Covid may have changed some things, but consumers worldwide are as cynical about brands as ever, according to the latest Havas Meaningful Brands report. Fewer than half (47%) see brands as trustworthy and 71% doubt brands will deliver on their promises. Despite this pessimism, 73% of consumers believe that brands should act for the good of society and 53% say they’d pay more for a brand that takes a stand.
Twilio Segment doesn’t have identity resolution news today, but they did just issue a report that shows why it’s important. As usual, consumers say they expect personalized experiences but also care about privacy and security. Business answers are less predictable: 85% are providing personalized experiences but just 24% say their omni-channel personalization investments are a success. (Another 59% say they’re “somewhat” successful.)
One way that brands show they’re responsible is by not advertising near inappropriate content. Ad quality platform Pixalate recently launched a Publisher Trust Index that reports on quality metrics including brand safety, fraudulent traffic, viewability, and other factors for top 100 mobile and connected TV apps. The ratings are based on proprietary algorithms, so they must be right.
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.