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We were honored to be a part of the panel discussion during Google’s August 27th “Marketing in an Evolving Ecosystem” webinar, covering the new digital marketing landscape. We hope you were able to attend. If not, we wanted to share our own Scott Sullivan’s answers to privacy-related questions posed in the Q&A. Take a look.
Question:
What are some guiding principles that marketers, agencies and partners should embrace as we navigate privacy-friendly marketing today? What should they be thinking about for the rest of 2020 and beyond?
Our Answer:
We think there are three guiding principles marketers should embrace:
- Put First-Party Data First. With privacy laws cracking down on how advertisers use third-party data collected from other organizations, first-party data is in the spotlight more than ever. According to a recent BCG study, nine out of 10 marketers said it is very important to their digital marketing efforts. Yet, they found less than 30% are collecting first-party data and integrating it across channels!
- Control and Centralize Data, Take a Data Clean Room Approach. Marketing organizations need to gain control of their data and mitigate risk to their brand and consumers. Integrating analytics and media functions under one roof isn’t just an efficiency play. Keeping a tight lid on your data operation is critical to protecting brand reputation. It also means accessing all data in ways that respect user privacy, like utilizing a data cleanroom approach.
- Embrace the Cloud. The most mature marketers are embracing a cloud-based solution like the Google Cloud Platform that can help to make sense of the wealth of signals you’re collecting. Products like BigQuery help marketers to comb through the data, surface insights and activate more of their first-party data to build predictive models that drive campaigns.
- Ask yourselves honestly, do we have a culture around privacy that is embraced? If not, this is where you need to start
- Do you have your own Marketing Data Warehouse? If you don’t, you’re already behind.
- Get familiar with Google Ads Data Hub, which is another area where you don’t want to be left behind.
Registration for this webinar is now closed. Check back soon for on-demand access.