In a way, being in marketing is like being an animal in the safari. It’s eat or get eaten. The only way to survive in the marketing industry is to stay one step ahead of the rest. But since trends change daily, it’s not surprising when agencies fall through the cracks.
In order to make it another day, brands need to adapt. Mendel Cohen (left), the chief executive officer and founder of Krafted Digital says that staying keen on the ever-changing trends is what can make or break a campaign. For those wanting to stay in the safari, here are some upcoming trends to know about:
Looming Removal of Third Party Cookies
Cookies have been around for a long time, helping marketers collect data and organize more targeted ads. However, that’s all going to change. Recently, Apple has updated its privacy policy to exclude third-party cookies, and Google is working on removing them from Google Chrome.
“Going forward, priorities need to shift to first-party data” says Cohen.
The looming removal of third-party cookies stems from consumers not wanting to feel like they’re being tracked unwillingly. First-party cookies are mainly used to improve a user’s experience. The information is gathered from what the consumers offer freely while online. Marketers can start implementing tactics now to help adjust for the lack of future third-party cookies, such as asking consumers for consent for targeted ads. Secondly, they can invest in data management firms that can help find alternatives to capitalizing on first-party cookies.
Google recently announced the delay of the death of third-party cookies until 2023, so there’s still time to prepare for the change.
Utilize AI in Marketing
Artificial intelligence is a powerful tool for marketers when used correctly. Implementing the software can be as easy as acting on behalf of customer service representatives, offering personalized conversations, or exclusive sales deals.
“The AI learns about your customer base. Every touchpoint helps collect data, but more than that, it can help create loyalty with your audience. The AI can learn from every interaction with the goal of providing the best experience to the user,” explained Cohen.
AI is an innovative marketing tool that can set one brand apart from the rest.
Welcome to the Metaverse
Think of the Metaverse as an online alternate reality where lives are created and lived with currencies and economies. People will live as if in real-time in the Metaverse. It is an entirely new platform for marketers, a blank canvas, a barren field waiting to grow. It’s a new opportunity for strong branding and customer acquisition. Marketers can insert their branding all over the Metaverse, and users would be able to interact or experience a product or service. For this reason, Cohen notes that whatever happens in the Metaverse should be reflected in real life. Marketing campaigns can be designed to be synonymous with both the Metaverse and reality.
“Those who get on board early will be considered pioneers of the newest wave of marketing,” says Cohen.
Remember when we all thought Facebook was a ground-breaking thing?
The Impact of Influencer Marketing
Unlike the Metaverse, influencer marketing has been around a while. In 2021, it was reported to be worth nearly $13.8 billion. Cohen explained that while influencer marketing can be used on almost any platform, TikTok and Instagram is where it is booming, and believe it or not, celebrity influencers aren’t always the best avenue for a good ROI. An influencer for a campaign should be carefully and hand-selected.
To get the most out of this strategy, Cohen says marketers need to remember to design campaigns that will resonate with the influencer’s audience, even if it is different from the brand’s usual audience.
Change in Content
Another marketing craze making its mark is a jump in native content. This type of content is, simply put, advertising in disguise. Native content often doesn’t appear as an ad, and it results in more user engagement or views. Some common examples of native content can be SnapChat filters, Spotify playlists, social media In-feed ads, sponsored blog posts, and more. This type of content is usually in long-form and offers a lot of value to readers. Say so long to blunt advertising. Cohen says, “going forward, content will need to be native and valuable. ”
Staying ahead of the game will keep you around in the safari and make sure that you and your brand stay relevant. Learning alternatives to third-party cookies, understanding artificial intelligence, delving into the Metaverse, and more is a great place to start. It is an ever-changing world filled with uncertainties. It seems the one thing that is certain is change. Being smart enough to adapt to the changes will make all the difference.
Mendel Cohen is the CEO and Founder at Krafted Digital, a Miami-based Digital Agency helping brands grow through data-driven online marketing strategies. As a tech entrepreneur and marketing expert, Mendel frequently shares insights on trends facing the digital marketing space. Cohen is also involved in ventures in the software industry, co-founding and partnering in numerous tech companies.
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