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90% of consumers said that authenticity is important when deciding which brands they like and support - up from 86% in 2017. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.

92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.

While consumers are 2.4x more likely to say UGC is most authentic, when compared to brand-created content, marketers are 2.1x more likely to say brand-created content is most authentic in comparison to UGC.

One of the first things that jumps out from the year-over-year data is the consistency of the top five responsibilities. From martech staff and managers up to more senior directors and VPs, these are the core functions that these roles deliver to the organization: Research and recommend new marketing technology products. Operate marketing technology products as an administrator. Train and support marketing staff on using marketing technology products. Integrate marketing technology products with each other. Monitor data quality within marketing technology products.

It is disappointing that, for the second year in a row, performing data privacy and compliance reviews and performing security reviews both remained at the bottom of the list of martech responsibilities — and even dropped a few percentage points.

enior roles are much more likely — 37% to 42% more likely — to: Pay for marketing technology products from a budget, partially or fully (71%) Negotiate business terms for purchasing marketing technology products (68%) Approve or veto purchase of marketing technology products (68%)

Facebook Connections Targeting, NOW the ONLY way to forensically slice audience psychographics. The good news is FB users who engage can be easily studied using free FB tools in Audience Insights, the API and subtractive campaign reach. Get a FB user to become a connection, like your page, use your app, engage with an event and/or any advanced combinations thereof.  THEN and only then can they easily be studied.

In the old days we didn’t have Custom Audiences, let alone the ability to study them. Still, we made major psychographic marketing strides. Remember the magic: Drive traffic from social psychographic targeting to your website. Keep track of that targeting and creative through UTM tags. Set Google, FB and any first-party cookies on your site. Because traffic came from very specific targeting, we KNOW what the audience is. No analysis required.

The increasingly technical nature of marketing means the marketing department has a closer relationship with IT than either is comfortable with.

We have found that aligning our organization along DevOps principles helps eliminate that friction. DevOps is a cultural and professional movement that is focused on building and operating high velocity organizations. The movement started in the software industry, but it’s more concerned with people and structure than with technology.

One key aspect of DevOps is the relationship between accountability and empowerment. The DevOps philosophy says that those who are most accountable for a specific change should be empowered to make that change themselves.