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Why Are Marketers Studying Anti-Spam Content?: Merkle’s McLaren, Bombora Company Surge®

'Mail Order' Is Still A Thing, And Interest Is Spiking Among Marketers: Merkle's McLaren, Bombora Company Surge®
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Research on ‘audio broadcasting’ is also high in 2022, according to intent data

Because of their educational value, podcasts and other forms of digital audio provide a great way to grow your audience and build awareness. They’re making a long-running play.”

– Michael McClaren, CEO of Merkle B2B

NEW YORK, NY, US, January 14, 2022 / EINPresswire.com/ – New year, same inbox? This starts with the millions of online shoppers who have noticed a spike in phishing around the holiday season, as well as concern among marketers about the potential for consumers to delete marketing emails altogether.

With mailboxes full of deals from every company I’ve ever shopped with, it’s no wonder that “anti-spam” is the most popular topic among marketers, as measured by Bombora Company Surge. It has become so prevalent in recent years that anti-spam laws have emerged to protect citizens from unwanted emails. The greater reliance on email marketing in our increasingly digital world means that senders must understand these limits.

Research on “audio broadcasts” is also high in 2022, according to intent data. Because of their educational value, podcasts and other forms of digital audio provide a great way to grow your audience and build awareness. They also provide long term play, so those looking for short term gains should stop reading here.

This kind of growth takes time – and according to eMarketer, investments in this area continue to grow; Digital audio is no longer experimental for advertisers or content creators. In 2021, US advertisers will spend $5.59 billion on advertising for digital voice services, an increase of 16.0% over 2020.

While digital audio still reaches fewer people than radio, nearly half of Internet users (121.9 million people) subscribe to digital audio platforms such as Spotify, Pandora, etc. A number that will continue to rise, increasing along with the growth of subscribers. Marketers should also pay attention to the social voice that lies at the intersection of conversation, social media, digital voice, and virtual events.

— By Michael McClaren, CEO of Merkle B2B

This column first appeared on MediaPost:
https://www.mediapost.com/publications/article/370299/why-are-marketers-studying-anti-spam-content.html

Bill Brazil
Women and Technology Program Strategy
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