What is rich media and why is it instrumental in the end user experience?Sanjay Sarathy, VP Marketing of Cloudinary, talks rich media and how marketers can get better outcomes from developing a practical approach to their non-text media strategy. 2/3rd of the web is images, or non-text content. And the world of non-text content is evolving fast- what with video, voice, AR-VR etc. all vying to play starring roles in most marketing strategies today, and users themselves evolving how they interact and engage with these non-text formats at different stages of their buyer journey. What are the 4 key things we see brands that ‘get’ rich media are doing? Here’s a hint:1. They do an optimal mix of video, audio, devices, UGC and studio etc.2. They recognize that different channels require different forms of media3. They are constantly iterating and improving and evolving both - media that performs as well as media that underperforms4. Well before they reach the stage of defining technology and processes, they have figured out the personas and their prioritiesIn Section 1, Sanjay Sarathy, David Raab, Anand Thanker and Chitra Iyer delve into the 7 most common questions’ marketers want answered about rich media:1. What is rich media and how can it impact customer experience? 2. Can we automate the creation and delivery of variations of one really great rich media asset?3. What are the performance implications of rich media and how can I balance engagement with the cost of content creation?4. How can I move beyond relying on our own content and manage and scale user generated media and content safely and intelligently?5. How should I optimize for all possible touchpoints and formats that rich media allows? What trade-offs should we make to help decide our rich media content creation and distribution strategy? 6. How impactful can using search optimised rich media be for brand discoverability7. How do you quantify engagement to make a business case for rich media? Focus on o Usage metrics (time on page, conversion, sharing)o Performance metrics (is my page or app or content asset performing better than it did X months ago in terms of streaming speed, page load and all the things that ultimately improve engagement rates) Plus 8. Sanjay Sarathy shares Cloudinary’s own martech stack9. David (who was recording from Germany) plays his AI drinking game (see the pic if you don’t believe us)Section 2: A New CDP TrendWe take a look at what even David Raab has called a trend in the CDP space - the acquisitions of AI based predictive tools by CDP vendors in November. There were 3 in November to be precise, but its getting more common. Is it because marketers want predictive capability out of the box without additional integration; just another way for vendors to differentiate themselves in a confusing and crowded market; or is it about plugging the analytics gap between data organization and data activation at two ends of the customer data spectrum? We delve into why that may be and what is pushing CDP vendors to shore up their solutions in this direction.PS - the 3 Novemebr acquisitions were: - Amperity bought Custora- Manthan bought Rich Relevance and - Netcore bought Boxx.aiPlease follow and review us on Spotify or iTunes! Thanks! podcasts.apple.com/us/podcast/talk…st/id1373600978www.martechadvisor.com/multimedia/podcasts/podcasters.spotify.com/podcast/4Cmet…etiZ/overview