GoDaddy buys content creation app Over, plans to integrate features into its product suite

Small businesses use Over to easily create digital content.

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GoDaddy announced on Wednesday it had acquired Over, a mobile app designed for SMBs and entrepreneurs that allows them to quickly create content for social media platforms, email and websites. The app’s capabilities will be integrated into GoDaddy’s Website + Marketing platform in the near future, according to a company spokesperson.

The app will also continue to offered as a standalone app, available via Apple’s App Store and Google Play, and the team will continue to develop new features for it.

Why we care

The Over app has gained popularity as an easy-to-use content creation tool — it has more than a million monthly active users with 220,000 projects created daily by SMBs. GoDaddy’s move to integrate the app’s features into the Website + Marketing product suite will expand GoDaddy’s capabilities. Depending on how GoDaddy integrates Over’s tech into its platform, “non-designers” most likely will be able to create content that can be used on their GoDaddy-built website, as well as their company’s social pages and in their email marketing efforts.

More on the news

  • The Over app includes a library of professionally designed, customizable templates, hand-curated videos, graphics and font collections and collaboration tools.
  • The entire Over team will join GoDaddy while remaining in their Cape Town offices. No financial details for the acquisition were disclosed.
  • Squarespace made a similar acquisition last October with its purchase of Unfold.

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New challenges ahead for attribution with the rise of intelligent tracking prevention

With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the coming year.

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Contributor and SMX speaker, Simon Poulton, is focusing on intelligent tracking prevention (ITP) in 2020 because he believes Safari is going to present the biggest obstacle facing digital marketers from a measurable point of view in the year ahead.

Below is the video transcript:

Hey, I’m Simon Poulton. I am the vice president of Digital Intelligence at WPromote, and today I’m gonna talk about some of my thoughts about 2020 and the road ahead.

I think one of the biggest trends that we’ve seen in 2019 is actually the increased focus on user privacy. Obviously, we’ve seen lots of technology, but we’re also seeing some legislation around this space. Particular things like CCPA, we know that’s going to come in very early.

But I think the biggest thing facing digital marketers from a measurable point of view is the way intelligent tracking prevention. ITP is going to impact the way that we can handle attribution. And the way that we think about just the ability to measure across Safari.

It doesn’t sound like a big deal to a lot of folks, but we think that we’re going to see about 30 to 40% of data being lost for Safari users in the future, which is going make it really hard as we think about the future of, you know, should this be in these platforms. Where do we go from here? It’s a very hard decision to make for a lot of marketers.

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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.

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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.

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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.

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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.

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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.

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