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!
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.
What many marketers fear most about the end of third-party cookies is lost audience reach. Permutive, which assembles anonymized audiences from publishers’ first-party data, is addressing that (get it?) by adding its cohorts to the Xandr Marketplace. Barking up a neighboring tree, Disney announced it will make is own connected TV audiences available through integrations with LiveRamp and Experian audience identifiers.
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.