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8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger - Marketing Dive

8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger - Marketing Dive | The Marteq Alert | Scoop.it
Outside of pandemic demands, marketers made one item a top priority in 2020: first-party data. As cookies and mainstay methods of in-app tracking go the way of the dinosaur, forging a personal connection with consumers has become essential, but will prove more challenging than conducting digital marketing the old way.

"It was definitely simpler to collect that [third-party] data," said Raphael Ravilla, partner, media and connections planning at Marcus Thomas. "It's going to be harder to collect first-party data that's authenticated and whatnot, but it's going to: 1.) make marketers try harder to get that data, but 2.) it's also going to be cleaner data than what we were using."
CYDigital/marteq.io's insight:

Wrong! Zero-party data!

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Zoho Privacy Survey Finds 62% of Businesses Aren’t Telling Customers About Third-Party Ad Trackers Collecting Their Data | Business Wire

Zoho Privacy Survey Finds 62% of Businesses Aren’t Telling Customers About Third-Party Ad Trackers Collecting Their Data | Business Wire | The Marteq Alert | Scoop.it
Polling more than 1,400 business leaders at companies of varying sizes and industries, the survey found that third-party ad tracking is ubiquitous — 100% of respondents said their companies allow it, and 57% are “comfortable” or “very comfortable” with the way third-parties use customer data. Out of 1,220 respondents willing to share thoughts on their data privacy policies, 55% claim to have well-defined consumer data privacy policies that are strictly applied. The findings also show that the more a business relies on surveillance data to drive revenue, the more comfortable they are with the practice.

What's more, the majority of businesses do not see it necessary to inform customers that they are being tracked. B2B businesses are more likely to keep third-party ad tracking secret from customers, with 72% admitting they know tracking happens and don’t inform customers, compared to 58% of B2C respondents. This business practice is also true in California, the only U.S. state with a consumer data privacy law. Nearly 70% of California companies don’t inform customers that they allow third-party ad trackers on their websites, yet 56% say their company has a well-defined, documented policy to customer data privacy that is strictly applied.
CYDigital/marteq.io's insight:

This really is mind-boggling, but an opportunity to build trust and transparency by their competitors at the expense of the aforementioned respondents.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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7 Ways to Successfully Migrate From Third-Party Data - CMSwire

7 Ways to Successfully Migrate From Third-Party Data - CMSwire | The Marteq Alert | Scoop.it
1. Consider Software for First-Party Data
2. Keep Scale in Mind: To get the maximum benefit out of first-party data, maximize its scalability.
3. Prioritize Use Cases: identifying and prioritizing the use cases that a company plans to deploy to make intelligent, strategic use of that first-party data.
4. Improve Content Alignment With Target Market
5. Use the Right Technology Architecture
6. Control and Centralize Data
7. Human Enablement: Human enablement involves making sure that the organization is actually prepared from a skills and workflows standpoint to deploy use cases and technology effectively.
CYDigital/marteq.io's insight:

NOPE! Consider software for Zero-Party Data! Why invest in an inferior source of data when the far better choice is available...right now?

 

Hint: that's what we do!

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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How The Telegraph Is Building a Future Free From Third-Party Cookies - AdWeek

How The Telegraph Is Building a Future Free From Third-Party Cookies - AdWeek | The Marteq Alert | Scoop.it
The Telegraph has been building up its first-party data trove since introducing its subscriber-first strategy in 2017. In October, it had 525,000 print and digital subscribers, plus 6.8 million registered users (who can access several articles a week in exchange for an email address), nearing its goal of 1 million subscribers and 10 million registrants by 2023.

With Unity, ad buyers can use their own first-party data pools to locate and match audiences. Using secure data clean rooms called bunkers from tech platform InfoSum, marketers can only target The Telegraph audience that overlaps with the marketers’ own databases. These types of second-party data deals have been gaining steam now that there are more reliable ways to guarantee against the leakage of valuable data.

Third-party cookies have a limited shelf life, and publishers like The Washington Post, Insider and Vice are exploring a future without them. Ad buyers can still target audiences using cookie-based identifiers, but they are becoming less effective as web browser makers increase opacity to protect user privacy.
CYDigital/marteq.io's insight:

The publishers collects a boatload of first party data on its consumers, and correlates the data with the advertiser's first party data to derive targeting. Yet it's still short of direct delivery of data from consumers to advertisers. It's a step up, but still not nearly as powerful as extended zero party data.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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