Circling back to marketing issues, this Merkle survey finds that consumers express the usual conflict between liking personalized offers (86%) and suspecting that big tech data policies mostly benefit the tech companies themselves. Still, just 13% say they always reject cookies and 90% would provide more information in exchange for a positive brand experience.
This YouGov report doesn’t break out influencer media, but it does put social networks (36%) second behind only TV (50%) as a news source, roughly tied with newspaper websites (35%). Printed newspapers are far down the list (18%) although still just barely ahead of podcasts (16%). But podcast use is growing while the others are all coming down. (Pew Research shows higher podcast use but slower growth.)
Automated copy generation vendor Persado has launched new tools to tailor content to personal preferences, at the segment or individual level. They call their customer-level “Language Profiles” a “new form of first party data” but it’s not clear whether they’re asking customers about the copy they receive or simply observing what they respond to. If they were really good at this, they’d have known to show me the answer.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.