Cheetah Digital – Search Engine Land News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Fri, 22 Oct 2021 16:14:31 +0000 en-US hourly 1 4 ways marketers can turn innovation into action /4-ways-marketers-can-turn-innovation-into-action-375440 Mon, 25 Oct 2021 11:00:00 +0000 /?p=375440 Why innovation and native actions are the heart of today's marketing technology solutions.

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Consumer demands are ever-evolving. It’s what makes the role of the marketer equal parts exciting and frustrating. As the world has changed rapidly in the last 18 months, so has the game for B2C marketers – making the concept of engaging consumers across the entire customer lifecycle in a unified approach essential. This article will look at four key tenets to delivering just that.

The value exchange economy 

Acquiring new customers, and gathering the personal and preference data required to deliver better offers, content and experiences are significantly more effective when you’re able to articulate the value you’re offering in return – this is the value exchange economy. 

This can be something immediate and tangible — a prize, discount or personalized recommendation — or slightly more long-term, where you ask about specific interests and needs in order to deliver bespoke news, tailored advice or exclusive access and so on. 

Marketers can deliver this through interactive experiences that ask pertinent questions and incorporate reward mechanics that give consumers a genuine reason to engage and submit their data. 

Real-time engagement 

Digitally savvy consumers who have long demanded next-day shipping, live-tracking of their brunch and dates at the swipe of a finger expect real-time engagement.

Consumers interact with a brand on multiple channels, oftentimes unpredictably. The way to engage with these consumers is through real-time, hyper-personalized experiences powered by machine learning. 

That means providing the right offer, on the right channel, at the right time, a strategy which, according to Gartner, is 10x more effective than traditional outbound campaigns.

Unified loyalty 

A loyalty program shouldn’t be a standalone, isolated tactic that sits siloed from the rest of your marketing strategy.

An effective loyalty program must be connected to an omnichannel engagement system, at the heart of your marketing function. This empowers you to talk to customers and prospects differently and gives you the tools to stand out from competitors, grow profitability and create long-lasting, more meaningful relationships. 

To the customer, this should appear seamless, but to be done effectively, SMS, mobile wallet, website, email, POS and social media are all talking to one another and delivering a consistent experience. 

Learn more on omnichannel personalization

Truly knowing your customer

The ability to deliver all we have discussed above requires these strategies to be powered by up-to-date data, housed in a sound ecosystem. However, 27% of marketers believe data is the key obstacle to personalization. 

Changes in the buying journey from linear to multi-channel have required new methods to understand customer behavior. Adding AI and ML to your programs enables highly relevant, personalized, and contextually aware offers and empowers you to truly understand your customers’ behaviors, past histories, and what action they will take in the future.

Signals21- the award-winning virtual content series for marketers – is live. Whether you’re seeking that utopian single source of truth of the customer, how to use mobile across the entire customer lifecycle, or just want to be entertained and motivated by world-leading brands, we have a session for you. 

Register for Signals21

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Clarity in an uncertain future: Cookies, privacy, and marketing roadblocks /clarity-in-an-uncertain-future-cookies-privacy-and-marketing-roadblocks-375162 Tue, 19 Oct 2021 11:00:32 +0000 /?p=375162 A call for true personalization.

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This isn’t news for brand marketers, but I need a fitting intro. At Signals21 this week, we took a deep dive into how Google has cemented plans to comprehensively curtail third-party cookie tracking within the next couple of years, and Firefox, Safari et al. are scrambling to follow suit. Throw in Apple’s recent changes to its Identifier for Advertisers (IDFA) and privacy legislation sweeping the globe, the way in which marketers connect with consumers is undergoing radical and irretrievable change.

Watch the session on-demand

The numbers are compelling. The 2021 Digital Consumer Trends Index polled over 5,000 global consumers, and 66% declared that ads based on cookies and tracked behavior were creepy, not cool. Furthermore, numbers show a mere 4% of Apple users are opting into app tracking for advertisers, and that number is predicted to only dwindle.

It’s unlikely Google FLoC (cohort-based advertising) is going to be the silver bullet, and I like to think as marketers, we’ve matured beyond shouty spray-and-pray advertising formats. There isn’t going to be a magic replacement for the cookie, so what do marketers do next to deliver more personalization and also meet privacy demands?

To move forward and build lasting, more meaningful relationships with consumers, marketers need to embrace the zero-party data economy. 

Zero-party data is the gold standard of data, and it’s the rocket fuel behind the true personalization consumers crave today. It’s defined as a class of data “a consumer voluntarily and intentionally shares with a brand.” Unlike first- and third-party data, this means zero-party data can go beyond past behaviors and preferences to offer insights into people’s motivations, intentions, and interests. Zero-party data allows brands to build direct relationships with consumers and, in turn, better personalize their marketing efforts, offers, and product recommendations.

This may sound a lot like first-party data with a 2019 rebrand, but zero-party data is collected directly from your customers and not by using cookies. Alas, it’s not simply a case of ask, and you shall receive – digital consumers are more scrupulous than ever when it comes to handing over their personal details and preference data. You need to offer a value exchange.

Consumers need to be entertained, engaged and receive something in return for their attention and preference data. Brand marketers can deliver this through interactive experiences that conduct research, accrue opt-ins and deliver an altogether better experience with a value exchange for the consumer. Questionnaires, polls, quizzes, contests or social stories can incorporate reward mechanics that give consumers a genuine reason to engage and submit their first- and zero-party data. 

Moving to a zero-party data strategy means that your audience building and profiling doesn’t stop, but that it also allows for change. This keeps your data accurate, relevant and current because the data points come directly from your audience. For proactive marketers, there has never been a better time to explore a zero-party data strategy.

Register for Signals21 for more insight on how marketers can tackle the biggest challenges they face today.

Register for Signals21

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