TMW #198 | Wednesday Martech Briefing
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Click-to-cancel, CDP’s product marketing problem, the content collision course
Here’s the week in Martech:
- Click-to-cancel: The FTC clamps down on subscription cancellation practices.
- CDP’s product marketing problem: Standing out in a crowded, converging market.
- The content collision course: GenAI pits advertising platforms against Adobe.
- Everything else: Martech media acquisitions, brand-aware AI, brand safety under investigation, enterprise SaaS valuations hit 8-year low, and more.
👇 Here’s everything you’ve missed in marketing and tech this week.
đź“° Latest Developments
Click-to-cancel. Watch out Planet Fitness: The Federal Trade Commission (FTC) is after you! Or at least that's the sentiment on social media following the US FTC's announcement of a new click-to-cancel rule that seeks to give consumers a "simple mechanism" to cancel subscription services. The basic premise here is that it should be as easy to cancel a subscription as it is to enroll in it in the first place. There is a parallel here with the GDPR's rules around consent for marketing: Customers must freely give consent and be able to withdraw it at any time in their relationship with a brand. In the case of subscriptions, the stakes are arguably higher as there is a financial element involved when brands make it difficult for a customer to cancel a subscription. If this rule stands up to the likely legal challenges, then “cancellation flows” may soon be a thing of the past – another example of regulators trying to directly regulate user experience. The challenge for regulators is that UX and consumer psychology are complex and subjective. Regulation will involve difficult trade-offs; why not introduce more friction in the subscription signup process to address cancellation problems before they even appear? Obviously that would be bad for a lot of businesses, but it shows that there are many ways to address one UX problem, which means a lot of shades of grey when it comes to regulating UX. Link
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Stay Curious,
Keanu Taylor
Make sense of marketing technology.
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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.