By the end of 2022, Chrome will join other popular browsers, in withdrawing support for “third party” cookies. On mobile, Apple has applied a formidable privacy filter with iOS14. These restrictions will have profound effects on digital advertisers;
- Spending to reach new customers will push higher. According to Hubspot research 44% of brands project having to increase budgets to achieve same results
- Brands will have to do a much better job of collecting and interpreting 1st party data
- Audience surveys, focus groups, cohort analyses to play a larger role in CRM planning
- AI will become a (more) critical tool in stitching together more fragmented data sets to identify patterns, opportunities
- Email contacts to be engaged more frequently, more strategically. Expect brands to acquire more email lists and devise more sophisticated drip campaigns
- Similarly chat/messenger social should enjoy another leg up in usage. Brands must extend the investment into follower growth on social, to improve customer engagement (chat) and private traffic opportunities
- Brands will have to become more adept at identifying and converting on ‘micro-moments’ and subtle opportunities to move customers along purchase paths (through Websites, Email, Chat)
Brands with large pools of first-party data will be able to defray some of the impact, but will still need to refill the top-of-funnel. Many high-churn DTC brands who live hand-to-mouth will face greater pressure to pivot toward new tactics.
.jpg)
...
