We haven’t written much here about the growth of TikTok as an advertising channel, but it’s a big story. One subplot has been more TikTok tools for advertisers. The latest twist is integration with Foursquare Attribution, which will enable marketers to measure the impact of TikTok ads on retail foot traffic.
Consumers are split almost evenly in their attitudes towards personalized marketing. Frontier Communications found that nearly half found targeted advertising annoying (46%) and invasive (36%) while a similar sized group find it useful (42%) and enjoyable (39%). Along the same lines, 28% said they’d pay $50 per month or more for ad-free social media while 27% wouldn’t pay a penny.
CDP mParticle is expanding its journey management capabilities with a new multi-step, multi-branch, cross-channel journey builder. New features include journey analytics to uncover optimal journeys, testing within campaign flows, and continuous synching of audiences with delivery tools across advertising, email, messaging and other channels.
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.