Good morning, where do you stand with your personalization efforts?

There’s a lot of excitement and conflicting predictions around personalization and ID resolution in the martech industry. Gartner recently predicted that 80% of marketers using personalization will stop those efforts in the next five years due to the overwhelming customer data management picture. 

“While it’s true that use of ad blockers and identity-cloaking technologies is up, the actions of browser and platform providers, legislator and regulators and industry groups like IAB are more likely to determine the fate of ID resolution than consumer awareness in my opinion,” said Gartner analyst Andrew Frank.

Some brands have found a groove with personalization that resonates well with customers, while others — despite growing investments in martech — are struggling to implement and execute full-scale personalization initiatives. So, where do you stand with your brand’s personalization efforts? If you have a compelling success (or horror) story that you want to share with the martech community, drop me a note: jcannon@thirddoormedia.com

We have much more for you below, including a Soapbox on the benefits to content creators of using PDFs. 

Jennifer Cannon,
Senior Editor 

 
 
 
Soapbox
 

What if I told you PDF’s biggest moment is yet to come?

This year the PDF celebrates 27 years of digital circulation, making it a digital relic. But looking at the traditional benefits in light of newer innovations, the PDF still offers an edge for content creators.

Let’s start with the basics: PDF is reliable. The format mimics a physical file, allowing users to store it in their digital file cabinet. This lends credibility and longevity to the content that a webpage simply cannot offer.

And while many point to SEO as the ultimate reason to ditch this format, PDF optimization is actually an untapped opportunity. Many marketers don’t realize that many of the same indexing rules apply to PDFs as they do to web pages – as long as they are opened in-browser.

Opening PDFs in-browser has become the new norm, offering new ways to target and measure using this format. There are ways to track who is reading, insert links, CTAs and all the other goodness we content marketers have come to know and love.

While it isn’t the right format for every type of content, PDFs are still a top choice for long-form evergreen content such as white papers, case studies and eBooks. We think it’s safe to say, they’ll be around for a while longer. 

Yonatan Snir is the CEO and co-founder of CliClap

 

 

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MarTech Minute
 

Thunderhead’s latest CX tools, Piano’s new DMP and Zoom in China

CUSTOMER JOURNEYS: The customer journey orchestration platform Thunderhead has released ThunderBay, a new suite of AI-powered journey-based capabilities. Why we care: The newly introduced tools are designed to help marketers analyze the customer journey at scale and implement activations at various touch-points across the customer experience. Source: Thunderhead

PIANO JOINS THE PARTY: Piano, a subscription data management and CX solutions provider, announced the launch of Piano Zero, a zero-party and first-party data management platform (DMP) that enables GDPR and CCPA compliance initiatives. Why we care: As privacy regulations continue to expand and consumers increase ad blocker usage, more marketers will be incorporating zero-party and first-party data tools into their ID resolution initiatives. Source: Piano.io

HELP FROM ZOOM: The video conferencing platform Zoom announced it is lifting meeting time-limits for its Basic (free) users in China, allowing meetings via the platform with more than two participants to go beyond the previous 40-minute limit. The move is part of the company’s response to the coronavirus public health emergency. Why we care: The extended meeting time will help China-based business teams impacted by the coronavirus. Zoom is also releasing information sessions and on-demand resources, and said it is monitoring its servers to ensure “maximum reliability” for users. Source: Zoom

 

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What we're reading
 

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

The First Steps to Take on Your Data Security Journey – CMS Wire

Coronavirus scare hits media, advertising industries – Axios

Funding for female founders increased in 2019—but only to 2.7% – Fortune

Chipotle CMO Chris Brandt Is Leading A Digital Transformation At The Once-Troubled Fast Casual Brand – Forbes

CMOs lose status as companies shift spending to technology – Marketing Dive

Amazon’s AI generates images of clothing to match text queries – VentureBeat

Apple to pay up to $500 million to settle U.S. lawsuit over slow iPhones – Yahoo! Finance

The Week in Tech: Coronavirus Disrupts the Industry – New York Times