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Hello, Marketers, who is the person behind the email?
We spoke with marketers about some crass changes to the email and cookie ecosystems. Time and time again, they think of the real people represented in the data, and it helps them embrace the changes because consumers really care about privacy.
But consumers also appreciate good marketing. It’s the silver lining as we dig deeper into these developing storylines. In the messaging channel, which we reach first, subscribers will continue to subscribe if senders provide value.
In the case of the third-party cookie, the same basic empathy with consumers applies. People don’t like to be followed. As you’ll see below, Google’s phasing out, which aims to increase transparency for consumers, is going to be slowed down, in part to make the FLoC transition itself seamless.
Also, check out the latest buzz about whether marketing leaders are up to the tech. And a new B2B event solution from Integrate.
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Apple’s messaging changes focus on the experience
With iPhone-based Apple Mail accounting for an almost 40% share of email clients, according to Liltmus research in 2021, Apple’s announced changes to the email would seriously affect campaign analysis. But an even greater fear is who might copy Apple next.
“Google could follow suit, so now is the time to learn how these changes are impacting the business, to adopt and launch new strategies, as many of us have done in recent years.” said Kate Nowrouzi, vice president of deliverability for Pathwire Email Marketing Solution.
“The new privacy changes are not only impacting email marketing, but online marketing as a whole. They question tracking and what it means for marketers and consumers.
The majority of consumers are already on the lookout for data privacy, and eight in 10 Americans think they have little or no control over their data and are somewhat or very concerned. on how businesses use it. But that doesn’t mean they want branded communications to go away. In fact, the change should give marketers a renewed focus on what really matters in email campaigns: the experience.
“What Hide My Email means is that unless the person gets some value from communicating with a business, you have to have the promise of a good experience on the other side,” April said. Mullen, Director of Brand and Content Marketing. for another email provider, Sparkpost. “If marketers are going to be spammed and inundated with messages, the person is not going to like it.”
Read more here
Google postpones the phasing out of cookies until 2023
The digital advertising ecosystem that relies so heavily on third-party cookies can breathe a sigh of relief, for now anyway. The plan to opt out of cookies on the Chrome browser by 2022 has changed. They will now be phased out over a three-month period starting in mid-2023. In an announcement, Google said this reflects a willingness to “move forward at a responsible pace.”
It also surely reflects both the confusion among advertisers and publishers faced with a multitude of alternative identifiers, few of which claim to be able to identify unconnected users (the vast majority), as well as the obstacles facing the proposed alternative. by Google, FLoC, including difficulties with European regulators.
The announcement went on to say that the delay “will allow sufficient time for public debate on the right solutions, continued engagement with regulators and for publishers and the advertising industry to migrate their services.” This is important to avoid compromising the business models of many web publishers that support content available for free.
Why we care Many advertisers are rightly concerned about what the rollout of Google’s privacy initiatives and blocking third-party cookies will mean for their metrics and customers. This delay means there is an opportunity for the concerns of search marketers to be heard by the tech giant, and there is more time to prepare for major changes – including finding solutions. technologies that adapt when cookies are obsolete, find a first part data strategy and extract data from other sources.
Read more here
Is the C-Suite disappointed with the mastery of technology by marketing?
A few weeks ago, Rackspace Technology released the results of a survey suggesting that business leaders believe CMOs rank almost last in C-Suite roles when it comes to understanding technology (the CRO did worse). Recently, the CMO Council followed up on its C-Suite Scorecard, and when asking business leaders to identify leadership gaps in their marketing organization, 42% pointed to the modernization of the organization. , systems and operations, while 40% called for the absence of wise managers in key roles.
Gossip. B2B specialist Karin Schaff distinguished between modernization and technology: “You can modernize your martech stack all day and spend a lot of time and money on it. However, if you don’t understand why you are modernizing and how technology plays a role in growing the organization, that’s just what you are doing … spending heaps of time and money with little value as a result . Modernizing means being aware of why you are doing it and how best to go about achieving that next level of maturity – it could mean technology, people, processes, communication, etc. Most of the time, it’s a combination of all of these and more. Saying that marketing modernization is all about technology is like saying that digital transformation is all about technology.
Consultant PR Smith observed, “It seems to me that C-Suite doesn’t like marketing, or that marketing managers haven’t presented enough data-driven results and projections to boards. Denodo’s Dave Nixon had a grim vision. Marketing resistance to working with IT left him isolated, he said. “Many years of managing the marketing process using single point applications, the lack of automation and niche technologies have made this field impossible to own. Now, coupled with the sudden realization that it’s not just about channels as much as it is about unifying data to implement it has made matters worse. “
And Channable’s Onur Polat tried to turn the tide: “What do we think of the rest of the C-Suite? 🙂 ”
Why we care Perception is not everything, but it is important. If a consensus is growing that the marketing organization doesn’t really know what it’s doing with all its shiny toys and doesn’t really understand the technology, that’s bad news. Of course, having access to SaaS tools has made IT involvement less necessary, and many would argue that’s not a bad thing given the rapid pace of change.
But if this is a real problem, what is the answer. More responsibilities in the hands of the Operations teams? Lower expectations as to the degree of involvement of marketers themselves in the technology? Of course, the movement without a code pushes in the opposite direction. There is still a lot to discover here.
Integrate Launches Solution for Live, Virtual and Hybrid B2B Events
Welcoming the prospect of balancing the return of live events with the benefits of virtual, Integrate, the B2B precision request platform, announced the launch of Precision Events this week. The new solution aims to connect event interactions with the rest of the digital demand strategy, explicitly recognizing the B2B journey as buyer-centric and omnichannel.
Precision Events will unify data from live, virtual and hybrid experiences into a single platform. It will capture behavioral data from live events and map it to information captured on the Integrate mobile app or web forms. It will integrate with CRM and marketing automation for seamless follow-ups and measure event performance to optimize future strategy.
Why we care Despite the return of events in person, the changes in the B2B buying journey, accelerated by the pandemic, will accompany us indefinitely. The journey was already buyer-centric and digital, even before a fully digital environment was imposed on everyone.
There are a number of event solutions, designed for marketers, that not only offer registration and other administrative tools, but also ways to capture data and drive it to CRM and automation of the market. marketing. To integrate, of course, is to approach it the other way around. It has already captured, managed and executed on-demand data; he now brings these abilities to events.
Quote of the day
“There can be role models for things that are successful, that doesn’t mean there is a formula for success.” Simon sinek, author, leadership expert