ITV

Tag: ITV guest column

  • GUEST COLUMN: How a cookie-less environment will affect the digital space

    GUEST COLUMN: How a cookie-less environment will affect the digital space

    Mumbai: For the past decade, marketers have been experimenting in the digital environment to enhance brand-customer interactions. In the B2C and B2B spaces, the growth of social platforms has changed how marketers communicate with their clients. In addition, advances in big data and artificial intelligence have enabled marketers to better target and communicate with customers and analyse the impact of their efforts. Third-party cookies are crucial for such advancements.

    The advertising/marketing game now stands on the verge of groundbreaking change. Google plans to stop supporting third-party cookies on its Chrome browser by the end of 2023, ultimately ending two decades of media and data-driven performance-focused marketing. As a result, marketing executives and their teams must prepare for a world without cookies by focusing on consent-based advertising and adopting digital transformation strategies for a world without cookies.

    We have boiled down the entire marketing plan fitting for a cookie-less world into five steps.

    Shift to the first-party data strategy

    The websites visitors visit place first-party cookies on their browsers, which the website owner owns. They assist in collecting vital analytical data, language preferences, and the overall delivery of a positive user experience. Companies must make changes in their digital transformation strategy and start investing in developing the ability to acquire first-party data precisely. Businesses must be early adopters and ensure that their first-party cookies are mature enough to gather critical data elements. 

    According to a Deloitte survey, 61 per cent of high-growth enterprises are shifting to a first-party data strategy.

    Start developing second-party relationships

    Sharing second-party data is standard among organisations in related domains, and it may be highly advantageous to all parties involved. The company’s first-party data is shared under a contractual arrangement as second-party data to another company. Such mutualistic ties may become increasingly significant for enterprises with a considerable audience overlap in the near future.

    This change will only come to fruition once the marketers are willing to rethink their digital transformation strategy for enterprises.

    Focus on building rapport with tech giants

    Marketers may need to explore outside their boundaries to expand their first-party data. For example, marketers should establish connections with tech giants like Google and Facebook and other media publishers to acquire access to their ‘walled gardens’ of corresponding insights and data to ensure internal data creation.

    This step will require exceptional digital transformation services at your business’ disposal.

    Reinvent your media spend strategy

    Cookie obsolescence would aggravate existing digital ad measurement difficulties, such as transparency and integration standards and attribution accuracy. Instead, reinvent measurement baselines, engage in market research, and lock in essential resources to prepare for an era of advertising experimentation.

    Revamping your brand marketing is not a piece of cake. You will require a robust and streamlined process for your digital transformation strategy. Many digital marketing agencies in India offer remarkable digital transformation services for B2B and B2C firms. 

    Practice contextual targeting

    Behavioral targeting tries to collect data on a visitor’s behavior to ensure that the ad is relevant to them while ignoring the context of the ad. Marketers must evolve this strategy and shift to contextual targeting practice, which targets visitors based on the page’s content where the ad appears. As the number of options for giving individualised advertising to audiences decreases, marketers must return to the basics and concentrate on contextual targeting to get their messages to the right audience.

    Adapting, surviving, and thriving in a cookie-less world is possible with specific finetuning measures in your digital transformation strategy.

    (About Author: Ambika Sharma is the Pulp Strategy founder and managing director)

  • GUEST COLUMN: Digital innovation in the advertising industry

    GUEST COLUMN: Digital innovation in the advertising industry

    Mumbai: While the age-old basic tenets of advertising (4Ps) remain the same, digital innovations have opened more channels than ever before. Back in the day digital innovations ran speedily and dynamically changed how marketeers approached these basic tenets. But, today there are no drastic innovations, only steady transformation. New technologies have now become an integral part of marketing strategies and their ecosystems. 

    Having said that, are we future-proofing our marketing strategies? No, but there are a few innovations that will grow on us and become fundamental to how we are going to develop marketing concepts.

    Amalgamation:

    Gone are the days of linear model. Today, technological innovation and consumer behavior have created a complex reality. The key to combat this challenge is to amalgamate creativity with data to maximise consumer experience. While storytelling will remain fundamental to the process but data will give the marketing strategies an impactful edge. Art and science have always sat on different silos in the traditional method but in the new world they will converge and we will have to think holistically.

    Decentralisation:

    Many agencies have a centralised marketing structure, but nearly half of them plan to decentralise their operations in the near future. As data hacking becomes more common, demand for decentralisation will rise, and decentralisation is a solution since it places a greater emphasis on privacy and security. 

    Here are a few more advantages of decentralisation:

    1. It has a higher level of customisation for brand-specific campaigns.
    2. Content is distributed much more quickly.
    3. It will enable agencies to be more innovative and work more quickly for their clients.
    4. It will assist you in making quicker decisions.

    AI, ML, IoT, and NFT:

    When we talk about the future of going digital, we’re talking about AI, machine learning, and the Internet of Things (IoT). The new world would not exist without it, because these technologies provide us with the dynamism of what our future can be and how we can shape it. Personalisation at scale requires AI, which collects enough consumer data to see trends and offer more relevant communications to their target audience. It can learn new information as it comes in using machine learning, and then make modifications to increase performance without having to be programmed to do so. IoT improves performance across the board, from content to interactive advertising. In the year 2021, the globe will also witness a recent innovation known as NFT. A digital asset, such as a patent, can now be owned by anybody.

    CTV advertising:

    TV advertising will work harder as a result of smart TV and the entire web and connected devices ecosystem. People are already replacing their televisions with Smart TVs, which is causing a significant increase in the Indian market share for TVs. It will play a major role in the commercial experience as the traditional linear TV format loses its relevance. Connected to the internet platforms it is paving the way for selective, targeted, and flexible advertising formats. The CTV evolution has already entered India and has made significant inroads (growing in double digits month on month), as the web ecosystem is enabling connectivity through smart TVs, dongles, gaming consoles, etc.

    Just when we thought that we have mastered Facebook, metaverse caused unimaginable disruption. The treadmill of innovation doesn’t show any sign of slowing down in the near future. In such a scenario how creativity will pan across devices, experiences and platforms, how you will tell your story effectively through voice-enabled, geo-tagging, and wearable chatbots will now become crucial to us dream merchants. We will have to adapt fast and adapt with humility as we break down silos and embrace the new world order.

    (About Author: Arun Fernandes is the Hotstuff Medialabs founder and CEO)