Content creation is a top pain point for many marketers. This Chief Marketer study for OneTrust finds it’s also the top martech investment category, presumably because companies are trying to do it more efficiently. Articles, videos, and reviews are the most effective content types, while influence marketing, images, and podcasts are the least effective.
Companies that do more personalization create less content, according to this WordPress VIP report. That’s easy to believe, since personalization lets companies repurpose the same content rather than creating new pieces for each customer group. Lots more here about content budgets, strategy, analytics, and planning.
When martech folk have nothing else to worry about, they fret about unused software licenses. This study from Nexthink adds fuel to that fire with data from six million customers across nine industries in twelve regions. Bottom line: just under half of all installed software and SaaS licenses went unused. Ay caramba!
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.