy movement catches up with Oracle.
- Everything else: Justice for the Adobe subscribers, retail media aggregation, 30-second ads at 30,000 feet, is seat-based pricing dead? and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
📰 Latest Developments
Synthetic research. If I told you that I could survey your customers with 95% accuracy in a fraction of the usual time and price, would you take me up on it? What if I told you that all those customers are AI-generated personas? This isn't an episode of Black Mirror; this is Martech reality. Evidenza, a New York-based startup, has launched its synthetic research platform, which uses LLMs to simulate the folks that a marketer might like to survey or interview to provide responses that the company claims are 95% accurate based on its testing. If that accuracy scales across industries, brands, and audience types, then synthetic research will be commonplace in the near future. Not only does it apply to B2C research, but it would provide particular value for B2B marketers who want to target very small niches for their research that may not be easily accessible via traditional research methods. Evidenza is pitching its platform as a faster, cheaper, and better way to do research, but like most AI-powered technologies, synthetic research will work well for certain use cases and not as well for others. It's impossible to replace the lived experience of customers, so it might not be best used to determine a Net Promoter Score, but synthetic research represents a logical extension of LLMs, using their predictive power to understand how customers might feel about potential changes in marketing – and even the product itself. Link
🔓 Continue reading with a free TMW PRO subscription
Get the entire Wednesday Martech Briefing and all of our newsletters every week with TMW PRO. It's the easiest and fastest way to make sure you're fully informed on how the marketing technology industry is evolving.
For a limited time, you can earn 12 months of TMW PRO Advantage for free. Qualified brand side practitioners who complete a short survey and 1-hour interview with our knowledge partner Alium will receive 12 months of TMW PRO Advantage (a US$499 value) for free. CLICK HERE to get started.
Here’s what some of our existing TMW PRO members have to say;
“TWM is a finger on the pulse of what's happening, with the clarity of insight to see the important patterns underneath the noise” – Scott Brinker (VP, Hubspot).
“I recommend TMW to all leaders who are customer-focused and transforming companies via digital technologies” – Kazuki Ohta (CEO, Treasure Data).
“I've subscribed to many Marketing newsletters, but TMW is at the top of my list with the most valuable content for marketing professionals" – Lilly Lou (Marketing Director, Icertis).
TMW PRO is an invaluable resource that’ll help you to truly transform and future-proof your career in Martech.
CLICK HERE to get 12 months of TMW PRO Advantage for free
CLICK HERE to purchase TMW PRO
Stay Curious,
Keanu Taylor
Make sense of marketing technology.
Sign up now to get TMW delivered to your inbox every Sunday & Wednesday evening plus an invite to the slack community.
Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.