Podcasts for marketers and Google’s stance on tracking: Monday’s daily brief

our next online conference, which will open March 16-17. I ask why I am excited. Last but not least. As many of you are sure, it takes a lot of work and planning for an event like this.

But I watched the content, chatted with some special guests, and everything went well. The topic I will focus on is changing the customer, not just the consumer but also the B2B purchasing team. With the “home revolution,” shoppers living a digital life expect more than just branded transactions. They hope that consumer brands reflect their values, that B2B brands are supportive partners, and seek lasting relationships everywhere.

How podcasts can add value to your marketing

So you want to start a podcast or webinar series? If you want to do it because everyone is different, you can stop now, writes marketing strategist Ryan Phelan in a new article for MarTech Today. ‘(P) broadcasts and webinars are cheap tickets to live events, but they are not Campo dos Sonhos. You can do it, but people don’t come unless you give something back. “It’s worth listening to, it takes time, budget, discipline, and dedication.”

There are important questions every marketer needs to be able to answer before diving into the terrifying waters of podcasts (or even a video, webinar, or similar event). Is it in line with your broad marketing strategy? Can you eliminate the noise by adding value to your potential audience? Do you have resources? Can you bring quality guests?

“Everything we do as individuals or as a company adds value or damages the brand,” writes Phelan. So starting a test like a podcast or a vidcast is a double-edged sword. If you are successful, great! If not, can you damage your brand? contributes to the goal of better informing people through shared experiences.

Marketers respond to Google’s attitude towards tracking

Last week, Google’s FLoC initiative for private sandboxes doubled down (basically a way to track the online behavior of groups with similar interests rather than individuals) and also said it won’t provide alternative IDs. or not to use it. on the one hand, a line is drawn with Apple, Google, and the proponents of primary database identifiers; Facebook, on the other hand.

There have been a lot of reactions to the virtual mirror. Here are a few:

This is the car with next-generation advertising technology that aims to find solutions to reach a large audience without third-party cookies. This fragmentation, already underway, will take some time to determine its effectiveness. Try to find out what a comparable or better return on ad spends than solutions to focus on third-party cookies. Google seems to have a lot of faith in the FLOCs. Patrick O’Leary, founder, and CEO, Booster

“Google’s current announcement warns marketers that they are breaking their reliance on third-party data and reconsidering data strategies in their organizations. It is richer and more influential when it arrives. It improves campaign performance. Verify. Time and Customer Trust Management Johnson Company CEO, profession

Adtech has finally seen the other shoes drop, and Google has announced that it will not use or develop alternative third-party tracking methods. Together, Apple and Google’s privacy controls force Facebook to complain about old tracking methods, while adtech innovators use these solutions. Third-party cookies now face a peaceful future. More importantly for brands, today’s news indicates that marketers and advertisers will increasingly rely on the primary and external data customers want to provide in their direct interaction, said Mike Herrick, the airline’s chief technology officer.

Herrick points out that based on the logic of the ad, there is no reason why Google shouldn’t follow the actions of Apple’s IDFA, which should force consumers to sign up to monitor application activity on Android devices.

How a podcast can add value to your marketing

I especially miss networking and socializing, which is just as attractive for business conferences as sales and training. I miss my friends and people who feel what they need in advance.

As we enter our second year of a pandemic (shake your head), I see what 13 months of disconnecting from personal contact have done for us: how hard it is to share what works and what doesn’t, especially for us, doesn’t it ‘ t it. the manuals had to be rewritten in 2020 due to unforeseen challenges.

It was not easy. Many of us are stressed, exhausted, exhausted, and without the inspiration that digital marketing provides us. Much of this stems from the disconnect that cannot be resolved with Zoom.

The network continues, but now it is different

For example, our email business relies on the work of people like me and my colleagues. We work for a variety of companies, often tough competitors, but in the pre-COVID era, we share our knowledge and experiences during conferences, interactive sessions, and post-event happy hours. This shared knowledge has increased everyone and made everyone smarter.

When live events ended in 2020, virtual conferences took their place. The technology has become less flawed, although the lack of informal networks makes it less attractive to me.

But more than virtual conferences, online audio has taken off, be it podcasts, webinars or vidcasts, or even emerging platforms like Clubhouse. We are constantly surrounded by content to fill the void created by the loss of personal events.

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