Mindful marketing can transform our cookie-dependent industry – AdExchanger

Data-driven thinking“is written by members of the media community and contains new ideas on the digital revolution in media.

Today’s column is written by Erica Schmidt, Global CEO of Matterkind.

Web marketing is undergoing a monumental change as third-party cookies are phased out.

But the real problem is, our industry has gotten so used to it that we missed an important fact: Cookies were never meant to do the heavy lifting that we rely on.

These small pieces of tracking data often send mixed or incorrect signals to potential customers, resulting in intrusive, annoying, or even alienating messages. They are also not effective at providing marketers with the information needed to connect a message to a sale, that is, to measure performance. Identity is often disconnected, data is often skewed or incomplete, and brands have a habit of beating customers over their heads with too many ads.

But with every challenge comes an opportunity.

Marketers should use this time to think differently about identity. By applying new concepts and using smart technology like AI to assess and respond to data and information in real time, we can create more insightful, privacy-friendly messages and deliver richer and more ad experiences. enriching.

The Basics of Conscious Marketing

Good future identity solutions will involve aware marketing, which means brands must take a deliberate and respectful approach to communicating with people while being responsible and accountable to their own business.

This requires connecting messages that are respectful, inclusive, relevant, timely and engaging with real people – and this cannot be done without an identity.

The right solution will depend on a brand’s goals, capabilities and infrastructure. But, in general, good identity solutions should follow these principles:

  • Only use data that necessary to create a personalized experience. Avoid collecting all available information just because it is available.
  • Remove bias from datasets to avoid sending outdated, insulting, or alienating messages.
  • Be specific in communication. Don’t overwhelm or annoy people with repetitive messages.
  • Be respectful of privacy.

Always address people with kindness and sensitivity.

The heart of the internet is at stake

What happens if we fail with conscious marketing? Customers have bad experiences, brands operate in the dark, and the World Wide Web is becoming more siled than it already is.

Some big players are already keeping more customer data in what are called walled gardens, which has led many publishers to switch from ad-based models to subscription-based models in an effort to continue offering platforms. -viable and valuable forms to their customers.

And with regulatory changes coming but not yet fully defined, some publishers are focusing on protecting data for their own use. While understandable, this can also lead to a scenario where advertisers may be more disconnected from their customers.

This is the exact opposite of the original purpose of the Internet. The core value of the Internet – free content and great experiences in return for well-targeted and relevant advertising – is at stake.

Conscious marketing also means cost savings

We have the opportunity to reinvent marketing and reach people in a way they value and find rewarding. In addition, making our messages more welcoming, specific and effective has the added effect of saving money. Brands communicate less and avoid over-saturating customers.

Mindful marketing also helps us realize the proposition of getting the right message to the right person at the right time on the right platform (which we have collectively been striving for since the invention of online advertising).

How will the sophisticated marketers of the 21st century operate? Let’s start by making future solutions better than the ones we’ve used in the past.

Follow Matterkind (@Matterkind) and AdExchanger (@adexchanger) on Twitter.

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