Have you been debating whether marketing operations should be centralized or decentralized? Neither have we, but it’s still interesting to learn that 59% of Marketo users told Perkuo their marops were centralized, 30% hybrid, and 5% decentralized. More here on most- and least-used capabilities and most common weaknesses. Is “marops” a thing? “Markops” would be cooler, since it sounds like “marketing cops”.
Not a bad idea…it’s just that people are so overwhelmed by persistent privacy threats, data breaches, and being at the mercy of companies so enormous its nearly impossible to enact enough regulation or penalty to effect change. We might benefit more from top down advice from the FTC and swift action.
There’s an entire genre of survey reports that compare how businesses and consumers see the same things. This one from West Monroe finds a typical disconnect, concluding that consumers care more about simplicity and less about personalization, recommendations, and new products than companies think they do. Privacy and security are the most common new digital investment (41%), edging out customer experience enhancement and customer data, both at 37%.
Email and mobile personalization platform Movable Ink has announced a new integration between its Da Vinci content personalization solution and Adobe Journey Optimizer. Joint customers will be able to develop content assets aimed at each individual email recipient and bring them into Adobe Journey Optimizer for deployment. This builds on an existing integration between Movable Ink Da Vinci and Adobe Campaign.