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At Marketing Live 2023 in Sydney, we gained valuable insights into the future of MarTech and marketing strategy. We learned about the increasing importance of customer data platforms (CDPs) for marketers and the challenges that come with using them. We also attended a live debate on navigating the complex MarTech landscape, highlighting the importance of vendors tying their solutions to commercial outcomes for their clients. Additionally, we found that there is a real need for education and understanding of attendees in the industry and businesses, particularly in skills such as data analysis and privacy law. Attending events like Marketing Live 2023 provides great opportunities for networking and creating serendipitous encounters with potential partners, clients, and mentors.
Apple's Mail Privacy Protection (MPP) feature has significantly impacted the email marketing industry, with only 9% of marketers reporting positive feelings about it. As a result, marketers have had to shift their focus away from open rate data and rely on other metrics, such as clickthrough rates and zero-party data, to measure the success of their campaigns. The use of Brand Indicators for Message Identification (BIMI) has also proven effective in increasing customer trust and driving engagement.
A recent study of nearly a billion emails opened by Litmus Email Analytics found that Apple email clients hold a market share of over 63%. Apple's latest iOS15 update includes a new Mail Privacy Protection (MPP) feature that minimises email marketing tracking.
