Speaking of research: a survey by integrated marketing agency Rakuten found that 33% of consumers use an ad blocker and 45% will abandon a Web site because of a bad experience. Popups and preroll video ads were most annoying, while coupons and emails were most useful. Consumers want better ad personalization too. Worth a look.
Swrve loads data from mobile apps and uses it to drive messaging, run marketing campaigns, and feed other systems. It can import data from non-mobile sources, making it a proper Customer Data Platform, although that’s not its focus. The system can run email campaigns, which are delivered through integrations with marketing automation and email platforms. It has just enhanced its integration with Salesforce Marketing Cloud to allow greater personalization, launch customer journeys, use dynamic email templates, and more.
Few marketers will see TV as cutting edge. But even the 27% who see mobile as “the next big thing” are behind the times, according to search optimization vendor BrightEdge. It’s really a “post-mobile world” that will be dominated by technologies including voice search, artificial intelligence, and hyper-local targeting. There’s a lot of really interesting insight here, although BrightEdge hasn’t packaged it very conveniently. For another vision of the future, check out this post on the Customer Experience Matrix blog.
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.