Cory is the Chief Executive Officer at BlueConic, a leading customer data platform. In a recent article, Cory discusses three major shifts in digital marketing that are reshaping the industry. These shifts include the impending demise of third-party cookies, tightening consumer data privacy regulations, and the transformative power of generative artificial intelligence (GenAI). Cory emphasizes the importance of addressing these changes head-on and not procrastinating or ignoring them.
Google’s announcement of delaying cookie deprecation until 2025 may have given some in the industry a false sense of security. However, the repercussions of the eventual removal of third-party cookies will be significant. Marketers need to prepare for a new world where targeting and measurement will require new approaches. Cory suggests investing in alternative methods such as first-party data collection, contextual targeting, data clean rooms, and universal identifiers to ensure continued effectiveness in marketing efforts.
With data privacy regulations becoming stricter globally, marketers need to embrace a privacy-first approach. Companies that prioritize consent, transparent data collection practices, and respect individual rights regarding data usage will not only comply with regulations but also build trust and loyalty among customers. Embracing privacy-first principles can be a competitive advantage for businesses in the coming decade.
Generative artificial intelligence (GenAI) is seen as both the future and the end of marketing, but its full impacts are yet to be realized. Marketers can harness different types of AI to unlock new levels of efficiency and personalization. It is crucial to invest in AI technologies that align with ethical standards and prioritize human oversight to ensure the ethical use of data and algorithms while balancing the power of AI with human creativity and empathy.
The path forward for digital marketing involves embracing change, uncertainty, and urgency. Incremental changes will no longer suffice, and bold action and decisive leadership are needed to navigate the evolving landscape of digital marketing. By adopting privacy-centric strategies, exploring the potential of AI, and listening to customers, companies can shape the future of digital marketing together. The future is not set in stone, but it is up to businesses to adapt and innovate in response to these seismic shifts in the industry.
