CDP Institute

Companies that do more personalization create less content, according to this WordPress VIP report.  That’s easy to believe, since personalization lets companies repurpose the same content rather than creating new pieces for each customer group.  Lots more here about content budgets, strategy, analytics, and planning.

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.

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!

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.

Sendinblue started as a small business email platform and has since expanded to more channels and bigger clients.  They just grew a bit further by purchasing Captain Wallet, which enables marketing through mobile wallets.  Both companies are French.

Search engines began some time ago to switch from listing relevant web links to providing answers within the search results. Generative AI like ChatGPT and Bard will hugely accelerate the transition. This opens new challenges opportunities for search engine optimization vendors. SEO platform Conductor just strengthened its ability to deal with whatever comes next by purchasing European-based competitor Searchmetrics.

Email is an even more venerable digital medium than web search, and ultimately even more vulnerable to change from AI. In addition to the obvious opportunities for machine-written email, there’s also the prospect of machine-empowered email fraud. South Africa-based Sendmarc just raised a $7 million Series A to help to ensure senders are who they claim.

Web3 is about as ill-defined as a concept can be, but you could still bet that someone would come up with marketing technology to exploit it. Sure enough, Sesame Labs just raised a $4.5 million seed round for a platform that will combine user profiles, segmentation, messaging, and rewards on Web3 platforms.