As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.
So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.
That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.
- Facebook Releases Their Own First Party Cookie: Among the fervor around protecting user’s data and privacy has been the quickly declining use of third party cookies – cookies that collect user’s data which are not connected to the host site’s domain. So, it’s logical that publishers are setting up their own first party cookies, just as Facebook announced last week. This follows an industry trend that I wrote about back in September when Amazon announced a tracking pixel and Facebook opened their tracking pixel to Facebook Groups. We expect to see more of these announcements and are already working with clients to explore the best way to manage them all.
- German Media Alliance Creating New Privacy Product: Just as the publishing giants like Facebook and Google are trying to maintain more data within their walled gardens, a group of 20 German media firms have combined to introduce a new product to wrestle that data back. The product would give a unified login for customers and allow them to easily control all their privacy settings. It’s a novel idea that, if executed well, could provide a much better user experience. However, this is also a direct attempt maintain control of user data given the disappearance of third party cookies.
- Sales Tech Ecosystem Evolving Similar to Marketing Tech: Inevitable to any conversation about Marketing Technology is the appearance of Scott Brinker’s infographic depicting all 6,829 Marketing Technology vendors. Similar, but smaller, is Nancy Nardin’s new infographic featuring 600 Sales Technology vendors. While the sales space may pale in comparison to the chaotic landscape of Marketing Tech, it’s still a lot to handle. At W2O we take care to make sure our clients are using the best possible vendors for their needs.
- Adobe and YouTube Both Announce New TV Features for Marketers: We’re always keeping a keen eye on the quickly changing TV space. Whether it’s newer connected TV or traditional linear TV, there has been a lot of innovation announced lately to help marketers better target and measure their TV advertisements. These are not always revolutionary features but incremental ones that are quickly making TV a more attractive and effective part of the marketing mix.
Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.