💾 The pivot to personalization in a post-cookie world

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Streaming services really want you to buy stuff while you watch TV

The streamers are fighting for your “second screen,” the device you have next to you — or that you’re using — while you watch TV.

For streamers like Paramount, Disney, Netflix, and Peacock, it’s not enough that you watch TV on the platform — they want to own what you do on your phone, too.

Streaming platforms have approached shopping in a few different ways. On Peacock, subscribers get ads for items related to what they’re watching, like the kitchen utensils being used on a cooking show. They then scan a QR code from their TV and can buy the items on their phone. In January, Disney announced it would test sending ads for products to viewers while they watched through emails or push notifications to their phone. And Netflix is exploring how it can reach you on your phone while you watch its programs.

TV isn’t the only place where shopping is poised to play an even bigger role. Social media platforms like TikTok and Pinterest have added more and more e-commerce features in recent years for the same reason: they want to keep you in the walled garden, from discovering a product to hitting the “order” button.

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🍪 Is that ad following you around the internet creepy or kind of cool?

Concerns about data-tracking and privacy have been a prominent topic for years. Which is why it might be surprising that recent research from consultancy Marigold found that consumers find many brand interactions shaped by online data collection are more “cool” than “creepy.”

For example, 54% deemed it “cool” when a promotion “tailored to your activity” pops up within two minutes; 59% appreciated brand messages reflecting actual interests (such as being a runner or hiker); and 80% endorsed recommending products “that align with your past purchases.” A whopping 84% said it was “cool” to receive a “personalized birthday offer.”

⚾ 'Moneyball' For B2B Marketers

With baseball season starting, B2B marketers can use this as a reminder of the importance of two things: good data and smart analytics. As data science began to creep into the game, baseball famously redefined the key performance indicators (KPIs) that held significance.

Baseball didn’t change in a day, and reliance on analytics is not absolute. Instead, they are the fuel for your decision-making and judgment calls. Experience and human insights customized for a business are powerful and create a competitive advantage. Getting to a point where your company has smart marketing analytics in place is a journey and requires a willingness to abandon old stats that aren’t driving growth.

🥠 Crafting Personalized Marketing Experiences for the Privacy-Conscious Consumer

Third-party cookies have been the driving force behind much of our personalized marketing to date, tracking customers’ online activity so that we can meet them with targeted messaging. But, come August this year, we will be saying our last goodbyes as Google finally removes them from Chrome.

The demise of third-party cookies and the heightened focus on privacy may feel like a barrier, but it shouldn’t be viewed that way. Instead, we should embrace it, using it as an opportunity to demonstrate transparency and rebuild trust with consumers.

Why Startups Need to Invest in “Non-English” Marketing

The cost-per-click or what you pay for each click on your online ads rose last year by 9% for ads on Google and 19% for those on Amazon. This is a worrying trend and, as a start-up, growth is your top priority and your marketing budget needs to get you maximum bang for the buck. Often, successful founders and venture capitalists advise startups to have a narrow focus and to try solving a clear identifiable problem for a small cohort. Extrapolating this, you could apply your narrow focus on who you market your product to and how.

As of July 2022, the Hispanic population in the United States was estimated at 63.7 million (19.1% of the total population), making them the country’s largest racial or ethnic minority. The Hispanic population grew 26% between 2010 and 2022, significantly more than the nation’s 8% overall population growth. 

In the recent two decades, there has been a steady increase in affluence amongst Hispanics in the United States. In fact, out of all the affluent subgroups in the United States, Hispanics now represent the largest, with particular growth among the younger generations. Today, one in five affluent Gen Zs is Hispanic, compared to one in fifteen affluent boomers/seniors. So, the Hispanic population has a few traits that make it quite attractive as a target audience for marketers.

Looking further into how they access the internet, a Google study demonstrates that 32% of U.S Hispanic consumers search the internet in both English and Spanish while a further 16% consumes content solely in Spanish. This is important to note: this means that you can digitally target a significantly attractive audience in a language other than English. Further, because demand for Spanish keywords is lower than that for English keywords in the United States, it is relatively more cost effective to advertise online in Spanish.

Investing your energies and resources as a start-up on advertising in a  language that is not spoken by the majority but is still spoken by a large enough population can make a tremendous difference to your growth efforts. In the context of the United States, the Hispanic population deserves more of your marketing attention. Focusing on them could very well set you up for success. 

• How To Optimize Data Analytics For Digital Marketing- Jump 450 on YouTube 

• The Future of Marketing with Bloomberg Media- The Media Leader on YouTube

• Unveiling the Future of Location-Based Marketing with Wi-Fi Technology- OOH Insider on YouTube

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