As a marketer, you know that the digital landscape is always changing. That’s why it’s important to make sure you’re equipped with the right tools every step of the way – no matter how rapidly things change. You want to ensure your strategies and tactics stay ahead of any changes in technology or consumer behavior, so what new marketing strategies should be in your toolbox in 2023?
Discover what industry leaders from Experian, Adweek, FreeWheel, Tubi, and Instacart had to say about what should be in every marketer’s toolbox in 2023 at Cannes.
Keep reading to learn the top four new marketing strategies you need in your marketing toolbox for 2023 and beyond.
1. A plan for signal loss
The first item you should have in your marketing toolbox is a plan for signal loss.
The phasing out of third-party cookies presents both a challenge and an opportunity. This shift not only poses challenges but also opens up opportunities for alternative strategies.
On the one hand, it makes it more difficult to track users across channels and measure the effectiveness of marketing campaigns. On the other hand, it forces marketers to focus on building relationships with their customers and collecting first-party data.
Consumer behavior is changing
When we consider signal loss in a traditional sense, we think of the implementation of iOS 14, where we couldn’t track click-based data from campaigns. It’s important to reflect on the fact that the paid media ecosystem needed to adapt to new consumer realities.
Younger demographics are less likely to click on ads and instead engage in video environments. They discover brands through platforms like TikTok or Instagram. It’s crucial to understand how people behave, where they discover products, and where influence takes place. This understanding becomes even more vital when targeting a young audience demographic.
Four things to consider when planning for signal loss
There are four things you should consider when building out a plan to address signal loss and fragmentation.
Channel diversification
You need to reach your customers on the channels where they are already spending time, such as social media, email, and your own website. You should work with platforms that have first-party data to understand how your customers interact with your brand.
Data privacy
You need to be transparent about how you are collecting and using customer data. You should also anonymize data whenever possible.
First-party data
First-party data is now more crucial than ever, awakening its importance in shaping our actions. The combination of channel diversification and first-party data will be essential in the years to come. By focusing on these two areas, you can build stronger customer relationships and create more effective marketing campaigns.
Contextual targeting
Contextual targeting is emerging as a viable method to deliver more relevant content to your intended audience.
By embracing signal loss, the alternative new marketing strategies that are emerging as a result, and adopting a privacy-centric mindset, you can navigate cookie deprecation.
2. Collaboration
The second item you should have in your marketing toolbox is collaboration within the AdTech ecosystem.
To address signal loss and changes in privacy, moving toward a more collaborative, holistic marketing ecosystem is key.
Two ways we can achieve better collaboration
Here are two ways we can create better collaboration in the AdTech ecosystem.
Enable interoperability
We should aim to create an ecosystem that fosters collaboration between marketers, publishers, advertisers, ad tech companies, and more. When we enable seamless interoperability, everyone can use the best data available.
Use clean rooms
We are witnessing a growing trend of collaboration between parties, where buyers and sellers share data in these secure environments. Clean rooms can help us develop data strategies in a controlled manner.
3. Generative artificial intelligence (AI)
The third tool you should have in your marketing toolbox is generative AI.
Benefits of implementing AI
There are three main benefits to implementing AI within your marketing strategy.
Enables creativity
Although AI and machine learning have long been part of our toolbox, this moment marks an extraordinary acceleration that expands our capabilities. Copywriters can now create visuals, and art directors can write compelling copy. It’s an extension of what we’re capable of, potentially alleviating the burden of repetitive tasks and enabling more time for collaboration, creativity, and strategic thinking.
By embracing generative AI, we can preserve valuable talent, prevent burnout, and invigorate the advertising industry.
Enables more personalization
The rise of personalization with AI has significantly increased the demand for tailored experiences. People now willingly allow AI agents to read their emails, hoping for quicker and easier responses. This shift signifies a change in the previous emphasis on privacy and consumer preferences. Consumers now see the value in exchanging personal information for more targeted services.
E-commerce has already witnessed this transformation with customized ads based on individual preferences and behaviors. For instance, if a CPG brand notices you’re not purchasing meat, they won’t serve you ads for meat products.
However, it’s crucial to strike the right balance between being useful and intrusive. Users want relevant information that aligns with their needs without feeling intruded upon.
As we navigate this path, we must ensure that personalization remains beneficial and respectful of user preferences.
Helps drive impactful results and customer satisfaction
The tool is a perfect analogy for improving your job performance and business operations. Having the right data input to feed the machine is crucial, just like using the right ingredients to cook a perfect meal. Keeping the consumer in mind throughout the process is key. You can ensure customer satisfaction by putting the right ingredients in and allowing the machine to work its magic. Scaling up, repeating, and refining the process will drive impactful results.
4. First-party data
The fourth item you should have in your marketing toolbox is first-party data.
Benefits of implementing a first-party data strategy
Moving from a third-party cookie world to a first-party cookie world brings about significant transformation. Here are two benefits of implementing a first-party data strategy.
Greater accuracy
The shift to first-party cookies ensures greater accuracy, enabling us to establish critical mass through secure partnerships. This empowers us to strengthen and refine our personalization capabilities, much like Amazon’s ability to anticipate customer needs before they arise. When you can predict and understand customer behaviors with remarkable precision, you can reach your customers with tailored and creative ads.
“Building a robust first-party data strategy should be a central discussion for marketers, involving key stakeholders such as CEOs and CMOs. Quality and precise data are paramount, and while first-party relationships with consumers form the foundation, even established brands benefit from strategic partnerships. Together, we can unlock the potential of accurate and meaningful data-driven marketing.”
jeremy hlavacek, cco, experian
Identify high-growth audiences
First-party data can help you identify audiences with the greatest growth potential, ultimately optimizing marketing dollars for greater efficiency.
Watch our Cannes panel for more new marketing strategies for 2023
We hosted a panel with Adweek in Cannes that covered what should be in every marketer’s toolbox this year. Check out the full recording below to hear from leaders at Tubi, Freewheel, Instacart, Adweek, and Experian.
Check out more Cannes content:
- Our key takeaways from Cannes Lions 2023
- Insights from a first-time attendee
- Exploring the opportunities in streaming TV advertising
- The future of identity in cookieless advertising
- Maximize ad targeting with supply-side advertising
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
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At Experian, we understand the importance of audience targeting when it comes to crafting a successful marketing campaign. That's why we've invested in developing 2,400+ syndicated audiences, which span across multiple verticals and categories, including demographic, and lifestyle and interest data. We are excited to share a curated list of audience recommendations to support your campaign planning so you can confidently connect with your audience. What separates Experian’s syndicated audiences Readily available on-the-shelf for activation of most major ad platforms, including the Trade Desk, Cadent, Microsoft, and Yahoo. Our audiences span 15 data verticals and categories including demographics, auto, retail purchases, lifestyle and interests, financial, and travel. With our history in data management and participation in industry standards groups, we have the expertise to build audiences that are built for privacy and focused on accuracy. New audience segments to consider for Q4 campaign planning These new audiences, recently released on major platforms, offer unique opportunities to align your campaign planning with the latest consumer trends and behaviors. Here are four new Experian audiences to include in your Q4 campaign planning: Holiday Shoppers: Black Friday Holiday Travel – Budget Savvy Airline Geo-Indexed Audiences – Hybrid Vehicle 24-Month Future Car Buyers Seasonal audiences for Q4 Political audiences As the 2024 election approaches, moving beyond broad categorizations like “Democrat,” “Republican,” or “Independent” is crucial. Voters want candidates who align with their beliefs and values and Experian’s political personas offer a nuanced understanding of American voters to craft tailored engagement strategies. Experian has created 10 political personas to help better understand the American voter so you can reach consumers based on their viewpoints on key political issues. Additionally, over 200 politically relevant Experian audiences are available for activation on-the-shelf of the leading TV, demand, and supply platforms. Learn more here Holiday audiences This upcoming holiday season serves as the perfect opportunity to drive sales and build customer relationships. Experian has recently introduced 19 new audiences that can help you reach relevant shoppers across major ad platforms including TV and programmatic. By using Experian’s audiences in your holiday advertising campaigns, you can reach last-minute shoppers, discount-seeking shoppers, gift-givers, and holiday travelers. Just as shoppers seek the perfect gifts, your holiday advertising campaigns can capture the right shoppers this holiday season with the right strategy. Read our holiday audience guide now Our top 10 audience recommendations for Q4 Based on the top Experian audiences activated in Q4 of 2023, our top 10 list is designed to help agencies and media buyers plan data-driven advertising campaigns. Household income level 1) $100,000+: This segment contains consumers who are likely to have an estimated household income of $100,000+. 2) $75,000+: This segment contains consumers who are likely to have an estimated household income of $75,000+. Demographics 3) Ages: 25-54: This segment contains consumers who are likely to be aged 25-54. 4) Ages: 30-39: This segment contains consumers who are likely to be aged 30-39. 5) Ages: 35-39: This segment contains consumers who are likely to be aged 35-39. 6) Ages: 40-49: This segment contains consumers who are likely to be aged 40-49. Homeowners 7) Homeowner: This segment contains consumers who are likely to be homeowners. Military 8) Inactive: This segment contains consumers who are likely to be inactive military. Automotive 9) In-market for a small, mid-size SUV: This segment contains consumers who are likely to be in the market to buy a mid-size SUV in the next 180 days. 10) In-market for a full-size SUV: This segment contains consumers who are likely to be in the market to buy a full-size SUV in the next 180 days. You can find the complete audience segment name in the appendix. Activate the right audiences with Experian When you choose Experian’s syndicated audiences, you gain access to over 2,400 audiences that span across 15 verticals and categories. These audiences are directly available for activation on over 30 platforms and can be sent to over 200 media platforms. Experian is ranked #1 for data accuracy (as validated by Truthset), and Experian Marketing Data is the foundation for successful targeting, enrichment, and activation. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Connect with our audience team Appendix Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post. New audiences Autos, Cars and Trucks > Near Market > 24-Month Future Car Buyers Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday Autos, Cars and Trucks > Ownership – Geo-Indexed > Geo-Indexed Audiences –Hybrid Vehicle Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers Household income level Demographics > Household Income (HHI) > $100,000+ Demographics > Household Income (HHI) > $75,000+ Demographics: Ages Demographics > Ages > 25-54 Demographics > Ages > 30-39 Demographics > Ages > 35-39 Demographics > Ages > 40-49 Homeowners Demographics > Homeowners/Renters > Homeowner Military Lifestyle and Interests (Affinity) > Occupation > Military – Inactive Automotive Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV Autos, Cars and Trucks > In Market-Body Styles > Full-Size SUVs Latest posts
Experian, the leader in powering data-driven advertising through connectivity, is thrilled to unveil our latest solution, Digital Graph and Marketing Attributes. This joint solution supplies marketers and platforms with the insights and connectivity needed to understand who their customers are and reach them across digital channels. The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer. Omnichannel media consumption results in scattered data, making it harder for marketers and platforms to understand consumer behavior and reach them across channels. These challenges call for a comprehensive solution. Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes, like demographic and behavioral data, marketers and platforms also gain a better understanding of their customers. This solution uses Experian’s Living Unit ID (LUID) to combine offline and digital data, giving customers deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility. Benefits of Digital Graph and Marketing Attributes Both our Digital Graph and Marketing Attributes provide value to clients as standalone products. When clients license our Digital Graph and Marketing Attributes joint solution, they have more data at their fingertips, unlocking: Consumer connectivity: When clients license Experian’s Digital Graph, they get access to digital identifiers like mobile ad IDs (MAIDs), connected TV (CTV) IDs, hashed emails (HEMs), and universal IDs so they can target the right consumers with the relevant messages across all digital media channels. Consumer insights: Experian’s 5,000 Marketing Attributes provide our clients with detailed consumer information and insights, such as age, gender, purchase behaviors, and content consumption habits. Marketing Attributes help clients create more relevant messaging and informed audience segmentation. Client examples How OpenX offers richer targeting and more connectivity with Experian OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in audience, data, and identity-targeting. With industry-leading technology, exceptional client service, and extensive scalability across all formats, including CTV, app, mobile web, and desktop, OpenX has a legacy of innovating products that enhance buyer outcomes and publisher revenue while addressing complex challenges in programmatic. In recent years, OpenX has licensed Experian’s Digital Graph with identifiers, contributing to the SSP’s largest independent supply-side identity graph, which offers advanced audiences to buyers and improved data resolution to content owners. More recently, OpenX licensed Experian’s Marketing Attributes to enrich its supply-side identity graph, which includes IPs, MAIDs, and client IDs, with a variety of attributes. This strategic move has helped OpenX’s clients benefit from enhanced consumer insights and addressability, in turn delivering greater reach to the demand side and higher revenue for publishers, despite industry signal loss. "We built on our long-term partnership with Experian to enrich our digital IDs with Experian’s Marketing Attributes, which help provide buyers better insights to audiences, thereby helping our publishers monetize their inventory. With partners like Experian, OpenX effectively facilitates the value exchange between demand and supply, ensuring our partners are able to drive results for their business in the era of signal loss"Craig Golaszewski, Sr. Director of Strategic Partnerships, OpenX How StackAdapt licenses our product bundle to address three different use cases StackAdapt is the multi-channel programmatic advertising platform trusted by marketers to deliver exceptional campaigns. They drive superior results through a variety of solutions, like contextual and first-party targeting, brand lift measurement, and optimization through insights. StackAdapt licensed a similar yet unique product combination, our Digital Graph and our Audiences. StackAdapt uses the Digital Graph to allow clients to onboard their first-party data in a seamless, self-serve manner that allows them to further segment their data using Experian Audiences. “StackAdapt has been recognized as the most trusted programmatic platform by marketers, and with the integration of Experian’s Digital Graph and Audiences, we are strengthening our leadership in the space. This partnership improves our ability to deliver precise cross-channel segmentation, reach, and measurement, helping advertisers run more successful campaigns. Our collaboration with Experian allows us to offer a differentiated solution in the market and ensure our clients can deliver the most precise and impactful ads to their audiences.”Denis Loboda, Senior Director of Data, StackAdapt We recently announced a new partnership with StackAdapt. This collaboration brings the power of Experian's identity graph, syndicated and custom audiences directly to the StackAdapt platform. Read the full details in our press release here. Four ways to use Digital Graph and Marketing Attributes When these two products come together, our clients have a 360-degree view of their consumers, which helps them power four critical use cases: Analytics and insights: Learn more about your consumers by connecting our Marketing Attributes with our Digital Graph's identifiers. For example, a retailer can discover that their recent customers over-index as pickleball fans and players, leading the retailer to sponsor a professional pickleball event. Inventory monetization: When supply-side partners know their audience better, they can attract advertisers in search of that audience. For example, a publisher might find out that their audience is full of pickleball fans, leading them to reach out to brands that want to reach this audience. Activation: Companies with access to more digital identifiers from our Digital Graph can reach more people, while controlling frequency across channels. A company might know that they want to reach pickleball fans. Now, they have the digital identifiers needed to reach pickleball fans across all digital channels where they consume content, leading to increased reach. Measurement and attribution: Use the Digital Graph’s support for various digital identifiers to understand all consumer touchpoints, from media impressions to conversions. Then, lean on our Marketing Attributes to determine who your messaging resonated with. For example, a company uses our Digital Graph to know if it was the same individual who was exposed to an ad on CTV and converted via e-commerce. On top of that, the company can use our Marketing Attributes data to find out that the people who purchased were overwhelmingly pickleball fans. Connect with us to learn more about how our Digital Graph and Marketing Attributes joint solution can provide the data and insights you need to create, activate, and measure cross-channel media campaigns. 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After a six-month beta period, collaboration in Snowflake Data Clean Rooms using Experian's offline or digital graph is now generally available for all clients. As part of this, Experian is excited to announce that Experian's identity graph will be integrated into Snowflake's Data Clean Rooms. With the growing importance of data privacy and marketing efficiency, this partnership builds off of Experian's previously-announced integration into Snowflake's AI Data Cloud for Media. Adding Experian's identity graph to Snowflake Data Clean Rooms helps advertisers, advertising platforms, and measurement partners work more effectively. Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, collaboration in Snowflake Data Clean Rooms helps clients maximize the value of their data and meet the diverse needs of modern business: Collaborate with partners for richer data insights Achieve higher match rates Improve audience building Produce more accurate and complete reports Ensure data privacy Seamless integration of AdTech and MarTech platforms Regardless of the identifier type you are looking to collaborate on, Experian has the identity data in Snowflake Data Clean Rooms to support you and your partner. This leads to higher match rates and more resolved data for you to use to benefit your media initiatives. "Integrating Experian's identity graph into Snowflake Data Clean Rooms marks a transformative leap for digital marketing. This collaboration empowers advertisers, programmatic platforms, and measurement partners with unparalleled accuracy, privacy, and efficiency. Together, we are excited to provide innovative solutions to meet the evolving needs of our clients."Kamakshi Sivaramakrishnan, Head of Data Clean Rooms at Snowflake The Experian and Snowflake partnership showcases how collaboration can enhance scalability and cost-efficiency. Data clean rooms provide a secure environment where multiple parties can share, join, and analyze their data assets without leaving the clean room or exposing the underlying data. By integrating Experian's identity graph within Snowflake's secure platform businesses of all sizes can receive advanced data collaboration and identity tools without the high costs usually involved. The integration prioritizes consumer privacy and data security. Backed by Experian’s Global Data Principles, Experian's deep roots in data protection and security provide customers with the most trusted way to share data and protect consumer privacy. With Experian's graph in Snowflake Data Clean Rooms, customers will get a solution that respects customer consent, safeguards sensitive data, and ensures that processing occurs with the utmost respect for user confidentiality and preferences. Further, Snowflake Data Clean Rooms uses advanced methods to preserve privacy, such as differential privacy and secure computations on encrypted data, enabling data security and integrity. Together, these methods prevent unauthorized access by keeping sensitive data within the secure confines of the cleanroom on a strict, collaboration-to-collaboration basis. The collaboration between Experian and Snowflake significantly enhances data matching and identity resolution within the Snowflake Data Cleanroom. Experian’s identity solution uses digital identifiers like hashed emails, MAIDs, and CTV IDs and offline identifiers like name and address. This allows advertisers to reach more consumers and enrich their data. Marketers can easily use their first-party data in the cleanroom, and with Experian's Graph, they get higher match rates for more accurate targeting and campaign measurement. The continued partnership between Snowflake and Experian provide advertisers, platforms, and measurement providers a secure and effective way to collaborate. This sets the stage for continued innovation in programmatic advertising, ensuring that our solutions evolve in step with our clients' needs. If you're not utilizing clean rooms for collaboration but have advanced identity needs, you can license our Graph and seamlessly integrate it into your Snowflake account. Reach out to our team to learn more Latest posts