Breakthrough Creative Part 8: Data + Creative (jschmid.com)

We’ve spent the last several weeks bringing you tips and tools to create a campaign that’s not only exciting, but memorable. Because regardless of your goal – changing perception, creating brand awareness, boosting social media engagement or reactivating lapsed customers – nothing will happen if your campaign fails to grab attention and leave customers with a clear takeaway. So now that you’re armed with the info you need (see Campaign Building Blocks, Parts 1-5), let’s dive into a few of the best ones. Which B2C and B2B brands have been successful in delivering killer campaigns that connect on a basic, human level? Grab your coffee (or cocktail, depending on what time you’re reading this) and we’ll take you through three well-executed examples. see the top 3 at: https://www.jschmid.com/blog/campaign-building-bloacks-killer-campaigns/

Google has once again delayed the death of the third-party tracking cookie in its Chrome browser. This is the third reprieve Google has given cookies since it first promised to phase them out in 2020. The next year, it pushed the date back to 2023 and then delayed it again to 2024. In its latest postponement, Google said in a blog, “we envision proceeding with third-party cookie deprecation starting early next year.” The search giant seemed on its way to phasing out cookies earlier this year after it cut off access to 1 percent of cookies in January. However, how and when Google would phase out a greater percentage of cookies was never clear, multiple ad industry insiders said. Total Retail's Take: This is interesting news for retailers, and particularly their marketing teams, which rely on third-party cookies to identify and track customer behavior on their websites.

Direct mail and digital ads are the ultimate power team. While compelling on their own, together they make a larger impact on the consumer, but this is increasingly difficult to achieve in the wake of the phasing out of third-party cookies. For years, direct marketers have run cross-channel marketing programs that use third-party cookies to track user behavior across websites – we all see those ads that seem to follow us around online. In response to European and CA privacy regulations, third-party cookies have largely already been phased out by most browsers (now only relevant 40% of the time), such as Apple’s Safari and Google’s Chrome, which will fully phase out cookies in 2023. So, if cookies are going away and direct marketers want to reach consumers at the same time across channels to lift and improve response, what do they do?