Personalization has grown increasingly necessary — but with new data privacy regulations, a strategy shift may soon be required. Today, personalization plays a key role in the effectiveness of digital marketing and advertising. In fact, 80% of consumers are more likely to make a purchase when they are presented with a personalized experience. Given this, it seems obvious that brands should be doing everything they can to make their ads as personalized as possible. And many are — but the complete picture, especially in regards to the future, is more complicated.
2. A Fork in the Advertising Road
2021 Digital Marketing Trends
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3. Your Presenters.
Matthew Strelitz
Digital Strategist
Miami HEAT
Kiril Kirov
Digital Marketing Manager
Falcon.io
@kiril-kirov
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@MatthewStrelitz
@MiamiHEAT
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4. Our Agenda.
Consumer privacy: the wind of change
Cookies & personalization
Adapting your digital strategies
Takeways
Q&A
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5. Recording & Slides
Available on-demand and sent to you in a FUP e-mail.
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6. Cast your vote on-screen.
Q: Are you comfortable with the way your
personal data is treated online?
7. “76% of internet users are not
comfortable with how tech companies are
handling their personal data — and over
25% are using ad blockers.“
It all starts with the consumers…
8. … and spirals down to us (marketers)
Consumers
Demand control
and transparency
Legislators
CCPA & GDPR
enforce compliance
Brands &
Platforms
Affecting the way data is
collected & aggregated
Marketers &
Advertisers
Adapt to the ever-
changing landscape
10. Implications: First-Party & Third-Party
1P Retargeting
Re-engage customers, CRM
lists, in-app activity, site visitors,
and app users that have directly
interacted with products or ads
3P Prospecting
Target e
ff
ectively and provide
personalize user journeys
even for audiences who
haven’t engaged with you
Analytics & Web
Provide personalized
experience on-site, save
preferences
3P Retargeting
Further enrich
fi
rst-party
audiences with behavioural or
contextual signals collected on
web and in-app
1P Prospecting
Build Lookalike Building based
on on-site behavior, CRM,
social engagement
Tracking & Optimization
Allow us to optimize e
ff
ectively
and build complex attribution
models
11. The sunset of 3P cookies
IOS14 disables 3P
cookies by default
Google to phase out
3P cookies in Chrome by 2022
15. • Download historical performance data
• Benchmark KPIs and examine AI-formed biases
• Infuse into human-formed marketing strategies
• Relevance Triangles for customer segments
#3 Understand Your Customers
Embrace the nuance.
16. • Speak directly to your tribe (IYKYK)
• Use what you know: location, time/day,
gender, age, customer/prospect
• #LateNightCrave
#4. Explore Contextual Relevance
Iterate on audience nuances.
17. • Compliance, transparency, clarity
• Incentivize self-identi
fi
cation
• Data acquisition beyond PII/contact info
• Building for reciprocity: B2C → C2B → ∞
#5. Prioritize First-Party Data
Foundation for the future.
19. •Help is on the way
•Make the most out of on-platform signals
•Video views, lead forms, recently engaged,
Canvas (Instant Experience)
#6. Rewiring Personalization
On-platform signals.
21. Recap: Future-proo
fi
ng your marketing plan
Key Takeaways.
1. Reframe the focus; solve for relevance
2. Relevance triangles (▵); HI>AI
3. Understand your customers; learn from AI
4. Contextual relevance; nuanced relevance triangles
5. Prioritize 1P data acquisition; B2C reciprocity
6. Make the most of on-platform signals
22. Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.
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23. Virtual Summit
Veena Ramakrishnan
Content Marketing Specialist
Falcon.io
10:00 The Rising Tide of Social Commerce
Liat Karpel Gurwicz
Head of eCommerce Marketing
Wix
Tomorrow