I work for a huge multinational corporation and I'm going to count myself lucky that I have absolutely no idea what "an email signature marketing platform used to standardize brand consistency" is. Whatever it is I can't imagine spending money on it.
It's useful for customer-facing roles. From a sales context, it means that you can have a dynamic signature that includes a) up to date logos and branding and b) a dynamic list of upcoming marketing events like webinars, trade shows, recent blog articles, etc. put automatically in email signatures.
We don't use one (just have folks copy over the new signature to Outlook every couple weeks), but it means we have a highly manual process that is prone to error for non-technical users. It's definitely worth some money to get right.
My definition of a "useful" email signature varies highly from anyone who thinks that a list of upcoming events belongs in them. What a waste of bytes.
Look, people spend money on it because people DO look at these things. I don't think a big splashy banner in my signature looks good, but if I get even a handful of extra people attending my webinar then it DOES pay for itself.
This isn't some sort of idealistic view of the "way the world should be", it's just people doing stuff to optimize for their marketing & sales funnel, whether or not it annoys you or is a "waste of bytes"
Look, a lot of people insist advertising "doesn't work on them", but the whole hundreds of billions of $ industry works because it DOES have a reliable ROI.
I'm just explaining the world how it is, not necessarily how it should be.
