Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

Heather Fletcher is senior content editor with Target Marketing.

2019 is already looking like a year full of big changes for marketers. Some trends will continue, like brands taking stands on societal issues; advertisers wanting more metrics and accountability from Facebook and Google; and marketers wanting to ensure their digital ads don’t run next to offensive content. But marketers will face many new challenges in the new year, too.

This week on Tech Talk, Target Marketing spoke with Michael Ferranti, founder and CEO of BuyerGenomics, predictive marketing automation software that utilizes artificial intelligence to identify specific customer segments and automate marketing along the customer journey. Artificial intelligence is used throughout the whole program to identify opportunities and problems, solve those problems, and automate marketing sends and outreach.

This week on Tech Talk, Target Marketing spoke with Tyler Lessard, VP of marketing for Vidyard, a B2B online video hosting platform. Vidyard's Go Video feature allows marketers and salespeople to create personalized videos at scale and distribute them easily over email.

When marketers start direct mail campaigns, they might as well shout, “Show me the money!” That’s because the channel’s advocates say they will soon be seeing dollar signs, much like Cuba Gooding Jr.’s character in “Jerry Maguire.” Also, while Cameron Crowe didn’t pen the phrase “target, personalize, track,” those are the keys to direct mail conversions that read like the screenplay to effective marketing strategies in this channel.

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