Marketers moving away from home-grown tools, hiring fresh teams for new martech

About 83% of marketers have upgraded or replaced at least one martech application in the past year, we found out in our Martech Replacement Survey.

The post Marketers moving away from home-grown tools, hiring fresh teams for new martech appeared first on Marketing Land.

As the marketing technology landscape and capabilities continue to evolve, organizations are on an ongoing quest to update and improve their technology stacks. In fact, the vast majority (83%) upgraded at least one martech application in the past year, according to our MarTech Replacement Survey 2020 published Monday.

To better understand the frequency and motivations behind organizational martech updates, we surveyed 398 digital marketers in October. Several interesting trends emerged.

Organizations are moving away from in-house solutions. In a striking find, many companies are migrating away from marketing technologies developed in-house. Respondents were nearly as likely to have upgraded or replaced a homegrown technology (49%) as a commercially available solution (51%), with many of those replacing homegrown tech moving to commercial applications.

The number one reason marketers said they shifted from in-house technology was that available SaaS software had better features, with 49% of those who switched to a commercial solution citing that as a reason.

This image has an empty alt attribute; its file name is MarTech-Survey-Upgrade-2-800x422.png

Nearly one in four said their homegrown system was being replaced because management decided their enterprise was “not a software company,” and nearly one in five because their homegrown system was too expensive to maintain.

New martech adds new people. Fear of job losses caused by machine learning and AI-based technologies may be unfounded — at least when it comes to the need for human oversight and management of marketing technologies.

With new martech features designed to increase efficiencies, a surprising 43% of respondents indicated that they hired a new team to support their new tools. One in four said they combined retraining existing staff with news hires, while another 25% said they retrained exclusively.

Martech replacement trends in 2020. The findings of this report hint at several trends we expect to see in the coming year. Organizations will continue to focus on maximizing the return on their marketing technology investments — whether through ongoing upgrades and new hires or retraining. Rather than a threat, new technologies present opportunities for marketers who keep their skills relevant and transferrable as technologies evolve and change.

As SaaS products improve — and natively support integrations with other solutions — it’s becoming harder to justify developing or maintaining homegrown applications. We can expect to see more acquisitions by martech vendors as well as integrations as providers aim to give marketing teams more comprehensive, one-stop-shop solutions.

To read more findings, insights and key takeaways for marketers, click here to download The MarTech 2020 Replacement Survey.

The post Marketers moving away from home-grown tools, hiring fresh teams for new martech appeared first on Marketing Land.

Experian’s new identity resolution service seeks to help marketers improve customer experience

The new solution, available via Experian’s MarketingConnect, connects digital and offline identities to help marketers better understand their customers.

The post Experian’s new identity resolution service seeks to help marketers improve customer experience appeared first on Marketing Land.

Experian has announced a new solution aimed to help marketers connect online and offline attributes and better understand their target audiences. The solution leverages machine-learning algorithms and probabilistic techniques to connect billions of identity signals and data elements, including Mobile Ad IDs (MAIDs) from a variety of internal and external sources.

Why we should care

Identity plays a crucial role in helping marketers understand who our customers are. The ever-changing technology landscape, however, creates challenges for marketers trying to analyze their customers’ activities. Experian’s solution will allow marketers to bridge gaps in identity resolution and bring together the appropriate data points to reach customers with relevant, timely campaigns.

“The combination of hundreds of digital and offline touchpoints, disjointed technology and data silos make it difficult for brands and agencies to gain a single customer view,” said Kevin Dean, Experian’s president and general manager of marketing services, North America. “Consumers need to be at the heart of every advertising campaign—and proper identity resolution is critical to accomplishing that objective. The ability to connect these data elements, with consideration to data privacy, opens the door for brands and agencies to create and deliver personalized messages that are timely and relevant to their audiences.”

More on the news

  • The new solution will be available via MarketingConnect, Experian’s identity resolution platform.
  • The MAID resolution capability was developed in collaboration with Experian Data Labs, Experian’s advanced analytics and development group.

The post Experian’s new identity resolution service seeks to help marketers improve customer experience appeared first on Marketing Land.

Acast Open launches to give brands an on-ramp to podcasting

The company is offering three different subscription levels, including a free “Starter” subscription.

The post Acast Open launches to give brands an on-ramp to podcasting appeared first on Marketing Land.

The podcasting platform Acast has launched Acast Open, making available its podcast production offerings to any brand or publisher wanting to start a podcast. Acast Open includes three subscription models — Starter, Influencer and Ace — that come with different levels of support and analytics.

Why we should care

Adobe Analytics reported that podcast app usage grew 60% over the past year. Not only does this translate to new advertising opportunities for brands — the increase in podcast popularity opens the door for any company or executive ready to take their content marketing to a new level via a branded podcast.

“Digital audio brings a new and untapped audience who are not reachable via traditional media,” says Sally Yu, director of research and insights for BBC Global News’ APAC division, during a recent event organized by BBC News and Campaign Asia, “It brings additive value to the traditional media reach.” Outside of music streaming, the top three forms of audio content consumed right now are music (67%), news (50%) and podcasts (37%), according to a study commissioned by BBC News that focused on the commercial opportunities of branded podcasts.

If your brand — or CEO — has value to add to a larger industry conversation, a branded podcast may be the piece of content marketing that sets you apart from your competition and helps you reach a whole new audience. Platforms like Acast and Spotify’s “create a podcast” app aim to make it easier for brands to join the ever-growing list of podcasters.

More on the news

  • Acast reports that any podcasts produced on its platform that appear to be attracting “a significant enough listenership” may be invited to join its premium network of podcast shows.
  • Acast’s current network includes a number of popular podcasts, such as “My Dad Wrote a Porno,” “Forever35,” and “Wahlgren & Wistam.”
  • Acast Open is the result of Acast’s acquisition of Pippa, a technology platform that provides hosting, analytics, and monetization capabilities for podcasters. Acast purchased Pippa in April.
  • The free Starter model includes a podcast RSS feed for distribution, basic analytics and a basic website for the podcast. The Influencer level is $14.99 a month and comes with advanced analytics and YouTube and Spotify support. Ace, the most expensive offering at $29.99 a month, is designed for companies in need of more advanced podcasting tools.

The post Acast Open launches to give brands an on-ramp to podcasting appeared first on Marketing Land.

Salesforce names Microsoft Azure as public cloud provider for Marketing Cloud

The expanded partnership between Salesforce and Microsoft also includes plans for new integrations to connect its Sales and Service clouds with Microsoft Teams.

The post Salesforce names Microsoft Azure as public cloud provider for Marketing Cloud appeared first on Marketing Land.

Microsoft and Salesforce have announced plans to expand their strategic partnership through the migration of Salesforce’s Marketing Cloud to Microsoft Azure. The move is anticipated to allow Salesforce to optimize Marketing Cloud performance to meet increasing customer demands.

In order to support their joint customers using Salesforce CRM and Microsoft Teams, Salesforce will also build new integrations for its Sales and Service clouds with Teams. The integrations will allow sales and service users to access Salesforce records directly in Teams, and is expected to go live in late 2020.

Why we should care

Moving Salesforce Marketing Cloud to Azure will allow the company’s customers to benefit from Azure’s infrastructure which will help brands manage data security, privacy and compliance requirements on a global scale.

The integration between the widely-used Salesforce CRM and Microsoft Teams can be expected to drive further collaboration across sales and service teams by increasing accessibility to data directly within the Teams app. Salesforce and Microsoft customers – like Marriott International – will be able to take advantage of improved collaboration and greater efficiency through the strategic partnership.

“Marriott has more than 7,200 properties spanning 134 countries and territories, so driving efficiency and collaboration is critical,” said Brian King, global officer, digital, distribution, revenue strategy and global sales, Marriott International. “The combination of Salesforce and Microsoft enables our teams to work better together to enhance the guest experience at every touchpoint.”

More on the news

  • By bringing its Marketing Cloud to Azure, Salesforce joins over 95% of Fortune 500 companies using the Azure infrastructure, which covers the most global regions of any cloud provider.
  • “In a world where every company is becoming a digital company, we want to enable every customer and partner to build experiences on our leading platform,” said Satya Nadella, CEO of Microsoft. “By bringing together the power of Azure and Microsoft Teams with Salesforce, our aim is to help businesses harness the power of Microsoft Cloud to better serve customers.”

The post Salesforce names Microsoft Azure as public cloud provider for Marketing Cloud appeared first on Marketing Land.

CPG marketing platform Quotient buys location data provider Ubimo

The deal continues Quotient’s evolution beyond its origins as Coupons.com

The post CPG marketing platform Quotient buys location data provider Ubimo appeared first on Marketing Land.

Quotient announced last week that it’s buying Ubimo, an Israeli location intelligence company. Ubimo translates location data and history into audience segmentation, activation and campaign attribution, connecting digital campaigns to in-store results.

DSP was the attraction. Quotient and Ubimo had worked together for several years, utilizing the latter’s data for Quotient customer campaigns. But the primary rationale behind the acquisition was Ubimo’s DSP, according to Jason Young is Quotient’s Chief Marketing & Media Officer.

Quotient intends to offer its CPG brand and agency clients a self-service DSP. “The acquisition will accelerate Quotient’s product development of a self-service platform, where marketers can plan, buy, and optimize media campaigns directly from an automated platform,” according to the Quotient’s press materials.

Coupons.com evolved. Quotient began life as Coupons.com in 1998, which it still owns and operates. In 2017, the company acquired mobile marketing company Crisp Media for roughly $53 million.

Quotient distributes digital coupons through its network, which includes Coupons.com and a wide range of retailers and grocery store properties. The company also makes programmatic media buys on behalf of customers.

Quotient influencer marketing campaigns (2019)

Through loyalty cards and point-of-sale (POS) redemption data, Quotient is able to deliver closed loop reporting as well. It also uses POS data for campaign targeting.

For retailers, Quotient offers a range of ad and media solutions. For example, it enables retailers to sell ad space on their sites and apps and distribute digital circulars on social media. It also operates an influencer marketing platform.

Utility of location data. Brands that don’t have access to coupon or loyalty card POS data, have increasingly used store visitation as an attribution metric. That’s one of the primary capabilities Ubimo offers its customers.

But Ubimo also uses location data, which can be combined with other data sets, to enable highly specific audience segmentation and targeting. Quotient will bring Ubimo’s technology into its platform and combine its own shopper data with Ubimo’s location data and analytics, which Quotient “expects to meaningfully improve campaign performance for customers.”

With Ubimo’s assets and customer relationships, Quotient intends to expand beyond its traditional CPG and retail customer/partner base and move into “adjacent markets, such as Out-of-Home.”

Why we should care. Quotient’s main reason for buying Ubimo was the company’s DSP. But from a larger market perspective, the deal shows the increasingly mainstream use of location intelligence, both for targeting and attribution. It also shows a growing recognition of the power of location data for merchants and brands — unless they sell exclusively online — to maximize targeting effectiveness and to demonstrate the real-world impact of digital campaigns.

The post CPG marketing platform Quotient buys location data provider Ubimo appeared first on Marketing Land.

Merkle report: Personalization gains wide adoption, but marketers can do better

While the right tools may be in place, marketers’ use of individual data sources for personalization is low.

The post Merkle report: Personalization gains wide adoption, but marketers can do better appeared first on Marketing Land.

Performance marketing agency Merkle has released the latest edition of its quarterly report, the Q4 2019 Customer Engagement Report (download required). The report addresses results from a Merkle survey of over 200 marketers from North American brands spanning across industries including retail, high-tech, financial, travel, media and entertainment, health and nonprofit.

The Q4 report explores the various data types marketers use to enable personalization, along with the emerging tools and tactics that drive ongoing marketing improvements. The survey found that while there is broad adoption of personalization across marketing organizations, there is plenty of room for growth.

Why we should care

The survey discovered that 86% of marketers have the budget, solutions and infrastructure in place to drive personalized customer experience across digital channels. Despite having all the right tools, respondents indicated that the use of individual data sources for personalization is low. According to Merkle, 70% of respondents reported that third-party customer demographics are used in email, 40% in digital media, and less than 30% on website.

Source: Merkle’s Q4 2019 Customer Engagement Report

Merkle also analyzed loyalty program tactics used by marketers. The study found that despite respondents indicating an increase in investments in loyalty platforms and emerging technologies, spend on loyalty program management, email marketing and operational resources have stayed the same or decreased. 81% of survey respondents reported they have a defined loyalty program in place.

Additionally, Merkle identified a gap between high-level reporting on data use and available and the use of specific data sources for loyalty programs. 62% of respondents indicated they have loyalty programs that are fully integrated with their CRM data, but are using less of the available data in loyalty efforts compared to wider marketing initiatives; 38% indicate using third-party demographic data to personalize loyalty programs compared to 86% in overall marketing efforts.

More on the news:

  • 60% of respondents reported that a majority of their revenue was driven by data-based triggers but only 28% of messaging is based on one-to-one behavior triggers.
  • Nearly 90% of marketers use personalization on at least one channel, but most have not adopted advanced tactics.

The post Merkle report: Personalization gains wide adoption, but marketers can do better appeared first on Marketing Land.

Lytics launches Salesforce Marketing Cloud integration for customer journeys

With the new integration, users can view customer insights and execute campaigns between Lytics and Salesforce Marketing Cloud.

The post Lytics launches Salesforce Marketing Cloud integration for customer journeys appeared first on Marketing Land.

Customer data platform (CDP) Lytics announced updates to its platform that will allow users to integrate customer journey execution with Salesforce Marketing Cloud (SFMC). Lytics’ campaign orchestration capabilities can now be used across a number of marketing technologies, including Facebook and SendGrid – in addition to the new SFMC integration.

The integration between Lytics’ CDP and SFMC is expected to allow marketers to import existing campaigns to build new experiences within the Orchestrate Journey canvas. The insights delivered from Lytics can then be used to inform more targeted campaigns and be sent to SFMC for delivery.

Why we should care

Delivering personalized, one-to-one marketing at scale is something we strive for as marketers. Our disparate martech environments tend to complicate this, and customer data platforms seek to address these complications by providing users with a single view of their customer data from the different tools they use. Marrying this data into a single view should help marketers extract new insights to further inform their campaigns.

“The best customer journeys are an open road,” said James McDermott, CEO of Lytics, “and for us, that means giving marketers the freedom to choose multiple paths by integrating with their existing marketing technology stack.”

More on the news

With the new Lytics and Salesforce Marketing Cloud integration, users can:

  • Export audience segments from Lytics into SFMC to continue the customer journey
  • Trigger new experiences in SFMC based on customer events (e.g., opened an email) captured in Lytics
  • Switch between Lytics and SFMC within the same customer journey to deliver a combination of channel and message.

The post Lytics launches Salesforce Marketing Cloud integration for customer journeys appeared first on Marketing Land.