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Good morning, what’s so great about CDPs? 

It turns out – customer data platforms (CDP) are helping marketers solve some of the biggest challenges when it comes to streamlining data workflows and providing a single view of the customer. 

With increased expectations of the brands they buy from, customers are engaging across more devices than ever – and interacting in more fragmented ways. That’s where a CDP comes in handy, allowing marketers to orchestrate real-time personalized experiences across channels while adhering to complex privacy regulations. For a deeper dive into CDPs, including more analysis of the category and profiles of 23 different vendors, download our newly-updated buyer’s guide today

Speaking of martech, the demands and expectations of marketers are evolving at a record pace – and integrated tech stacks underpin much of those efforts. As technology continues to define what it means to be an effective marketer, Stephen McDonagh, director of digital & growth marketing at 1-800-Flowers.com, predicts that marketers will increasingly become a “hybrid of marketers, technologists and data analysts” as we progress into the next digital era. 

In his session at SMX Next last month, McDonagh discussed how emerging trends in data and technology are changing what it means to be an effective search marketer, alongside his 1-800-Flowers.com colleague Sara Resnick, senior director, enterprise community marketing, SEO & Social. Watch the full on-demand replay here

Have a great Monday!

Taylor Peterson,
Deputy Editor

 
 
 

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing.

Get it now »

 
Social Shorts
 

Would you pay for Twitter? TikTok’s self-serve ad program, and trouble.

Twitter is reportedly getting serious about a subscription-based platform, code-named Gryphon. The company posted a since-edited job listing on LinkedIn for a full-stack engineer to join the team “building a subscription platform.” 

Why we care. Many people have batted around the idea that Twitter go the subscription route. The company has struggled to find a strong foothold in advertising. Ad revenue was flat year-over-year in the first quarter of 2020. Subscriptions could offer alternative revenue streams and potentially new user, creator and publisher experiences. 

TikTok rolled out its self-serve ad platform globally last week along with a Back-to-Business ad credit program of $100 million for small businesses. The news for TikTok isn’t all good as it faces increasing scrutiny due to its ownership by the Chinese tech company ByteDance. On Friday, Amazon told employees to delete the TikTok app from phones on which they also access Amazon email, citing security concerns. The U.S. State Department has said it’s considering blocking it, and India has banned it along with other Chinese apps. 

Why we care. TikTok was the most downloaded app last quarter, according to AppAnnie, and is just beginning to scale its advertising business. Government and private company actions could jeopardize its growth and monetization efforts. 

More in social news…

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

YouTube is finally letting creators know exactly how they’re making money on YouTube – The Verge

Do brands need to think like tech companies to survive? – The Drum

Entrepreneurs Wanted: Apply Now for Walmart’s 7th Annual Open Call for US-Manufactured Products – Walmart

Amazon Asks Employees to Delete TikTok Over Security Risks – New York Times

Google to ban ads for secret spy apps known as stalkerware – CNET

Spotify, Pinterest, Tinder, and other iOS apps were crashing again due to a Facebook issue – The Verge