Marketers today have access to more data on their customers than ever before. The best outcomes are achieved by marketers who use these insights to develop a data-driven plan.
Marketing and advertising campaigns are being shaped by data trends. Data is power in the age of digital everything, information overload, and reliance on mobile devices, and it’s altering the way every industry does business. It’s how one understands, communicates with, and engages with customers and brands in marketing, and it’s altering as well.
Every day, new data is created, and this number is only increasing as the Internet of Things expands. Marketers use this data to determine how they will advertise, consolidate, digitize, and measure success. Here are three data advancements to watch in 2022, as well as how they’re affecting the future of marketing.
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Advertising and Privacy
Google will start testing and implementing the early stages of its Privacy Sandbox effort in 2022, with full deployment scheduled for 2023. The project is still in development, but it aims to thwart covert tracking techniques and eradicate commonly used tracking technologies like third-party cookies when users browse the web.
Publishers will be able to create sites that respect user privacy as part of the effort.
Without the use of intrusive web tracking, website developers and enterprises can still contact users and create revenue from their sites. While this opens up many doors for businesses to innovate, it’s unclear how it will affect media mix, marketing strategy, and attribution.
Marketers would have fewer targeting choices for advertising campaigns when Google’s Chrome web browser no longer supports third-party cookies when it takes full effect in 2023. With first-party cookies, this may necessitate a little more creativity.
Some of these effects may already be observed in Google Ads, which has switched eligible conversion actions from rules-based to data-driven attribution models. This system gives credits for conversations based on how individuals interact with advertisements and decide to become customers.
Data can also be used to assess which keywords, ad groups, ads, and campaigns have the most impact on achieving organizational objectives. Data-driven attribution may be able to fill in the gaps left by third-party cookie losses while also putting data front and center.
Instead of a point solution to replace the soon-to-be-missing data gaps needed to accomplish business goals, it’s time to plan for holistic consumer data collection and consent management strategies.
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Advertising is based on consumer targeting, which must adapt to these data-driven, privacy-oriented developments. A return to content-based personalization and direct partnerships is being seen witnessed, while influencer marketing continues to be successful. Allowing customers to know how and why companies use their data can help establish customer trust and promote personalization goals.
The Future of Data
As privacy regulations evolve and third-party cookies become obsolete, first-party data will become increasingly important, thus consumer trust and effective data collecting will help set the stage for future advertising approaches. Furthermore, prior to introducing new digital experiences, it is vital to understand the consumer.
More marketing technology services and platforms that function together to fulfill company goals with data will be available in 2022. This strategy focuses on data consolidation through the deployment of a collaborative architecture of tools and platforms. To automate operations, data is sent back and forth between different applications, and data is preserved, contextualized, and structured in a single system stack. Because digital now encompasses more than just mobile and the web, marketing technology platforms will enable marketers in meeting digital experience expectations of consumers wherever they are.
Data Trends Are Impacted by Outdated Key Performance Indicators
Current KPIs do not account for today’s digital world and they are outdated. Customers are more online as a result of the pandemic, and marketers must design new KPIs to evaluate the performance of marketing initiatives based on rising digitization.
KPIs will change rapidly over the next few years as customer habits and data collection evolve. As the identity landscape transforms and consumer profiles are established with new data types, the elimination of third-party cookies will have an impact on current KPIs, rendering prior campaign data outdated. Marketers will have to test new campaigns in a third-party cookieless environment and establish new expectations as a result of these adjustments, which will demand a shift in strategy, technology, and measurement in the future.
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