This Lotame study mostly promotes “data collaboration platforms,” which sound a lot like CDP but add third-party data and anonymous users. It also contains intriguing statistics on martech acquisition plans: 58% of respondents plan to buy a CDP, ranking it third behind marketing automation (64%) and digital experience platforms (60%). A much lower 19% plan to retire their current CDP, similar to the 18% figure for marketing automation.
SEO and digital marketing platform Semrush has acquired publisher Third Door Media, home of Search Engine Land and MarTech. Third Door Media’s properties, including its conferences, will continue to operate as standalone brands. Semrush is emphasizing TDM’s ability to provide educational content on search and other marketing.
Consumers expect good experiences and when they don’t get them they are likelier to decrease or cease spending with the brand (up six points YoY), based on a survey of over 20,000 consumers by experience management platform Qualtrics. They are also less likely to tell the brand about it (down five points). They are also unlikely to post about it on social media; indeed most just won’t tell anyone.
YouTube is not just a video platform, of course, it’s also a powerful search engine and it has begun testing a Google AI Overviews carousel that will appear in results for selected queries. Given the threat AI Overviews is perceived to pose to click-thru traffic in Google Search results, there’s a question about whether the YouTube initiative could depress click-thrus to brand and creator videos. Right now, the feature is only visible to a sub-set of U.S. premium users.