OnBase: Smashing Sales and Marketing Misalignments Ep. 479 | The Death of Cookies: Is Your Personalization Strategy Doomed?
Episode Summary Kara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provides insights on adapting to a cookieless future through enhanced customer data collection and analytics.
About the guests
Kara Alcamo
Kara is the founder of Alcamo Marketing, a B2B marketing consultancy. With over 15 years of experience in marketing strategy, media, SEO, content, and technology, she started Alcamo Marketing to provide strategic consulting services and execution capabilities. In addition to her marketing expertise, Kara has diverse interests outside of work. She is a proud beekeeper with over 4 beehives, a bunch of chickens, two cats, a dog, and a horse on her regenerative permaculture farm. Kara brings her passion for innovation to her clients, helping leading B2B brands navigate evolving privacy regulations and the cookieless future of digital marketing.
Rachel Curasi
Rachel is the EVP of Activation at Alcamo Marketing. She started her career in media buying and planning where she worked for 10 years and then shifted to B2B media technology and strategy. At Alcamo Marketing, she focuses on overseeing all of the operations, client support, and B2B technology.
Key takeaways
- Privacy concerns and regulations are driving the deprecation of third-party cookies by 2024
- Loss of cookies will impact targeting precision and measurement accuracy for marketers
- Marketers should leverage first-party data through tools like identity resolution
- Focus on personalized experiences to build loyalty and collect more customer data
- Contextual targeting and direct publisher buys are alternative targeting strategies
- Statistical analysis expertise will be needed to properly track and analyze performance
- Investing in data/analytics skills is important for the cookieless future of marketing
Quotes
"I think that even just basic statistical analysis is hugely under-leveraged right now in marketing."-Kara Alcamo
“People want a personalized experience, but at the same time, they don't want it personalized to a point where it gets a little creepy.” -Rachel Curasi
Recommended Resource
Books
-A World Without Email
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