Here, Take a Cookie 🍪 - Carney
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Here, Take a Cookie 🍪

There is no half-baked marketing here.

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5 Ways to Prepare for the Cookieless Future

Maybe it’s a not-so-welcome reminder, but we’re just giving the people what they want!

So we’ve covered some of the big changes coming to privacy from Apple and Google. To summarize: Google is going to phase out third-party cookies as online tracking tools. And Apple plans to make its mobile device ID opt-in only, meaning cross-application tracking of site visitors is out the window. 

But are you ready for the cookie-pocalypse?

Don’t worry, they won’t be completely dead. Google just wants us to shift the strategy to first-party data use. A lot of companies are rolling with these punches and waiting until the 2023 deadline set by Google. But how do you shift to that strategy? Forbes has those five steps:

    1. Create A Data-First Strategy for Real People: Data and insights should be at the core of every decision marketers make, but being reactive is the kicker. This way you can be delivering relevant personalization instantly.
    2. For the 300th Time, Build a First-Party Data Strategy: Create your own people-based identifiers that don’t depend on third-party data. This can come from all of your channels, so maybe it’s time to see how each one is doing, or add new ones.
    3. Build Partnerships with Trusted Data Providers: So marketers need to be collecting more of their own audience data, AND extend their connections to high-quality first-party data providers. A great place to start is with CRM systems. 
    4. Diversify Your Digital Marketing Toolkits: Spread out your marketing approaches. Forbes suggests account-based marketing (ABM) and contextual marketing. ABM is a personalized approach used to drive results for specific accounts. Contextual marketing is where marketers target their messages to audiences based on the context, content, and meaning of the user’s environment.
    5. Get Yourself a Strong Measurement Partner: Expand the coverage of your advertising-effectiveness measurements and keep user privacy secure. Test your measuring partner (or yourself) with this question: how much of the overall digital ad spend be measured? 

See the full Forbes article for more details on the full 5 things you can do to prepare.

Q for You

On average, how many hats do you wear in your career?

Pantone Connect

Everyone knows who has the golden standard of colors: Pantone. Never go searching for a swatch or color code again! Pantone Connect is your Adobe-integrated tool that includes access to 15,000+ Pantone Colors, Search, Pick, and Measure Tools with Pantone Reference Numbers. You can save and share up to 10 palettes. It’s a free tool with some premium options to check out.

Scalemail Referrals

Turn your best subscribers into your best brand advocates. Scale your list with Scalemail!

Scalemail is a referral system that integrates with your existing email system so you can display it for your users right at the source. Incentivize referrals with swag, discounts, and prizes to let your subscribers spread the word and get rewarded.

These boots were made for Walker

Johnnie Walker has been running their “Keep Walking” advertisements for over 20 years. In this latest rendition, it’s all about keeping it moving in as the world begins to open back up. Keep it moving by strutting, hopping, dancing, strolling, or casually backflipping off a building like no big deal. It’s fun and has a funky remixed soundtrack. What more could you want in a booze ad?

Ads from the Past

1971, Phillips

“Without experimentation, a willingness to ask questions and try new things, we shall surely become static, repetitive, and moribund.”

Anthony Bourdain


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