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What is Programmatic Buying For PPC?

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what is programmatic buying for ppc

Advancements in the advertising industry have led to data-driven methods to promote and market your business.

One relevant example is programmatic advertising.

A study found programmatic ad spend will top $59.45 billion in 2019. By 2021, $81 billion of digital display ad spend will be conducted programmatically.

How can programmatic buying benefit your business? What does it even mean? This guide will share everything you need to know about this latest marketing trend and how to leverage it for your business.

What Is Programmatic Buying?

Previously, buying ads was a long and arduous process.

Advertisers were required to purchase impressions from publishers, negotiate terms for ad inventory, and send proposal requests to get their ads out into the world.

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This meant a lot of back and forth and follow-ups across multiple parties. It was costly in most cases and, worse, inefficient.

The rise of programmatic advertising has sped up the process. Advertisers can now leverage machine learning and artificial intelligence (AI) technologies to automate the ad buying process in real-time.

This graphic from PubMatic shows the difference between the different types of ad buying:

programmatic buying definition

So, how does programmatic buying work? Here’s an example to help you understand the process.

Let’s say you sell tech products, like an iPhone.

You opt for a PPC campaign to promote your products on Google. Your goal is to bid on advertising inventory to get your promotional content featured on Facebook, Google, or in a 30-second pre-roll video on YouTube.

In the programmatic buying process, cookies or anonymous data are sent to a demand-side platform where the ad-buying occurs. Data can help identify users who have visited your website, live in your geographic location, or are existing customers.

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This data could help you identify people who resemble your ideal target audience. In this case, it could be users who have read an article about the latest iPhone, visited the Apple website, or searched for iPhone reviews.

How to Get Your Ads Shown to High-Converting Users With These Attributes

Real-time bidding occurs between various advertisers who want to send an ad impression to the user. This entire process is automated and based on algorithms rather than human input—and it takes less than a few seconds.

The winner of the bid gets to show their ad to the website user.

Here’s to hoping website users will click the ad and convert!

In summary, programmatic buying lets advertisers identify their target market through behavioral insights rather than just keywords, bid on those users, and deliver the ad in the blink of an eye.

Advanced ad targeting capabilities means access to high-converting consumers who are more interested in the products or services you offer.

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Why You Should Use Programmatic Buying in Your PPC Campaigns

Programmatic buying lets your ads reach your ideal target audience at affordable price points.

Here are some statistics on the results of programmatic buying:

  • Programmatic advertising generated an astounding $129.1 billion in 2020 and is expected to reach 155 billion in 2021.
  • The data-driven characteristics of programmatic advertising have led buy-side decision-makers to choose this option. Nearly half (48 percent) believe data is the driving force behind their programmatic investments and strategies.
  • Fifty-two percent of publishers state they have sold more than 81 percent of their ads inventory.
  • Video is a leading driver in programmatic advertising. Fifty-four percent of agencies purchased more than 41 percent of their video inventory through programmatic advertising, compared to only 50 percent in 2019.
  • Sixty-eight percent of marketers have stated paid ads are “very important” to their marketing strategy.

These statistics prove programmatic advertising can bring a load of benefits! Here are a few more benefits to leveraging this ad-buying strategy.

Increase Reach

Programmatic buying is supported on numerous ad networks and marketing channels. It lets marketers access private marketplaces or get ad space from thousands of websites with the click of a button.

Since the entire process is automated, advertisers can scale their PPC campaigns with minimum effort while staying within their budget.

More Transparency

Publishers and advertisers can receive real-time information about ad placements and activity. More transparency guarantees every penny is well-spent while simultaneously improving ROAS (Return on Ad Spend).

Target Beyond CTR

A PPC campaign can lead to thousands of impressions and clicks. Yet, these numbers don’t matter if you aren’t generating conversions and increasing sales.

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With programmatic advertising, marketers can use advanced ad targeting features. Leveraging website behavior or demographic data lets advertisers reach their intended audience at scale.

Access to Data and Results

Programmatic exchanges provide real-time information on your ad performance. Once you get the insights, you can maximize results by investing in high-performing ads.

If you have subpar ads, then consider modifying them based on data from past campaigns. As long as you know what works and what doesn’t, you can optimize your campaigns and scale fast.

When Should I Use Programmatic Buying in PPC Campaigns?

Programmatic advertising looks promising, but it may not work for everyone. In this section, I’ll discuss when programmatic buying is a good fit.

How to Use Programmatic Buying in PPC Campaigns

  1. Move Beyond the Google Display Network

    If you’re a PPC marketer, you’ve probably used the Google Display Ad Network (GDN) to reach website users. Programmatic buying can help you make the most of it.

    Programmatic buying lets advertisers connect with 80+ additional inventory sources and get placements in sites that were previously inaccessible.

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    On top of this, you can reach premium inventory previously considered too small to warrant placement in the GDB or too expensive for direct buys. An example would be ad placements in popular websites like The Wall Street Journal, CNBC, Bloomberg, or Entrepreneur.

  2. Access to First-Party Data

    Marketing strategies often rely on big data to be effective.

    With modern analytical tools, we can easily monitor results and gather information about our customer base.

    Demand-side platforms (where ad buying takes place) can integrate first-party data. This includes data from your customers or audience.

    First-party data can include CRM, social, behavioral, and subscription data.

    As a result, advertisers can launch highly personalized and targeted campaigns. Similar to Facebook campaigns, they can build lookalike audiences that match the profiles of their existing target audience.

    Research-backed data also means you can create content more likely to resonate with your audience. You can also create effective campaigns to get new prospects down the sales funnel.

  3. Personalize Ads

    People are bombarded with ads 24/7 on their phones, in their email, while they watch television.

    Programmatic buying lets advertisers create ads using behavioral targeting and demographic data. Hence, they can connect with their target audience without being spammy or annoying.

    For example, the Intercontinental Hotel Group (IHG), which owns hotel chains like Holiday Inn, used programmatic advertising to compete with Booking.com and Expedia.

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    According to their data, consumers opted for their competitor sites because of the myth that they offered better prices. In reality, customers were charged between 15 percent and 30 percent more than the original price.

    The campaign did well because targeted users were more aware of the cost of booking from third-party sites.
    programmatic buying IHG

5 Programmatic Buying Software Options

At this stage, you’re probably wondering how to start with programmatic buying. Let’s take a look at some of the top programmatic buying software options to consider.

Simpli.fi

programmatic buying simpli.fi

Simpli.fi’s programmatic platform lets users efficiently buy targeted impressions or ad inventory from real-time advertising exchanges.

What makes it unique is it lets marketers leverage unstructured data instead of pre-made audience segments. Users can create highly targeted custom audiences based on CRM data, browsing behavior, search history, and geographic location.

You can also use insights to understand audience behavior, and optimize audiences in real-time. This is advantageous for businesses with a huge customer base and tons of data.

For seamless analytics, it has 60+ pre-built reports which lets users easily organize data from campaign results. They also have visualization tools to help you better understand data through graphs, charts, heat maps, and tables.

Adobe Advertising Cloud

programmatic buying adobe experience cloud

Adobe Advertising Cloud offers an independent platform for programmatic buying.

The demand-side platform can plan, optimize, and manage your ad campaigns.

AI pulls audience data so advertisers can launch a paid media strategy that fosters brand awareness. Content creators can also streamline content and build meaningful user experiences.

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Budget is a main concern when it comes to running PPC campaigns. With Adobe, users can use AI to analyze data and conduct performance optimization for cost-efficient spending.

AdRoll

programmatic buying adroll

AdRoll’s programmatic platform uses customer intelligence data to identify and target potential leads. It aggregates consumer purchasing behavior on your website so you can understand what works and predict audience reception.

With its powerful analytics capabilities, marketers can send relevant messages to prospects, leading to more engagement and conversions. You can also run omnichannel marketing campaigns and connect with your audience through email, social media, or web across multiple devices.

DoubleClick by Google

programmatic buying google marketing platform

DoubleClick is a programmatic ad platform that automates the ad buying process and effectively runs campaigns in real-time.

Here’s a look at some of its most notable features:

  • DoubleClick Digital Marketing Manager: Built-in intelligence to uncover significant marketing insights on trafficking and reporting. This lets advertisers make data-driven decisions and gain more control of their advertising spend.
  • DoubleClick Bid Manager: This tool helps agencies effectively purchase display media from different ad exchanges in a streamlined platform.
  • DoubleClick Search: Powerful search features provide real-time insights on KPIs and ad performance. Their Ad Data Hub leverages data from Google Ads or your own CRM system to improve your PPC campaigns. By diving into the details, you can make smart bidding decisions and run ads across multiple platforms.
  • DoubleClick Rich Media: Data dashboarding tools streamline information from Google Ads, Analytics, or spreadsheets. Their interactive dashboards also generate easy-to-understand reports so you can communicate results to teams and executives.
  • DoubleClick Studio: Workflow and production tools help marketing teams and media agencies create high-quality and compelling ads which delivers results.
  • Google Analytics: Google Analytics helps users aggregate data to create tailored lists, identify digital touchpoints, and create shareable reports. As you get more information about your company, you can better understand your target audience.

Rubicon Project

programmatic buying rubicon project

Rubicon Project has an automated advertising platform connecting media buyers and publishers from across the globe. Top brands use it to reach over a billion consumers.

The platform centralizes the traditional proposal process and deal negotiation. User-friendly tools and real-time performance analytics capabilities seamlessly consolidate the ad buying process.

Furthermore, insightful reports from their Prebid impression funnel data provide information on page load and impressions across websites and mobile apps.

Conclusion

Programmatic buying lets marketers leverage AI and big data to reach their target audience.

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Not only can you identify high-intent consumers, but you can also present ads at the right time and place to maximize results. The automated bidding process speeds up the process, so you can access premium ad inventory with minimal effort.

While it has a lot of benefits, it may not be a good fit for everyone. We highly recommend this solution for advertisers who have maximized the Google Display Ad Network (GDN) or have access to first-party data.

If you want to try it out for yourself, there are multiple platforms that can help you get started in an instant.

How will you use programmatic buying to power up your marketing?

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The Role of Enterprise Mobility Management in Modern Businesses

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The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.

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Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.

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Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail

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Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?

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AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.

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Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.

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Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.

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It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand

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Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

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Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952

Methodology

The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).

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