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In this episode of What’s Wrong With Revenue?, we’re going to educate all our fans on how the changes Google is rolling out around cookies will impact your ability to do marketing in the near future.
On the show this week, we’re joined by Alex Navarro, growth marketing campaign strategist at Square 2. Alex has been doing some intense research into these changes to help our clients prepare for the upcoming challenges facing marketers, and he’ll share his insights and perspectives on what all this means and what you need to do about it.
Specifically, we covered exactly what a cookie is and how it works today. It’s one of the mainstays when it comes to internet marketing, and it’s something almost every technology and ad platform relies on to serve up ads to the right people at the right time.
We talked about why Google is changing its approach and exactly how marketers need to start thinking about this change. It’s going to have a real impact on how you set up, manage and keep your database clean.
We’ve been helping clients more frequently with their data and database. We’ve encouraged almost everyone to make their database a top priority, and this change is going to mean even more in terms of how you think about all your first-party data.
Remember, first-party data is the data you collect on your own from people who voluntarily provide you with that data and the authorization to use it to market to them.
Google is changing its approach for several reasons, and we’ll talk about some specific changes you’ll need to consider around how you execute campaigns. We’ll also discuss timing. While Google has delayed this a couple of times, the indications are that this is coming soon, and we all need to be ready for it.
This is a very important topic that’s going to cause some companies to have real issues related to how they run their lead generation and interact with potential customers.
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