This study from direct mail company PFL finds that multi-channel marketing is further along than you may have realized. Half the respondents reported they use four or more channels in a typical multichannel campaign; three-quarters use at least three. Lots of interesting detail on which channels work best for which audiences.
Predictive analytics are now built into everything including dog collars. But I guess it’s still newsworthy that Google Analytics will now predict which Web site visitors are likely to purchase and which are likely to not revisit. The predictions can create custom audiences that are then targeted in Google Ads. It’s all free so near as I can tell.
Facebook gets no sympathy because they make their own rules. But other publishers are also struggling against a tide of deceptive ads, political and otherwise. This GeoEdge survey found that 69% of publishers see a moderate or large number of deceptive ads each week and that 20% have lost viewers as a result of publishing them. Avoiding bad ads has its own risks: 49% said they inadvertently block non-deceptive ads often or very often.
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.