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A simple settings change in Google’s Chrome browser is going to wreak Y2k-like havoc on the entire digital marketing industry by the end of 2024. That change? Third-party cookies will default to being blocked. For marketers who predominantly rely on third-party cookies to reach eyeballs, this is bad news, indeed.
Today, marketers have processes they need to follow and analytics they need to gather, so the thought of dealing with direct mail again is enough to intimidate even the most intrepid marketer.
Back in the days before the internet, “physical,” or “analog,” marketing was the name of the game. It was a booming, heady industry. Direct mail provided a way for marketers to use data to understand how well their efforts were converting to sales. But it was an expensive proposition—all that printing, assembly, and postage cost a bundle.
There is no doubt that, as far as marketing is concerned, the internet changed everything. Companies that failed to participate in the conversation in the marketplace, at best, put themselves at great disadvantage.
Content Marketing is going to have to become a product in and of itself.
To this day, HubSpot define it this way: “Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have”.
Whether it’s a segment of your collected leads or a sales-driven personalized step, marketers can drive significant individual attention by enabling sales staff to personalize a step in the sequence.