THE IMPORTANCE OF INTERNAL DATA IN A WORLD WITHOUT COOKIES
Cookies, or connection witnesses, are text files which make it possible to follow the online course of a user . They provide marketers with a range of useful data to develop targeted advertising campaigns and measure their impact. For several years, we had already witnessed an erosion of their scope. In 2017, Safari banned the individual tracking of Internet users and Firefox did the same in 2019.
Google, following the data protection trend, announced that 2023 will mark the end of third-party cookie support in Chrome. With this browser alone having a 65% market share, the news shook the digital marketing industry. The “third-party cookie apocalypse” indeed means that companies, in 2022, will imperatively have to develop new ways of working .
Google also estimates that companies that do not reconfigure the management of their data and their ads risk losing between 50% and 70% of their income. The solution to this thorny situation lies in the first party data, this data collected and managed by the companies themselves and of which they are the owners. According to the Deloitte study, 61% of high-growth companies rely on the use of internal data.
In 2022, multiply the opportunities to collect data from your targets. To grow your database, consider:
- Integrate forms into your website to qualify your leads (based on the criteria that matter most to your business).
- Publish interactive content on your social networks (contests, quizzes, surveys, etc.)
- Create events (in-person, online, or hybrid) to collect attendee feedback and email addresses.
- Produce timeless and informative content (such as white papers or video tips) intended to be sent by email to those who want them.
And to make efficient and intelligent use of this data:
- Integrate all this information with a CRM to develop and maintain a targeted customer relationship.
- Segment your database and implement a personalized email marketing strategy to address the specific concerns of your prospects and customers.
The important aspect of Twitch and technology market
Streaming online – It’s the biggest trend right now. After the pandemic started, people tended to watch others’ lives. You can start streaming online and get more people to watch it online. Twitch is the biggest streaming platform. Twitch live viewers are one of the most essential parts of success on the platform, they bring importance and value to your name and channel. get more attention from the viewers when you connect with them via chat and enjoy the process
THE ESSENTIAL DATA ANALYSIS
More than ever, with the announced disappearance of third-party cookies, your company will need an expert in data analysis. In 2022, he’s the resource person everyone wants on their team.
Able to extract meaning from the fragmented information you possess, your data analyst will know how to use his knowledge to establish effective strategies . Your creative teams can then have fun shaping them!
Software can help interpret the data . Google itself provides website owners with various interconnected data collection, management and analysis tools.
Among these is the well-known platform that is Google Analytics. Its most recent version, Google Analytics 4 (GA4), adapts to the world without third-party cookies. It integrates “Machine Learning” to overcome the lack of data, so as to identify trends and even make predictions from your equipment. It is possible to train in the analysis tools of the Google suite to clarify the direction to take and orchestrate all the web strategies that will be in vogue in 2022.
THE FABRIC OF YOUR DIGITAL SUCCESS SIGNED “INBOUND MARKETING”
In the end, everything fits! Every little thread ends up contributing to the strength of the fabric… (Understand: every trending strategy we’ve identified for the year 2022 works hand in hand with the others to boost ultimate results.) And it all fits into an inbound marketing logic that focuses on the development of customer relations.
In 2022, strive to: direct visitors to your company’s site, collect their information to expand your owner database, engage and maintain discussions with your targets to convert them into leads and then into customers, gain their trust and retain them.