With the announcement from Google that its Chrome browser will no longer support third-party cookies beginning in 2022, it is safe to say marketing is about to change dramatically. With the death of cookie tracking, businesses will have to make some drastic changes. Tracking users has become essential to many businesses’ and advertisers’ marketing strategies. With the implementation of GDPR, users became more concerned about their online privacy and pushed for the end of third-party cookies. Due to this, digital advertisers are being required to adapt.
Edgaras Katinas writes a great article titled, “The Top Marketing Trends You Need To Adopt in 2022.” Check it out below:
Time flies too fast. We just planned for 2021…but it’s already six months into 2021, and I am sure many of you will soon start planning your marketing strategies for 2022. So, let’s brainstorm and see what marketing trends will shape 2022?
The biggest question remains… How will marketing change after the death of the cookie?
I am sure you’ve heard Google announced that it would end support to third-party cookies in their Chrome browser in 2022 or 2023. It is a big deal, given that Chrome is the most popular browser, accounting for almost 70% of all market share.
Nevertheless, the pandemic had a tremendous impact on shaping our habits, and digital has become a new norm to do many things. So even when the pandemic is over, consumer habits will remain.
I am sure about certain things through:
· Digital marketing will become even more critical.
· Content marketing will become more important.
· Direct-to-Consumer (D2C) marketing will take the lead.
· Brands will need to learn about their consumers without relying on second- or third-party data.
Businesses should also start looking at customer retention more proactively. Currently, most are still looking at new acquisitions; however, with the competition in the digital space becoming more and more fierce, customer retention has never been more important.
The death of the cookie
So, Google announced that it would end cookie tracking in early 2023. What does it mean for your business?
Simple. It is pretty bad news, and it will require some drastic changes.
Tracking users across the web is essential to many advertisers and businesses. However, user privacy concerns have become more important to more and more internet users. It came at a time of the implementation of GDPR, which made consumers much more aware of their online privacy. There already is an option for consumers to opt out of the third-party cookies and tracking, but digital advertisers are looking for ways to change their tactics.
Many start implementing first-party data or even zero-party data collection to gather information about the consumers and provide relevant advertising to facilitate sales online.
Zero-party data has been gaining more and more momentum. In brief, it’s data that is given directly by the consumer to a brand. It can be done via a survey, gamification, or simple consumer/brand interaction online.
You should look into boosting your CRM, tools as such data will become crucial once cookie tracking is no longer in place. I’d like to share some of the strategies that you should be ready for in 2022.
What are the marketing trends for 2022? These include,
- Invest in online events
- Own your audiences
- Invest time (and money) in building a strong brand image
- Become a thought-leader and educate rather than hard-sell
- Content is no longer the KING, Simplicity is
- Embrace personalization
- Create business-to-business content
- Become a better storyteller
- Adopt marketing automation
- Think outside the box
To read the full article by Edgaras Katinas, where he expands on these marketing trends, check out https://www.edgaraskatinas.com/en/.
Kompass has solutions to support your business in a cookie-free environment.
Kompass solutions are designed to help our customers identify new opportunities, increase visibility, develop their business and gain international exposure in order to expand to global markets. Whether it’s a large corporation or a small business looking to develop its local market or to export its know-how abroad, Kompass puts a variety of tools at its clients’ fingertips.
Want to increase your VISIBILITY? Take a peek at our special offer for Booster Program!
Need high quality DATA? Check out our special offer on EasyBusiness subscription service.
Looking for GOVERNMENT CONTRACTS? Our Public Tenders platform puts proposals from all over the world at your fingertips.
With Kompass Booster, you can have an online presence for a flat fee- an affordable solution for small businesses. Kompass Booster is the solution that specializes in increasing your SEO, Google Rankings and most important, your online presence. Booster includes videos, catalogs, product posts, offers and business description. You have the power to increase your long-term visibility on the web and stand out from your competitors with a high-quality online presentation of your company in our Global B2B Portal (7 million views per month globally) and search engines. Booster will help you also to increase trustworthiness and legitimacy of your company. This extra layer of credibility is especially reassuring to exporters and importers. Be at the top of search results, increase your B2B sales!
To learn more about our Booster Program, you can watch our short video by clicking here.
EasyBusiness by Kompass
At Kompass, we are always improving and updating our data. Over 53 million companies available to you in 70 countries on EasyBusiness by Kompass.
EasyBusiness is a powerful marketing and segmentation tool that the whole company can use. At its heart is the database with over 14 million business profiles in the United States alone. But the real power of the EasyBusiness tool comes with its crowning feature: the search engine.
The EasyBusiness search engine gives you and your team more than 60 criteria to search with. These include simple things like industry, location, and company size. But it also includes tougher criteria, such as turnover rates.
If your company is going global, EasyBusiness from Kompass North America has a worldwide reach, with more than 43 million business profiles across the world. Access to EasyBusiness is available 24 hours a day with your subscription, so you and your team can access this vital information whenever you need it.
Kompass Public Tenders
Kompass Public Tenders is a service that enables companies to find listings for their needs and promotes linking with professionals in the areas. Kompass is based on the best worldwide tool search engine to find public procurements with an efficient and user-friendly platform. Through Kompass, companies will have access to over 50,000 bids per day, and more than 10 million per year, with 145 languages detected, and 1,700,000 purchasing entities throughout the world. If you are an Export council or organization, which helps US, companies export, Kompass is a great partner to have as a guide to the Global Procurement market.