Nearly two-thirds (61%) of marketing software buyers have regretted a software purchase in the past twelve to eighteen months, according to this Capterra survey. Clear goals and stakeholder alignment are seen as the best way to avoid problems. Regret or not, marketing software is the second highest priority investment across all categories (28%), second only to IT security (32%).
Battered and bruised they may be, but Nielsen is still arguably the marketing measurement champ. They’ve just signed a deal to collect linear and connected TV Automatic Content Recognition (ACR) viewing data from LG Ad Solutions. LG clients will receive streaming measurement reports from Nielsen ONE Ads, the long-promised cross-media measurement solution that Nielsen began rolling globally out last week.
In another study of software buyers, G2 found marketing software ranked fourth (14%) in year-to-year growth in the number of products, behind AI (39%), design (17%), and human resources (14%). The fastest-growing marketing categories were surprisingly prosaic: the top three were QR code generators, content creation, and press release distribution. In total, G2 found 6,359 total marketing products, so 14% growth translates to net new 780 products.
Traffic to ecommerce websites fell 1% year-on-year while ecommerce app sessions rose 13%, according to Similarweb. Shopper experience still needs improvement: 41% of shoppers feel like strangers to their favorite retailers and only 20% see frequent personalization. Convenience is king: 55% say they’d pay more to find the right item without scrolling through several pages of results.