B2B data company Madison Logic has also made it easier for clients to access external data. They’ve recently exposed data and analytics from their ActivateABM marketing platform to CRM systems, where individual salespeople can see them.
It’s not your imagination: the online audience aggregators (Google, Facebook, Amazon, etc.) really are coming under unprecedented pressure. It’s not just lagging indicators like the New York Times finally noticing there’s a problem, Verto Analytics, which gathers behavior from measurement apps on consumer devices, found that Facebook time fell 32.7 hours per month in 2016 to 18.5 hours in 2017. Other social media services showed growth. Let’s face it: attention spans are short and people are not as obsessed with Facebook as they used to be.
One of the problems with taking humans out of the media buying process is that ad fraud and brand safety problems can go undetected. Programmatic ad platform RhythmOne reports it blocked just over one-third of all potential inventory due to fraud or performance concerns last June – September. Rates are similar with previous periods but better options are emerging: fraud is lower on mobile app inventory than desktops; private marketplaces offer higher quality options; and ads.txt is helping to prevent unauthorized selling by fraudsters.
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.