Social commerce has had a bumpy ride recently, as consumers show reluctance to order through social media platforms where access to customer service and returns is unclear. Snap Inc. is avoiding that issue with an integration that lets Snapchat ads point directly to BigCommerce online stores. Could be the way to do this.
Salesforce last week released the eighth edition of its State of Marketing Report. As usual, lots of interesting data. Particular highlights: fewer companies are going beyond the regulatory minimum to protect privacy (51% vs 61% last year); the number of average marketing data sources has grown to 15 from ten last year; and technology accounts for 15% of marketing budgets.
If you’re looking for something new to worry about, try “malvertising”, which is what happens when programmatic ads deliver malware. It’s something that clean.io protects against. Clean.io was just bought by cybersecurity firm HUMAN Security,
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.