🔊 Reasons why not to buy shiny new martech

Plus, Apple’s ‘nutrition labels’ for apps will begin appearing next week. Dec 08, 2020 Good morning, Marketer, and are you ready for 2021? Flying over the virtual transom yesterday, a new report from Canva and HubSpot, How Top Marketing Leaders are Adapting in 2021, based on a survey of over 500 marketers. The headlines from 2020 reflect the switch to digital (47% saw an increase in website traffic, 44% an increased need for design assets), and also the negative impact of COVID (67% observed productivity problems caused by workload and burn-out). How are these marketers getting ready for next year? Investments in content marketing and growth marketing (“no longer a niche”). Oh, and design (Canva has skin in that game, of course). Investments in martech too, especially with an eye on supporting remote collaboration: the benchmarks are good integration and ease of use. Finally, marketers are struggling with the remote environment. The main solutions they’re looking to are clarity on goals, a tool audit, and feedback. [There’s lots more in the report](. Kim DavisEditorial Director Martech Stack Reasons why not to buy a shiny new thing In some ways, 2020 has seemed an unpromising year to chase after shiny new technologies: lean and reliable, for many brands, have been the watchwords. Even so, there’s been interest in building the stack, especially in support of remote working and collaboration. But, says Western Governors University martech practitioner Steve Petersen, there are reasons to resist temptation. “FOMO is real. Shiny things have their boosters that make you wonder if you are missing out. However, there are many perfectly understandable reasons to not buy into the hype.” Among them, Petersen lists: - Security approvals; - Existing contracts; - Stakeholder buy-in; and - Integration challenges. And that’s not all. [Read more here](. Webinar: The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value If this year has taught us anything it’s that predicting customer behavior is not easy. In 2021, we predict marketers will focus both on growing revenue from within their customer base and meeting unprecedented customer expectations to build loyalty and increase lifetime value. Join our expert panel as they discuss 2021 predictions, why marketers are shifting their focus from new acquisition to customer loyalty, and the exciting role Customer Data Platforms can play. [Signup Today! »]( Social Short Facebook adds features for U.S. auto dealers U.S.-based auto dealerships have new [features]( to promote their businesses via their Facebook Pages. The updates include a new “Manage Inventory” tab on dealership Pages; a streamlined set-up process for automotive inventory ads; and a “Vehicles” tab for dealers to show their full inventory featured on their Pages for free. Why we care. Facebook is building out its features to bolster its appeal as a marketing vehicle (pardon the pun) for auto dealers. The updates reduce the friction involved in getting catalog inventory set up and managed and increase exposure for dealers’ inventory. Join us TODAY for actionable search marketing training SMX beings today at 11:00am ET… there’s still time to secure your spot! Register now to access 45+ sessions, empowering keynotes, community networking, and more — for just $249! [Secure your spot »]( How to unify your marketing to deliver the ideal buyer's journey [Sponsored by Integrate]( Oftentimes, when we visualize the perfect buyer’s journey, we’re looking at it from a marketer’s perspective, imagining what we’re trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn’t really care about your programs, your channels or what technologies you’re using, they’re just trying to get enough information to make a purchase decision. We recently spoke to Integrate CMO Deb Wolf about the perfect buyer’s journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation, Wolf shares specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today. [Find out more »]( Apple Apple’s ‘nutrition labels’ for apps will begin appearing next week First announced at Apple’s WWDC developer event this summer, these data-collection disclosures (‘privacy nutrition labels’) ask developers to self-report the categories of information collected by their apps. Developers will need to provide the required disclosures in App Store Connect. It will be mandatory for app updates and new app submissions. This represents Apple’s determination forcing greater transparency on the eco-system. Publishers will also need to report the data captured and transmitted to third party partners, which include “[analytics tools, advertising networks, third-party SDKs, or other external vendors whose code you’ve added to your app](.” Apple has identified multiple categories of data, the collection of which needs to be disclosed. These include, but are by no means limited to, contact/identity information, health and fitness information, location data, financial information, and any “sensitive info” (demographic data, opinions, sexual orientation, biometric data, etc.). [Read more here](. Identity Bridg CDP adds Infutor identity data Bridg, a CDP offering focused on brick and mortar retailers and CPG brands, will be ingesting consumer identity data from identity management and resolution platform Infutor. Bridg derives anonymous, privacy-safe profiles from POS transaction data and a proprietary survey of 250 million-plus U.S. consumers. The profiles are appended with purchase history, demographics, socioeconomic and predictive attributes. Infutor’s contribution will include hashed emails and mobile ad IDs to further help Bridg clients identify and understand their customers. Why we care. The kind of first-party data platforms like Infutor can add to consumer profiles will be increasingly important as brands and advertisers rely less on cookie-based tracking. Quote of the day “BLASTPHEMY. The act of asking MOPs to ‘blast’ an email to your database because ‘everyone could benefit from our product’. Peeps, your product does not benefit everyone. Read that again. If you think it does, you need to go back to the drawing board.” [Deborah Mayen](, MA Project Leader, Molex. [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe.]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA [Manage my preferences.]( © 2006-2020 Third Door Media. All Rights Reserved.