Future of Data Landscape for Marketing

    Future of Data Landscape for Marketing-01

    B2B marketers have faced never ending changes and challenges in 2021. Not just the pandemic, but this year, marketers were hit with the forthcoming loss of cookie data. Though the prospect of a cookie-less world has since been postponed, it’s still at the forefront of marketers’ minds.

    Increased ‘opt-out’ legislations have led to a significant reduction in the amount of data available to drive B2B marketing strategies and fuel campaigns. As the tracking cookie continues to crumble, the big question on marketers’ minds is about the way ahead. Most of the marketers are trying to understand the customers and future proof tech stack and marketing strategy.

    However, despite all of the change and uncertainty, 2022 will provide plenty of opportunities for B2B marketers to re-define their use of data, driving better engagement with prospects and optimizing their campaign performance.

    Also Read: Three Ways IT Pros Can Assist in Enhancing B2B Buyer Experience

    Cookies are already obsolete and will become out-dated by the end of 2022

    Although the expiration of cookies is delayed, with Firefox and Safari preferences preventing automatic tracking cookies. Cookies will be a blank slate, long before the withdrawal deadline. Especially since Google itself has announced that it will not remove other user-identifiers instead of third-party cookies.

    As such, B2B advertisers will turn their backs on cookies in the coming months and will need to look for alternative long-term solutions that produces the same, if not the best, results for customers and prospects. One such solution could be Universal ID.

    The power of Unified IDs will come to the forefront of advertisers

    Unified IDs represent a personal, static, flexible, and interactive identifier for each user, taking into account multiple contact areas. This provides a unique user ID that can be tracked across the digital ecosystem, without the need for additional synchronization. Thus, Integrated IDs enable the marketing industry to thrive in a world without cookies.

    Innovative B2B marketers are already using the many benefits that Combined IDs have over cookies. First, they have a longer shelf life than cookies, which makes it much easier to build an audience, define behavioral trends and measure opening results over time. Also, Unified IDs work in the form of all channels by definition, and I expect to see the expansion of data sources beyond traditional and incorporating modern channels like SmartTVs and wearables. Moreover, additional use of Universal IDs will translate into the most reliable and accurate data of the advertiser, providing a broader picture of the purpose.

    Also Read: Data-Driven Decision Making: Laying the Foundation for Successful CX Strategies

    About 100% use of Account-Based Marketing (ABM) by 2022

    In 2021 there was a major change when advertisers focused on their efforts using the Account-Based Marketing approach. This dynamic acceleration is expected to continue even further, with almost 100% of advertisers using some form of ABM. More and more B2B marketers are reaping the benefits of a personalized approach to their campaigns. There exists enough technology and accurate data – it is only a matter of time to reach 100% ABM within B2B.

    ABM is also a very tempting solution for advertisers as marketing costs, such as a percentage of revenue, have been at a very low level over a decade. Advertisers want solutions that do more with less. ABM does just that, its effective approach is aimed at wasting less money than most popular advertising and less sophisticated digital strategies.

    In conclusion, there will be more integration between different data sources, such as first party and third party intent data. This in turn will be layered with wider insights such as firmographic and technographic data. In doing so, B2B marketers will begin to get a full view of the customer.

    B2B marketers that embrace these shifts in the data landscape, and adapt their strategies and campaign activations accordingly, will undoubtedly come out on top next year.

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