Cookieless future is no more - what does this mean for marketers?
📰 NoGood News | Vol. 73
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
We are no longer bound for a cookieless future
Here’s what the continuation of third-party cookies means for marketers
Meta is closing the gap in the AI race
Why you should be combining your SEO and CRO strategies
Ready? Let's get into it.
🍪 We are no longer bound for a cookieless future
Here’s what the continuation of 3rd party cookies means for marketers
In January 2020, Chrome aimed to phase out third-party cookies within two years.
This deadline was extended multiple times due to industry unpreparedness and regulatory concerns.
In preparation for a cookie-less future, marketers turned to:
First-party data
Server-side tracking
Conversion APIs
and enhanced conversion tracking
Now, Google has decided on a different solution: a one-time prompt that enables users to set preferences that will apply across Google browsing experiences.
So, what does this mean for marketers?
We are expecting to see a decrease in people opting into cookie tracking with this new feature, but it won’t be nearly as bad as completely phasing out cookies.
The combination of the new opt-out feature and privacy regulation is still happening, which means that, ultimately, there will still be fewer data/cookies available, so we need to keep investing in alternative data collection.
What do you think of Google’s decision to continue third-party cookies?
⏳ Meta is closing the gap in the AI race
Why Llama 3.1 is a strategic move for Meta
Meta just released Llama 3.1, an open-source LLM that Mark Zuckerberg claims is “good for developers, good for meta, and good for the world.”
Before Llama, open-source LLMs lacked the capabilities that closed-source models provided, making them much less popular among users.
Now, Meta is providing developers with an opportunity to leverage Llama models for third-party projects.
An open-source LLM is a strategic move for Meta for 3 reasons:
An open-source model has a lower cost than a closed-source model, meaning Meta can be a part of the AI race but still focus on its core business of social ads and the metaverse.
Since most LLMs are closed-source, Llama sets itself apart by providing developers with the tools they need to build their own agents.
An open-source model will help Meta regain the user trust they have lost since the Cambridge Analytica scandal.
Do you like Meta’s new open-source LLM?
📊 Why you should be combining your SEO and CRO strategies
How to blend your SEO and CRO strategies for organic growth
SEO and CRO are two marginally different strategies with differing measures of success. However, they complement each other to create a comprehensive growth strategy.
On average, content marketing costs 62% less than traditional marketing but generates 3x more leads.
This means that when you focus on driving growth with SEO and CRO working together, you’ll get a higher ROI on your marketing efforts and see results much faster than with other marketing channels.
3 ways to align SEO and CRO goals:
Lean towards simplicity: The more complex something is, the more friction it creates, reducing the probability of a conversion. Fonts, navigation, color scheme, and informational content such as descriptions should be as simple as possible.
Focus on user experience: Helpful and informative SEO content encourages users to stay on our site for longer — while we have them CRO practices guide them toward other pages and lead to a conversion.
Conduct A/B testing: While A/B testing is a classic CRO move, it also applies to SEO. Conducting A/B tests can help determine the efficacy of your CTA copy, keywords, content structure, and website navigation.
Head to our blog to learn more about how SEO and CRO work together.
🎙️ Q&A with an expert
A bi-weekly interview series with the best in the game
Q: How has this year's Olympics been different from the past when it comes to its marketing initiatives and partnerships?
A: The 2024 Olympics' marketing initiative stands apart from past games by fully embracing the celebrity culture surrounding the games, especially in the United States. This isn't just about their partnerships with stars like Sabrina Carpenter or Megan Thee Stallion but also about combining them with athletes who already have their own platforms. From matching Coco Gauff with Snoop Dogg to partnering Beyonce and Team USA, the 2024 Olympics are all about star power.
Q: What do you think winning brands are doing to tap into the excitement around the Olympics this year?
A: When it comes to the Olympics, I think the winning brands are the ones that are pinpointing their audience's attention first and then finding a connection to the Paris games. Big names like Nike and Kith often capitalize on nostalgia, so tapping into the Olympic roots with vintage designs and throwback collections is a no-brainer. Meanwhile, a brand like Skims, which has mastered the art of timely partnerships, announced their collaborations with Olympic athletes at the perfect moment. Even brands that aren't directly working with the Olympics are taking advantage of their partnerships to reach their core audience, like the Adidas Originals collaboration with Sporty and Rich. Regardless of a brand's size, this year's Olympics are proving that there is always a way for brands to step up in big moments!
✍️ We wish we wrote this
A curated list of the past 2 weeks’ must-read articles:
OpenAI plans to rival Google with the release of SearchGPT
We prepared for a cookieless future — now third-party cookies are here to stay
How a new marketing strategy could help Nike make a comeback
👀 Keeping up on the socials
Because we know you like to stay in the know:
Caudalie’s tapped into the viral conversation on the Seine and people are loving it
Can the 2024 Olympics save Nike’s reputation?
Olympics 2024 is taking on a new marketing angle targeting Gen Z viewers
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