Hamlet read words, words, words, but we have trends, trends, trends. Attribution is one popular topic, and brand performance agency Media Culture has offered its contribution by launching Abacus Multichannel Measurement Suite. The method to their madness is finding the long-term, incremental impact of cross-channel impressions.
Consumers agree there’s an empathy deficit: Salesforce reports that 73% expect companies to understand their unique needs but 56% say they’re treated as a number. Other tidbits: 88% say experience is as important as product or services; consumers are more comfortable sharing their data now than two years ago; and while 85% expect a consistent customer experience across departments, 60% say companies fail to deliver it. Download for more.
Marketers will be targeting their messages long after third party cookies have shuffled off this mortal coil. Vibrant Media will be there to help with solutions that are based on classifying page content but go beyond the usual contextual targeting to build audiences based on keywords people have searched for, and then target ads to the audience members wherever they appear.
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.