Preparing for a cookieless future – by revamping your data-driven culture

Session It's a case of good news and bad news for digital marketers right now. The bad news is that third-party cookies are being phased out by 2022 - and however hard one begs, they're not coming back.

The good news, however, is that necessity is often the mother of invention - and if brands are smart, they are already thinking of how to deliver the hyper-personalised experiences their customers require.

But it is never as easy as all that.

There is an...

29 April 2021 | Advertising Technology

The key to cookieless marketing has been in our hands the whole time

The cookie has long been crumbling, and Google’s announcement to move the industry towards a cookieless future should come as no surprise. While it may seem like brand marketers and advertisers have been preparing for this moment for years (pre-pandemic, even!), are UK businesses really ready for the road ahead?

Contrary to popular belief, it’s not necessarily all about “future-proofing” marketing efforts, and it’s even less about preparing clients for alternate...

22 April 2021 | Advertising Technology

The end of third-party cookies: How it will affect advertisers and publishers

Longread Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetisation methods will become less effective or even stop working altogether.

In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what you need to do now so that these changes won’t affect your ad...

20 April 2021 | Advertising

Blockchain in digital marketing: More consumer trust – and new ways of advertising

Digital marketing is facing concerns relating to online activities, be it cyber security, data protection or transparency. Blockchain can help to consolidate customer trust in the digital world. It can give more online ad authenticity, brand transparency, support cross-promotion with influencers and reward customers for data sharing.

Platform businesses like Facebook pose challenges to many market players in digital marketing as they hold monopoly or duopoly. Furthermore, data...

19 April 2021 | Advertising

Three technical trends to consider for your data-driven marketing initiatives

As we look into the future, it’s important to remember that real widespread change happens slowly for such a large industry. People have been talking about assembling customer 360-degree views and utilising “big data” for closing in on 20 years, and articles detailing how effective and popular AI will be in marketing go back close a decade.

Which is not to say change isn’t happening, but that it comes gradually, in fits and starts as industry innovators latch onto a...

14 April 2021 | Advertising Technology

Martech and the marketer/developer relationship: Why collaboration can be possible

Lennon and McCartney, Gates and Allen, Watson and Crick. History is replete with fantastic partnerships. Unfortunately, if you were to believe some of the discourse around the marketing industry, this list will never include the dynamic duo of ‘marketing and developers’. Apparently, the two professions are just too different in outlook, culture and objectives to work well together.

I recently read how headless CMS adoption has apparently been inhibited due to a ‘battle for...

8 April 2021 | Advertising Technology

Analysing the haves and have nots for sales enablement: How can you become better?

If you want to be part of the C-suite at a visionary company, then you need a strategic, cyclical approach to the customer lifecycle. But where should sales enablement fit in?

This is the keynote of a new report issued by Seismic (landing page, email required). Not overly surprisingly, 'sales enablement platform provider says sales enablement is key' is not going to get tongues wagging. Yet while, as one would expect, the report says companies are applying sales enablement to...

22 March 2021 | Advertising

Three tips for an engaging user experience in mobile apps

In our digital world, creating an engaging user experience is the key to success for app developers. But engagement doesn’t come from a hotch-potch of innovative features or a random collection of ideas; it comes from creative, strategic planning and execution.

For instance, consider the case of Spotify’s annual Wrapped feature. At the end of every year, users can see their top songs and artists, favourite playlists, and the number of minutes they’ve listened to music and...

11 March 2021 | Advertising Technology

How to stop walled gardens from becoming the beginning, middle and end of your customer data

After growing concerns around the privacy of third-party cookies, Google announced last year that it would completely phase out cookies on Google Chrome by 2022. While other companies such as Apple and Firefox have already phased out and replaced the third party cookie on their own browsers, Google’s decision last year is the most significant. Google Chrome is the most widely used internet browser in the world and its decision to remove third party cookies from the platform has had...

3 March 2021 | Advertising

Why marketing automation remains the missing piece of the optimisation jigsaw puzzle

Organisations are operating in a world where everything is optimised. Look around and think about the current journey to work for many remote-based marketers in modern-day society as an example.

It might only be a few steps to the home office, but in that same breath, commuter time has been slashed dramatically and, in turn, that’s ‘given back’ vital time to the employee to get on with their daily tasks. Optimisation has taken place and it’s not even 9am!

From a...

25 February 2021 | Advertising Technology