Cookie Changes Means Big Digital Advertising Changes

Google is known to be the largest Internet search company. They are considering a change that will effect how the online browsing activity is tracked. This could shake up the digital advertising industry. Google accounts for about a third of worldwide online ad revenue. They are developing an anonymous identifier for advertising purposes. It would replace third-party cookies. With Third party cookies, advertisers track people’s Internet browsing activity for marketing purposes. The purpose of the anonymous identifier being transmitted to the advertisers is to give consumers more privacy and control over their browsing. This person didn’t want to be identified because Google has not made the proposal public yet even though the company plans to reach out to industry participants in the matter of weeks. The online advertising industry will closely watch Google’s move due to the fact that it’s the industry’s leader and Chrome browser is the world’s most popular browser (zooming past Safari, Internet Explorer and Firefox). The cookie technology is used by the ad industry to build a picture of the consumer’s interests. Once that information is collect, more relevant ad will be shown. It also has raised a privacy concern as well. Apple’s Safari has blocked third party cookies since 2003. If Google follow through with its proposal, consumers will have more control over how they are tracked but on the other hand, the power will be in the hands of the two largest technology companies.  The Interactive Advertising Bureau represents the industry. They want some type of tracking technology available for the advertisers according to Mike Zaneis who is the groups’s general counsel. He doesn’t believe that is the best idea to leave ad identifiers in the hands of large companies like this. Zaneis thinks that the companies could depreciate the use of he identifier on a whim, which will underdetermine in billions of dollars in digital spending. Mozilla is currently battling with IAB who announce a new policy in blocking third party cookies in Firefox by default. Google’s proposal isn’t as drastic because they are developing their own identifier as an alternate tracking tool. The identifier can be reset every year by the browser. The consumer will have the option to create a second identifier for browsing sessions they want to keep private. Advertisers can have access to the identifiers as long as they comply with the terms of the program.

How Digital Is Changing The Marketing Game

Budgets for digital marketing are growing at a rapid rate. Gartner’s Quadrant for multichannel Campaign management shows this. Digital marketing represents about a quarter of an organization’s total marketing spending. Adam Sarner said “that the growth of digital marketing mirrors the shift to a booming digital marketplace. ”When it comes to techniques such as real time, inbound and data-driven marketing its helping companies generate revenue faster. Engaging customers is very important in digital marketing. Marketers are continuously trying to reinvent themselves due to competition. I agree with Sarner when he says that companies should adapt more efficiently especially when there’s plenty of options to choose from such as database marketing, advertising, email marketers and mobile marketing. Content marketing is another area to focus on because social media for an example are always seeking new approaches when it comes to content. Attribution metrics is a concern and is not being handled well and this is something that the users want from vendors.

Digital has changed the B2B marketing landscape by the way companies communicate, advertise and promote themselves to their target markets. In the past, you needed massive budgets to advertise on TV and billboards but now due to digital everyone can reach the medium. You tube is a prime example of its used to market and been seen all over the world in a quick second. In B2B there’s more of a thought leadership and content rich approach to social media. Most people follow to learn something new not be entertained with recycled information. When you put effort into informing and leading with consistency, it will lead to loyalty of followers and income flow. The B2B sectors can exploit the digital channels by generating interesting content by possibly doing “how to “guides, product information, education and training content on video. Digital will continue to evolve so companies need to keep up or get left behind.

http://www.dmnews.com/the-changing-digital-marketing-landscape/article/297061/#

http://www.thedrum.com/news/2011/10/01/new-digital-channels-changes-b2b-marketing-landscape