This Braze study offers insights into what customer engagement leaders are doing that others are not. The short answer is more of everything, including more messaging channels and more real time data. They probably collect more data too, although 80% of those surveyed said they feel they collect too much, which prevents them from using it effectively.
Brand safety is top of mind for…well, some people. But many of those people buy advertising. So iHeartMedia recently launched what it says is the first podcast brand safety tool, which will score every podcast in its catalog. Not one less thing to worry about, but maybe one thing to worry about less.
Here’s an unexpected result: this PwC study finds executives overestimate the weight that consumers place on good service: 25% of executives list it as a reason for loyalty compared with just 11% of consumers. On the other hand, consumers are more likely than executives to cite bad service as a reason for leaving (37% vs 26%). Executives also underestimate the importance of product and overestimate the impact of price. Much to ponder – including how well responses to surveys like these reflect actual behavior.
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.