GetApp’s 2024 Advertising Preferences Survey highlights consumer mistrust in digital marketing but shows how data transparency and consumer control can restore confidence

As data privacy concerns grow, most global consumers now view companies as the primary custodians of their personal information. The latest findings from GetApp’s 2024 Advertising Preferences Survey reveal a significant shift in consumer sentiment, with a substantial number calling for accountability from brands. The survey, which analyzed nearly 6,000 responses globally, shows that 89% of US consumers believe deceptive marketing practices should incur hefty fines, reflecting a growing mistrust in corporate transparency and compliance.

Consumer Sentiment on Personalization

Personalizing outreach relies heavily on acquiring personal data, but the methods used to collect this information are increasingly under scrutiny.

• Consumer Distrust: Approximately 30% of US consumers express discomfort with companies tracking their online data for personalized advertising, a stark contrast to the global average of 19%. This highlights a growing aversion to data tracking, especially in states adopting stringent regulations like the California Privacy Rights Act (CPRA).
• Preference for Tailored Ads: Despite the discomfort, 73% of consumers prefer ads that are tailored to their interests over generic ones. This indicates a clear opportunity for marketers to enhance personalization efforts while addressing privacy concerns.

Impact of Misleading Marketing

The ramifications of misleading marketing tactics are profound, as consumer trust diminishes.

• Consumer Abandonment: 40% of US consumers have stopped doing business with brands that employ deceptive marketing practices, surpassing the global average of 33%. This trend underscores the need for businesses to cultivate trust through honesty.
• Willingness to Report: While 32% of global consumers would inform others about misleading marketing tactics, only 29% of Americans would do the same, indicating a potential gap in consumer advocacy.

Regulatory Compliance and Consumer Trust

Most US consumers are skeptical about companies adhering to marketing regulations, with 48% expressing doubt about compliance.

• Growing Resistance: David Jani, a marketing analyst at GetApp, notes, “American consumers are becoming resistant to practices that digital marketers have taken for granted.” Understanding the factors that lead consumers to report businesses is essential for avoiding detrimental practices.

Building Trust Through Transparency

To combat low consumer trust, businesses must act swiftly to shift perceptions.

• Demonstrate Data Transparency: Brands should adopt transparent data practices, showcasing their commitment to consumer privacy.
• Utilize Technology: Leveraging CRM software and marketing analytics tools can help businesses manage user data retention effectively and ensure compliance with regulations.
• Engage in Social Listening: Monitoring consumer sentiment through social listening tools can provide real-time insights, allowing brands to respond promptly to any emerging controversies.

In an era where consumer trust is paramount, brands must prioritize data privacy and transparency to maintain loyalty. As evidenced by GetApp’s survey, businesses that ignore these sentiments risk losing customers to deceptive marketing practices. By fostering trust through transparency and adhering to regulatory guidelines, companies can turn consumer perceptions around and create lasting relationships with their audiences.

Repli, the innovative force in multifamily marketing, proudly announces the appointment of Vance Exstrom as the new VP of Sales. With a remarkable history of exceeding sales targets and a vision that aligns seamlessly with Repli's goals, Vance is set to accelerate the growth of the MultiHub platform, reinforcing its status as the leading marketing solution in the multifamily sector.

Amplifying MultiHub's Market Domination

Vance’s arrival at Repli comes at a crucial time as the company aims to expand the adoption of the MultiHub platform, which includes cutting-edge offerings such as:

• Multifamily Websites
• SEO
• Digital Advertising
• Social Media Management

His mission is clear: to position MultiHub not just as another marketing tool, but as an all-in-one powerhouse driving online success for property management companies.

Corbin Wrights, CEO of Repli, expressed his enthusiasm: “Vance isn’t just a sales guru – he’s a strategic mastermind. His capacity to develop and execute effective go-to-market strategies is precisely what we need to propel MultiHub to new heights. We're not just aiming to be a great marketing platform; we're striving to become the undisputed champion of the industry.”

Crafting the Future of Multifamily Marketing

Vance’s extensive experience in the proptech sales arena has uniquely prepared him for this role. Having excelled at companies like Entrata, Flex, and Zego, he has consistently demonstrated an ability to drive growth and foster innovation. Now, he is eager to leverage this expertise to enhance MultiHub's offerings and empower customers to achieve unprecedented success.

Vance shared his excitement for the role: “Joining Repli feels like strapping a rocket to an already speeding train. The MultiHub platform is revolutionary, but we’re not stopping there. I aim to ensure that every new product we launch not only meets the market but also creates entirely new markets.”

Setting the Gold Standard in Customer Relationships

“In this industry, relationships are everything,” Vance emphasized. “We're not just selling a platform; we’re partnering with our clients to transform their businesses. My goal is to make Repli synonymous with unparalleled customer support and product knowledge. When our industry thinks of marketing success, I want Repli and MultiHub to be the first names that come to mind.”

Driving Towards Undisputed Leadership

With Vance steering the sales efforts, Repli is well-positioned to solidify its standing as the foremost marketing platform in the multifamily sector. His expertise in scaling sales operations and dedication to customer success aligns perfectly with Repli’s ambitious vision.

Wrights concluded, “Vance’s addition to our team isn’t just a win – it’s a game-changer. His leadership will be pivotal in driving MultiHub’s growth, expanding our product offerings, and solidifying our position as the go-to marketing solution in the multifamily space. We’re not just aiming for the top; we’re redefining what the top looks like.”

With Vance Exstrom at the helm of sales, Repli is set to revolutionize multifamily marketing through the MultiHub platform. His commitment to customer relationships, innovation, and market leadership will not only enhance the platform's offerings but also empower property management companies to achieve extraordinary results.

As Brand Metrics’ CTV (Connected TV) measurement solutions continue to enjoy good traction in the marketplace, the global ad tech company has announced the addition of Alysha Dino to its rapidly expanding team.

Brand Metrics, a leading global ad tech company, has announced a key leadership addition as it continues to expand its connected TV (CTV) measurement solutions. Alysha Dino, a seasoned technology sales leader, has joined the team as VP of CTV & Enterprise Sales, bringing her extensive experience to support Brand Metrics’ growth in the CTV space.

Key Leadership Appointment and Experience

• Alysha Dino's Background: With two decades of technology sales experience, Alysha has spent the last 10 years focused on CTV.
• Past Roles:
  • Worked for AOL during its acquisition by Verizon and the subsequent purchase of Yahoo.
  • Transitioned to startup roles in ad tech, building products for connected TV.
  • Most recently, served as Global Publisher Partnerships Director for Publica, a CTV ad server owned by Integral Ad Science (IAS).
• Publica's Achievements: Publica was the first CTV ad server to introduce a unified auction process for streaming publishers, solidifying its leadership in the space.

Role at Brand Metrics

• Alysha will work with Robby Kraai, Brand Metrics' Head of CTV, to develop innovative solutions.
• The focus will be on enhancing Brand Metrics' measurement products, providing industry-leading insights to CTV customers.
• Her expertise will help customers understand the effectiveness of campaigns on their platforms.

Key Comments from Leadership

• Alysha Dino: Expressed excitement about joining Brand Metrics, emphasizing the value of providing real user insights to drive revenue and improve user experience in the CTV ecosystem.
• Elwin Gastelaars, CRO of Brand Metrics: Welcomed Alysha to the team, noting her strong background in CTV from her time at Publica/IAS. He emphasized the importance of her addition for global CTV growth and product development.

The addition of Alysha Dino marks a significant step in Brand Metrics' growth strategy, positioning the company to further enhance its CTV measurement offerings and strengthen its leadership in the ad tech industry. With Alysha’s expertise, Brand Metrics is well-placed to deliver cutting-edge solutions that provide actionable insights for CTV advertisers.

UserTesting, a leading SaaS provider in experience research and insights, has appointed Baran Erkel as Chief Strategy Officer. With over two decades of expertise in corporate strategy, mergers and acquisitions (M&A), and strategic partnerships, Erkel is set to guide the company’s growth and innovation trajectory.

Baran Erkel’s Role and Strategic Focus

• Chief Strategy Officer Responsibilities:
  • Shaping UserTesting’s long-term strategy.
  • Leading the development and execution of initiatives that drive market expansion and accelerate innovation.
  • Focusing on acquisitions and strategic partnerships to strengthen market positioning.
• Key Leadership Priorities:
  • Identifying and pursuing growth opportunities through M&A.
  • Enhancing UserTesting’s role as a leading human insight platform for improving customer experiences.

Leadership Experience

• Previous Role: Senior Vice President of Corporate Development and Strategy at Nintex.
  • Led the execution and integration of five acquisitions crucial to Nintex’s success.
  • Built strategic relationships with key partners and contributed to investor relations.
• Other Key Roles:
  • Held leadership positions at Citrix in corporate development.
  • Began his career in technology and management consulting at Accenture.
• Educational Background:
  • B.S. in Computer Science and M.S. in Computer Networks from North Carolina State University.

Leadership Endorsements

• Eric Johnson, CEO of UserTesting: Welcomed Baran Erkel to the team, emphasizing the importance of his expertise in corporate development, particularly his successful track record in acquisitions and partnerships.

• Baran Erkel: Expressed enthusiasm for joining UserTesting, highlighting his focus on both organic and inorganic growth. He looks forward to driving strategic initiatives that will propel the company toward continued success.

The appointment of Baran Erkel as Chief Strategy Officer underscores UserTesting’s commitment to accelerating growth through strategic acquisitions and partnerships. With Erkel’s leadership, the company is poised to strengthen its market presence and drive innovation in the experience research space.

Captello, a leader in event engagement solutions, announces Aaron Karpaty as Senior Director of Strategic Growth. With over 20 years in the tech industry, Aaron brings a wealth of experience in sales and business development, having driven growth at companies like Jifflenow and Tech Events.

Captello, a leader in event engagement and lead capture solutions, has appointed Aaron Karpaty as Senior Director of Strategic Growth. Aaron brings over 20 years of experience in the tech industry, with expertise in sales, business development, and strategic partnerships. His leadership is set to drive Captello’s continued growth and innovation.

Aaron Karpaty’s Career Journey

• Early Career:
  • Began his career in 1999, focusing on hardware, test-repair, and supply chain management, particularly supporting HP products.
  • Built a business from scratch, reaching $10 million in revenue, which was later acquired by Cokeva.
• Tech Events Role:
  • Joined Tech Events in 2003, where he developed software for managing demo assets for events and trade shows.
  • Gained hands-on experience as a "road warrior," acquiring deep insights into the event industry.

Leadership Success at Jifflenow

• Joined Jifflenow in 2013 as employee number five, recognizing the startup’s potential.
• As the first dedicated sales professional, Aaron secured 30 new clients in his first year and doubled the company’s revenue.
• Led the expansion of the sales team and contributed to Jifflenow’s growth, which led to its acquisition by Cvent in 2023.

Vision for Captello’s Growth

• Ryan Schefke, CEO of Captello, expressed excitement about Aaron’s appointment, emphasizing his track record of driving growth and building client relationships.
• Aaron Karpaty shared his enthusiasm for joining Captello, praising the team’s dedication to event technology solutions and expressing his eagerness to contribute to the company’s vision of growth.

Aaron Karpaty’s appointment as Senior Director of Strategic Growth marks a pivotal moment for Captello. With his proven expertise in driving business success and deep understanding of the event technology landscape, Aaron is well-positioned to help Captello revolutionize revenue generation through event solutions.

Mobile shopping, accounting for 62% of all purchases, is driving growth of SMS and Email marketing with over 200 brands using Attentive for tailored customer communications

Attentive, an AI-powered mobile marketing platform, has achieved remarkable success in Australia, reporting 125% revenue growth and onboarding more than 200 brands. This surge highlights the growing demand for unified SMS and email marketing solutions that leverage AI-driven personalisation to improve customer retention and increase revenue.

Key Achievements in the Australian Market

• Revenue Growth: 125% revenue growth since entering the Australian market in 2023.

• Brand Adoption: Over 200 brands using Attentive's platform regionally.

• Market Opportunity: As ecommerce in Australia expands, the demand for personalised, one-to-one marketing experiences continues to grow.

• Zach Hotchkiss, Regional VP of APAC, on Market Growth:

  • Highlighted how Attentive’s AI tools empower marketers to gain a competitive edge by delivering highly personalised and interactive SMS marketing experiences.

Customer Testimonials and Success Stories

• July’s EOFY Campaign Success:
  • Achieved an 8.6% overall conversion rate with segmented, personalised SMS campaigns.
  • The high-intent shopper segment reached a conversion rate of 16.9%.
• Hey Bud’s Improved Revenue:
  • Attentive's FOMO campaign targeting recent purchasers resulted in a 36% revenue increase compared to previous SMS providers.
• Designstuff’s Conversational Approach:
  • Leveraged SMS to engage customers in a friendly, conversational way, with plans to explore more personalised AI-powered tools.
• Lounge Lovers' ROI:
  • Attentive’s SMS program generated 700 sofa sales during the EOFY sales, resulting in a 55x ROI over the past year.

AI Innovations and Multi-Product Offerings

• Unified Platform:
  • Brands in Australia can consolidate their SMS and email into a unified, cross-channel platform using Attentive’s AI-driven tools.
• Real-Time Personalisation:
  • Attentive’s AI builds a rich identity graph using real-time data to provide deep insights, enabling brands to deliver timely, personalised engagement.
• AI-Powered Automation:
  • Attentive AI automates audience, content, timing, and message delivery, creating a bespoke shopping journey for each subscriber.
  • Brands see an average revenue lift of 124% through this highly personalised marketing lifecycle.

Attentive's strong performance in Australia, powered by its unified cross-channel marketing platform and AI-driven personalisation, is setting a new standard in customer engagement. With its robust tools and successful customer outcomes, Attentive is helping brands create unique, real-time interactions that drive measurable growth.

The newly launched product of Mango Animate, Mango AI, featuring AI talking avatars with natural facial expressions and synchronized lip movements, opens up a new way to illustrate video information dynamically.

Mango AI, developed by Mango Animate, is an advanced AI video generator that enables users to create professional-looking AI videos from text in minutes. With lifelike AI talking avatars and natural-sounding voiceovers, the platform is designed for users of all skill levels, simplifying video creation for purposes like education, marketing, and sales.

Key Features of Mango AI

• AI-Powered Video Creation:

  • Users can generate videos simply by inputting text scripts, which are then transformed into engaging AI videos.
  • Videos include lifelike AI talking avatars with natural facial movements like blinking, head tilts, and lip-syncing, ensuring a human-like appearance.

• Diverse Video Types:

  • Mango AI offers options like text to animation, talking head videos, talking photo, and text & image to video.
  • Users can choose from a range of AI avatars spanning different genders, ages, and ethnicities, and even select cartoon avatars for kid-friendly content.

• Customisation Options:

  • Users can further personalise their videos by changing backgrounds or selecting a whiteboard to present information.
  • The platform allows users to upload a photo to create an AI avatar of themselves or use pre-recorded audio to pair with the avatar.

CEO Winston Zhang’s Vision

• Winston Zhang, CEO of Mango Animate, emphasizes the accessibility of Mango AI, stating, "We’ve designed it to make video creation accessible to everyone, regardless of technical skills."
  • The goal is to enable users to create personalised and engaging AI videos with ease, helping them deliver their messages more effectively.

Simplicity and Versatility

• Intuitive Interface:

  • Mango AI features an easy-to-use interface, guiding users step-by-step through the creation process.
  • Options to choose avatars, voiceovers, and backgrounds make it simple to create a polished final product.

• Photo Editor Integration:

  • Beyond video creation, Mango AI also includes a powerful photo editor that lets users enhance their images by removing backgrounds, improving photo quality, and even swapping faces within photos.

Mango AI is a game-changer in the video creation space, offering a seamless and accessible solution for users of all skill levels. With its ability to create professional, engaging AI videos with personalised avatars and voiceovers, Mango AI makes video production fast and efficient, revolutionising how content is created for education, marketing, and beyond.

New monetization resources and APIs support developers in building apps & integrations that bolster Canva’s AI platform and workplace offering

Canva, the all-in-one visual communication platform, recently unveiled major updates for its growing Developers community at the second annual Canva Extend conference. These updates, which include new APIs, monetization options, and tools for scaling, support Canva's vision of becoming the world's most pluggable design platform.

Key Announcements from Canva Extend

• Developer Community Growth:

  • Since launching in June 2023, the Canva Developer Program has grown to include developers from 122 countries, contributing over 300 apps to Canva’s marketplace, used over 1 billion times.
  • Canva's 190 million monthly users now have access to a variety of apps, enhancing their design capabilities.

• Monetization for Developers:

  • Canva introduced a Premium Apps Program that allows developers to monetize their apps by offering premium features and getting paid based on user engagement.

• Enhanced Global Reach:

  • Developers can leverage Canva's free translation services to make their apps accessible to users across different languages and regions.

New Developer Tools and APIs

• App Discovery Enhancements:
  • Canva has made it easier for users to discover apps, with new placements in the platform’s Text tab, Elements tab, and other tools.
• New APIs for Developers:
  • Content Query API: Enables apps to read and update text for features like translation or AI assistants.
  • Design Editing API (beta): Allows apps to automate design elements, such as adding or modifying components.
  • Tables API: Enables apps to add tables to designs.
  • Authentication API: Simplifies the integration of OAuth authentication.

Growing AI Ecosystem

• AI-Powered Apps:

  • More than half of the apps on the Canva Apps Marketplace are AI-powered.
  • Canva’s acquisition of Leonardo.Ai opens new opportunities for developers to integrate Leonardo's AI APIs into their apps.

• Success Stories:

  • Apps like DeepReel and Krikey 3D AI Animation have seen 10x and 23x increases in user sign-ups and site traffic, respectively, after launching on Canva.

Salesforce Integrations and Pluggable Workflows

• Canva for Salesforce:
  • New Salesforce integrations allow sales teams to generate custom presentations, charts, and pitch assets directly from Salesforce data using Canva templates.
• Connect API Integrations:
  • Canva's Connect APIs enable seamless integration with platforms like Workato, Zapier, and Make, allowing organizations to embed Canva into their workflows.
  • Canva is also being used by major platforms such as Amazon Ads, Meta, and Google Ads.

With the introduction of new APIs, monetization programs, and scaling tools, Canva continues to solidify its position as the go-to platform for developers and enterprises alike. As Canva expands its reach globally and integrates AI into its offerings, the future of design and visual communication looks more accessible and dynamic than ever.