Navigating the Post-Cookie Era: A Strategic Approach for 2024.December 25, 2023
In the ever-evolving landscape of digital marketing, the looming deprecation of cookies has been a perennial topic of discussion. However, Andrew Eklund, the visionary founder of Ciceron, offers a refreshing perspective—one that transcends the cookie debate and centers around proactive strategies for the future.
Eklund advocates a forward-thinking mindset that doesn’t hinge on the uncertainties of when or if cookie deprecation will occur. Instead, he encourages brands to anticipate a reality where cookie-based identifiers may not be available. The key is to be prepared, irrespective of the timeline of this industry shift.
The Power of Best Practices
Ciceron is currently guiding its clients through a journey of best practices, emphasizing the foundation of modeling campaigns after first-party data. The richness of data within organizations, spanning CRM, acquired data, sales, and research, becomes a constellation leading to a profound understanding of audiences.
Audience Design: A Process of Discovery
Through its innovative Audience Design process, Ciceron facilitates true discovery and understanding. This process entails identifying where diverse data sources reside within the organization and constructing a comprehensive view of audiences. But more important than just data, the agency spends special focus on the human data that sits within unstructured conversations. Recorded call data, conversation notes in CRM, and internal meetings converted into data and processed by human-prompted AI, all provide valuable nuances well beyond what’s mostly captured onto in zeroes and ones. Beyond understanding today’s audience, the focus is on identifying future growth audiences and potential shifts in behavior.
Cutting Through the Noise
Eklund urges the industry to move beyond the noise surrounding cookie deprecation. Instead, he underscores the importance of doing things right, differentiating strategies, and maintaining a laser focus on performance. By understanding and engaging the right audiences, marketing dollars can achieve optimal ROI and conversion rates, regardless of external uncertainties.
Confidence in Action
The prevailing narrative often fixates on waiting for the resolution of cookie-related issues. Eklund, however, rejects this passive approach, advocating for an aggressive and confident stance. By doing so, brands can not only navigate the challenges but also distance themselves from competitors, ensuring a strategic advantage in the evolving digital landscape.
In conclusion, Eklund’s approach emphasizes the proactive pursuit of excellence, asserting that success lies in strategic moves rather than waiting for industry shifts. As the marketing landscape transforms, this perspective from Ciceron sets a bold and confident tone for brands ready to embrace the future.