Hi, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious.  There’s been a dreadful shortage of obvious news recently, so I’ll share some non-obvious information, which I call Jamie’s Believe It Or Not.  First: more companies plan to buy connected TV ads in 2021 (97%) than conventional “linear” ads (84%), according to this Innovid report.  You might also be surprised at how many channels marketers use: social media, display ads, mobile video, desktop video, and linear TV are all used by more than half the survey respondents.

Marketing, customer service, and sales leaders may all think it’s obvious that their own department is in charge of customer experience.  But they’d probably be surprised by this Bloomfire study which found other departments disagree: for example, 62% of marketers said marketing is in charge of CX but just 30% of people in other departments said the same.  Nearly half (45%) said half of their CX decisions are data driven, which may be obvious but is still rather sad.

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.