🎛️ YouTube to double down on Shorts in 2022

What is personalized marketing and how is it used today? [View in browser]( | [Share]() [Martech: Martech is Marketing]() Feb 14, 2022 Feb 14, 2022 Good morning, Marketer, and what about the consumer in the privacy debate? We devoted a lot of space last week to discussing privacy and the potentially huge impact on addressability if privacy really does become paramount for consumers and legislators. A lot of the talk was about the advertising industry, about brands and publishers, about ad tech. But let’s try being customer-centric for a change. What does the consumer want? The consumer wants access to lots of free (or very cheap) online content. The ability to continue to use critical services like email and online calendars, news outlets and — less critical, although you wouldn’t know it — social media, all without paying subscriptions. I also suspect (and you can test this by browsing incognito) that consumers like a relevant, personalized web experience. What they don’t want is to see the same ad in every channel every day. I don’t think the consumer gets all those privileges if digital marketing takes the kind of hit the IAB [has been raising alarms about](). And here’s an interesting twist. Most people think it’s okay to collect first-party data and use it for targeting. But if you’re collecting that data in different channels, from different devices and not doing any additional tracking, one consumer might look like five or six different consumers with the same interests. And boy are they going to see that same ad a lot. Kim DavisEditorial Director [YouTube to double down on Shorts in 2022]() YouTube's roadmap for this year includes enhancements to Shorts and more robust shopping experience features. [Read More]() [VHT’s Mindful app joins Genesys AppFoundry marketplace]() Service reps gain control over channel and timing to accommodate customer needs. [Read More]() [No, the customer isn’t always right—How to get the most from your CX data]() Brands can’t control consumer perception, but they can influence it through the intentional design and execution of their experiences. Success is found by striking a balance between the volatility of memory and the standards and processes proven to have the greatest impact on how consumers experience your brand. Use your data to get there with these four steps. [Read more]() [10 top retail sector video ads of 2021]() There are some reversible, pandemic-related wins but at least one trend that may be long-term. Think TikTok. [Read More]() [Bridge the gap between marketing and sales]() Sales Enablement Platforms bridge the gap between marketing and sales, helping marketers to enable sellers in giving customers digital experiences that are in line with their needs and interests. Gartner sees these platforms as becoming integral to the B2B sales cycle, predicting that, “by 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels.” This new MarTech guide examines the market for these tools with an eye toward the functionality that creates efficiencies and provides benefits for the marketing department. [Learn more!]() [What is personalized marketing and how is it used today?]() A marketers' guide to personlization and how these tactics can transform campaigns. [Read More]() [Discover game-changing martech tools & solutions... for FREE]() Join us at MarTech, online March 29-30, to explore dozens of time-saving marketing technologies that will help your organization reach a new level of success. [See what’s in store]() [Help us understand how marketing salaries and roles have changed: Take our survey]() The 2022 MarTech Salary and Career Survey will explore how compensation and marketing roles have changed during the pandemic. [Read More]() Shorts “To me, the argument for applying lower-cost, highly skilled marketing resources to provide leverage to constrained sales resources makes clear business sense. But without buy-in, the idea is going nowhere. So, I call on not only CMOs, but the entire C-suite. Let’s expand the mission of marketing across the entire breadth of the B2B customer relationship.” [Ruth Stevens](), President, eMarketing Strategy From Search Engine Land - [The benefits of dynamic rendering for SEO]() - [Google Ads issue results in missing conversions from data-driven attribution]() - [3 changes coming to Google Ads automated extensions]() - [Google ad label experiment makes it easier to distinguish paid results]() - [YouTube reveals 2022 roadmap for shopping features, Shorts and more]() Know someone who would like this newsletter as much as you? Copy this link to share the MarTech newsletter via email, social, or text: [() [Martech: Martech is Marketing]() Reach the MarTech community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by MarTech - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2022 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()