The Pellucid Perspective - October 2021 - 10

Course Marketing &
Relationship Management
Evolving Customer Engagement
Old Tools, New Rules
By Stuart Lindsay
'A
dvertisers have two years to adjust to a future without
third-party cookies. For those that do it right, this
marks a once-in-a-generation opportunity to deepen
customer relationships and drive growth. " Deloitte Digital, June
2, 2021
" The new Apple Privacy rules came into force with iOS 14.5,
released on 26th April 2021. They require that you need the user's
permission to track them, or to access their device's advertising
identifier (IDFA). " Medium.com/geek culture, May 12, 2021
These are really two important separate changes that will
greatly impact your ability to communicate with your customers.
If you pay attention and adapt - the benefit to your business
could be great. If you continue with your traditional marketing
approach(es); chances are you will be hurt by competitors that
seize these opportunities.
Even though the elimination of third-party cookies and the
Apple Privacy changes are separate events; they are both a reaction
to overall privacy concerns and actual legislation in several
states and Europe. However, there is general consensus that these
developments will increase the importance (value) of " first-party "
data - primarily email addresses.
You will likely be bombarded with a whole new array of services
to help you deal with these changes. You will need to choose
wisely. You will also need to see how your existing technology
platforms will adjust. Below are three examples of explanations
coming from platforms we are very familiar with.
Zenreach - " During the past 3 years, our industry has undergone
some tremendous changes - the deprecation of online
cookies, consumer privacy legislation, COVID-19 closures
and pandemic mandates and like most of you, we have had to
adapt to these changes at an unprecedented pace....For advertising
insights, we can, in many cases, report out with incredible
granularity the number of people going to a particular location
after seeing an online ad. Further, we can show consumer visit
frequency, lost consumer counts, and even lifetime value of consumers. "
Zenreach/Adentro 09/29/2021 - Zenreach has been a
cutting edge tech provider used by some golf courses and at least
one major golf management company. We have worked with the
platform and they have been an effective source of demographic
and other customer insights. However, the above changes have
caused them to re-invent their services and change their name
to Adentro.
Constant Contact - " With the release of Apple's Mail Privacy
Protection, email open rates will not be consistent with historical
measures. We are updating our email reporting to highlight
other metrics in addition to open rate that will ensure customers
can still easily track the effectiveness of their emails. " Constant
Contact Customer Email, September 29, 2021
10 The Pellucid PersPecTive
V12 - They provide a vast array of data including email list
hygiene, affinity/behavior matching and information appending
services. One of their recent webinars included the following:
* What the end of cookies means for marketers and what
they can do to prepare
* Utilizing authenticated traffic solutions: First-party data,
targeting consumer ids instead of cookies/Maids, run
match back analysis
* How the loss of cookies will change the way digital ads
are bought and sold
* What technology will replace cookies
* Proven cookie-less technology solutions marketing
teams can start using right now to increase ROI and
customer acquisition
Perhaps the best summation of the current situation is provided
by Allison Schiff of AdExchanger on May 24, 2021:
" First-party data - email addresses, in particular - will cure all
that ails you. Well, almost. Sometimes it feels as if there's a purported
new cookie-less solution born every minute (and maybe
a sucker, too). "
" Investing in and effectively deploying the right consent management
solutions will be increasingly important in order to get
more value out of first-party customer data. "
The one common thread related to both the elimination of
" third-party cookies " and Apple's Privacy and opt-in email
changes is " consent management " . And here is where it gets very
interesting and complicated.
* How many email addresses do you have?
* How many are first-party " consent " addresses or
simply obtained via online registrations without proper
" consent " authentication?
* How old are some of the addresses - are they still valid?
* When was the last time you took a hard look at your
email database?
And it gets even more confusing. In a recent article for the
NGCOA's Golf Business Weekly, Harvey Silverman wrote about
Verizon's far reaching control over email addresses. Apparently,
bandwidth and ultimately the delivery of email traffic is being
controlled and regulated behind the scenes. When coupled with
how email " open rates " are being affected by Apple's new policies;
bounce rates, " blacklisting " and content constraints are even more
important in how effective your email communications will be in
the future. The thing Harvey missed is that the media platforms
of Verizon (Yahoo, AOL, etc.) were sold in early September to
OctOber 2021
http://www.Medium.com/geek
The Pellucid Perspective - October 2021

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