ClickZ MarTech Newsletter - 11.14.2024

Digital ads claim 80% of budgets; traditional media is losing ground fast.

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 6 minutes

Marketing Insights 💡

Oracle's exit from the ad business highlights the need for a new marketing approach. Embrace identity-powered systems over outdated cookie reliance. Prioritise privacy-compliant data partnerships and flexible data activation across platforms. This shift offers a chance to build a robust, future-ready marketing ecosystem. Let's seize this opportunity.

SUSTAINABILITY INSIGHTS
Tech's Role in Sustainability: A Missed Opportunity for Many Businesses

In a world where sustainability is the buzzword, it's a tad ironic that only 21% of organisations globally recognise technology's role in advancing their sustainability goals. The Kyndryl and Microsoft study reveals that while 84% of businesses prioritise sustainability, a mere fraction actually leverage technology to reduce their environmental footprint. It's like having a Swiss Army knife and only using the toothpick!

  • 38% of organisations have upped their sustainability game, yet only 19% fully utilise data for strategic planning.

  • AI is seen as a game-changer, but 62% limit its use to historical data analysis.

  • To truly make a difference, businesses must integrate technology into their core strategies, turning lofty goals into actionable plans.

Digital advertising dominates, with over 80% of ad spending in tech, retail, and consumer goods sectors. Traditional media lags, capturing only a small fraction. Marketers should strategically allocate budgets towards digital channels, as they account for 77.7% of US ad spending in 2024, totalling £302.77 billion.

Balancing proactive and reactive marketing is like juggling flaming torches—exciting, but potentially hazardous if you drop one! Proactive marketing is your crystal ball, helping you anticipate future trends and customer needs. It’s all about long-term goals, constant market research, and innovation. Think of it as your business's strategic compass, guiding you to become a market leader. On the flip side, reactive marketing is your quick-footed friend, responding to current market dynamics with agility and flexibility. It’s about seizing immediate opportunities and adapting to changes swiftly.

Proactive Marketing

Reactive Marketing

Future-focused, strategic, and preventive.

Short-term, adaptive, and opportunistic.

Success lies in blending both strategies to maintain a competitive edge and foster lasting customer relationships.

What’s New? 🔎

ViewLift has appointed Luke Boyle as Senior Vice President, Commercial, for the EMEA region, enhancing their growth strategy. With over 30 years of experience in digital streaming, Boyle's expertise will drive ViewLift's expansion, particularly in sports streaming, leveraging his past collaborations with major sports organisations.

VitalPBX is shaking up the communication world with its new AI integrations, and it's about time! These innovations are not just bells and whistles; they're game-changers. Imagine an AI Agent that learns from every call, reducing wait times and boosting customer satisfaction. Or voicemail transcription that sends messages straight to your inbox—no more listening to endless recordings. It's like having a personal assistant who never sleeps.

  • AI Agent: Handles calls efficiently, learns from interactions, and improves customer satisfaction.

  • Voicemail Transcription: Converts audio to text, enhancing accessibility and efficiency.

  • Call Recording Transcription: Offers sentiment analysis and training insights.

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