How will cookieless advertising work? What actions do businesses need to take to future-proof their advertising plans?
Cookieless advertising: a quiet earthquake?
When Google first announced the deprecation of third-party cookies in Chrome, it quickly became the talk of the town.
The industry press coined a new, ominous word: “cookiepocalypse”. Every other webinar or conference was about this topic – even though, at that point, the consequences were unclear.
Then, Google postponed these changes; not once, but twice. Partly due to feedback they received from the industry around their Privacy Sandbox solutions, partly due to the scrutiny from antitrust authorities (especially in Europe).
Speculations started that Google would just keep on delaying the deprecation, and that the fearsome “cookiepocalypse” would, in fact, never materialize.
Some marketers got complacent. Some were distracted by newer trends, such as Generative AI. Cookieless advertising was no longer considered a hot topic.
Was this wishful thinking? Speaking at DMEXCO…
Practical ideas for you to use including how to use ChatGPT
Each year, for the last 10 years, or so, I have identified the latest trends in digital marketing and forecast what the major trends will be in the year ahead. The aim is to help marketers and business owners find new marketing ideas, review their budget investments and put together their plans. There’s always a lot of interest as businesses consider tactics they can deploy to gain an edge by using some of the latest techniques.
This review covers the latest developments in digital marketing across the many digital marketing channels tools that businesses can use shown in the visual below based on our RACE digital marketing framework. I cover ChatGPT at the end of the article. We developed this to help businesses develop a robust approach to developing integrated digital marketing strategies across 25 key activities which we define as…
Adverts have 'positive impact' on society, LinkedIn hits new records, Google announces new chatbot development and Facebook sees income slow
Although last year saw confidence in advertising take a tumble, it seems as though the UK public believes that adverts can have a positive impact on society.
In positive news for LinkedIn, the platform has reported a new record in terms of total members, as well as huge increases in engagement.
The news isn't as positive for Facebook though, as it has seen net income fall following a number of privacy scandals.
Finally, Google has announced that it is working on a new chatbot system that better matches and understands human speech, which could transform the chatbot industry.
We've got all the information on each of these news stories below.
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In its recent comparative advertising campaign, Google promotes its Pixel 3a model as a cheaper and higher quality choice over Apple’s XS, putting it side-by-side with the Apple product in a face-off of the tech giants.
Why beat about the bush in advertising when you can directly compare your own product to a competitor’s higher-priced and (in Google’s opinion) inferior one?
We’ve seen examples of this kind of advertising for many years, from supermarket chains’ regular competitor comparisons to the “Get a Mac“ campaigns of the noughties. It appears that Google felt it was high time that this time round a company went after Apple.
Indeed, Google has set its sights on Apple, with billboards and video ads from the Alphabet-owned company claiming that the Pixel 3a provides better quality low-light photography at a fraction of the…
Digital advertising trends have shifted from desktop to mobile in recent years. This mobile-first approach is quickly taking over as the preferred method for digital advertising and is on the cusp of being the most focused on medium for ad campaigns.
But mobile-first is not the only digital advertising trend that has pushed to the forefront of the marketing sector. We’ve researched what the future holds for digital advertising, and have come back with some deep and interesting insights into five advertising trends that will have a strong impact through the rest of 2018:
Mobile-first advertising
Personalization in digital marketing
The effectiveness of video advertising
Impact of location-based targeting
The effect of micro-moments on consumers
Mobile-first advertising
Mobile-first was intended to notify consumers that a company cares for its websites and digital forms of communication while remaining…
