Seasoned marketers have become too comfortable working with the cushion of third-party cookies to track consumers and now face a steep learning curve as they cautiously head into the future without these trackers. As marketing managers find the most transparent and efficient way to move into this kitchen-less future, they will need to retrain their teams to more effectively leverage creativity and engagement to build a strong marketing strategy, said speakers during a Campaign360 session.
“We should celebrate the disappearance of the cookie,” said Rupen Desai, Dole’s Global CMO. “We’ve taken tools meant for social participation and have become extremely good at interrupting people. No matter what data we get, no matter how effective our marketing is, as an industry, we keep doing it. use to continue interrupting. ” He added that the disappearance of the cookie forced marketers to restore trust with the consumer.
With the demise of third-party cookies and alongside growing consumer concerns about data privacy, the industry may be halfway in terms of preparing for the new reality of reaching consumers. “We have to find a way not to sell someone a toilet seat just because they bought one the day before, and the data tells us that they are in the toilet seat business,” added Desai. “I don’t think a lot of humans need two toilet seats in two days.”
As businesses and marketing managers strategize in this new privacy-driven world, they must begin by rebuilding trust with consumers, said Simon Kahn, chief marketing officer, APAC for Google. “With a privacy first mindset, part of what we do is create cross-functional teams that make sure we adhere to all the right privacy principles when we develop products. We all, above all, get better at collecting first party data, but [must] then use it safely. “
Kahn also said that by using technology, especially tools like machine learning, marketers can now be more efficient with their plans and learn to do more with less. “We truly believe that performance and privacy are not mutually exclusive,” he said. “You can have both and get really good results.”
As marketers contemplate the future of their field, Alexandra Vogler, senior director of ecommerce for Asia, Middle East and Africa at P&G, said the deluge of data meant marketers Marketers would increasingly break down their campaigns into shorter iterative pieces rather than single monolithic campaigns. “I think the systemic change really comes from the speed at which this data is delivered to us,” she said. “I think that change is really the granularity and the fragmentation as well as the speed.”
Speakers in this session also argued that the disappearance of the cookie and increased concerns over consumer data would have ramifications for the role of the CMO itself. “The role of the CMO has expanded.… In large part, this is happening because there is a bit of convergence between technology and marketing,” Google’s Kahn said. “Marketing managers really need to be at the forefront to understand how they can deploy new technologies to be more efficient and their teams to be more efficient at their jobs.”
As marketing managers see the terrain shifting beneath their feet, they also must grapple with the changing dynamics of their business models, shifting from the farm entirely to branch offices to resume more in-house business as concerns over data and confidentiality are emphasized.
“There are still huge opportunities in the agency ecosystem,” Kahn says. “We want to have people who really know privacy and who know how to use tools like machine learning, but we also need agencies to do that. And agencies that come together, hire the right people, and really learn how to deliver those services. ”
Vogler, of P&G, said the company has been doing work internally, mainly because it cannot find capacity in a specific area or area. In terms of the work she sends out, she focuses on “three parameters: something new that doesn’t exist, something we can do faster, or something we can do cheaper by thinking about what’s happening. internally ”.
She felt that as marketing shifts from a slow and cumbersome part of the organization to a system with many moving and agile parts, organizations will overhaul the way they view the work entrusted to agencies and what they kept internally. “There are also a lot of startups and new agencies coming into the market, offering services that weren’t there before … For example, on design automation, which is a new space. traditional agencies with new capabilities, like as well as working with new, smaller partners … allows us to continually test and learn new things. ”