Amid the loss of the coveted cookie, how will you utilize performance marketing in the
coming months into 2021- 2022? If you have been living under a rock, let us fill you in.
Google recently announced that it would end support to third-party cookies in their
Chrome browser in 2022. This is massive as Chrome is the most popular browser,
accounting for almost 70% of all market share. That being said, the pandemic has had a
huge impact on our habits, and going digital has become the way to do a variety of
things. So when it comes to consumer habits, what do you need to keep in mind?
● Digital marketing will become even more critical.
● Content marketing will become more important.
● Direct-to-Consumer (D2C) marketing will take the lead.
● Brands will need to learn about their consumers without relying on second-
or third-party data.
Customer retention has never been more important. So let’s dive into what you need to
do in the upcoming months.
- Invest, Invest, INVEST in Online Events!
Did you catch that? Webinars, seminars, and product launches are all phenomenal ways
to promote your brand to existing clients and potential new ones. These events are also
perfect for directly gathering data on the audience attending the event. Later on, you
can use the data to build consumer profiles and sell directly to them. This will eliminate
the need to rely on third-party information and will help build a stronger relationship with
the audience. And while online events may not bring massive revenue at once, they will
absolutely help your business grow in the long term.
- Own Your Audiences
Today’s consumers have a small attention span – a total of three seconds to be exact.
So how will you dazzle them when, technically, Facebook, Twitter, Instagram owns your
audience and controls the ever-shifting algorithm? Newsletters. A sure-fire way to be in
your audience’s personal space. But hold on, you’re not done quite yet. The content you
share MUST be more personalized and relevant to specific groups. Especially in 2022,
the trend of creating custom content is going to be vital to retaining your audience’s
attention. In a realm where digital content continues to overwhelm, people will be more
selective about what they consume. And as such, their expectations will increase.
Brands that spend more time creating custom content will dominate the field.
- Become A Better Storyteller
It is no secret that this generation invests in brands that have a clear understanding of
where they have been and where they are headed. The last thing consumers want is
how phenomenal your product and/or service is. What they DO want is to hear about a
time you helped to solve a specific problem. Many fall into the trap of using “fluffy”
words to describe what they have to offer when really, what the consumer wants is
specificity. Showcase how your business is a solution. Leave your customer thinking
“Whoa, maybe I do need this to make my life easier.”
- Two Words: Marketing Automation.
In the coming months, we will see more data-driven marketing campaigns being used
across a broader scope of industries. Why is this important? For example, adding
marketing automation to your digital marketing strategy will not only render your content
more efficient and effective; your marketers will also be able to automate their workflows
and spend less time on repetitive tasks. This boils down to marketers having more time
to nurture consumer profiles, which will incentivize them to venture into sales land. Do
not underestimate your customers. If you want to command their attention, you must
discover what their last focus was i.e. article titles, links being shared from other
websites or social media posts about your brand that can help them in their