Quality content, reliable customer data will be key focuses of 2024 as Google steams ahead with plans to kill third-party cookies. This and more in Bython’s Demand Generation Digest

Demand Generation Digest

At Bython our foundation rests on our global customer-centric approach, emphasizing key values such as quality, transparency, accountability, and creativity. Aligned with this philosophy, our focus is on providing exceptional support for your organization’s demand generation needs.

In an industry marked by constant change and growth, Bython is committed to keeping you abreast of the industry’s best practices, latest marketing innovations, and upcoming trends within the demand generation space through a monthly “Demand Generation Digest” from an impartial source. As always, I welcome your feedback on ways we can be of service to your demand generation efforts.

MRP, CONTENTgine merge to form B2B tech sales and marketing giant with global ambition

Global account intelligence provider MRP is merging with CONTENTgine, a provider of B2B technology buyer insights and lead generation. By combining forces, the businesses seek to transform B2B technology sales and marketing by integrating MRP’s intelligence with CONTENTgine’s insights into technology behavior to offer high-value data analysis and intent engagement signals. MRP plans to leverage the merger to become an end-to-end provider in the B2B intent-engagement signals and full-funnel demand generation services industry, offering full-scale solutions covering the entire B2B technology sales and marketing process. The integration of first-party data signals across 650 product intent categories is set to enhance campaign targeting and ROI for clients, covering demand generation across every stage of the buyer journey, integrated multi-channel solutions, proprietary first-party down-funnel intent buying signals and sales pipeline activations.

Best source: London South East

Google: Don’t count on delays in third-party cookie deprecation roll out

Google kicked off this year confirming its rollout of Tracking Protection, a new feature that restricts cross-site tracking by deprecating third-party cookies by default on the Chrome browser. Although the tech giant set a deadline for the end of 2024, some experts expect its third-party cookie-axing milestone to be reached in 2025. The UK’s Competition and Markets Authority has raised a key speed bump in Google’s plan with an investigation, recently warning the tech behemoth that it cannot proceed until it resolves concerns over potential anti-competitive practices. Though this raised marketers’ hopes for more time to prepare, Google insists it will quickly resolve these issues, urging marketers to look for long-term alternatives to cookies. As companies scramble to produce their own first-party data, Google counsels a focus on AI investment, refined targeting, and measurement and ad delivery strategies to overcome signal loss and to navigate a cookie-free world. It also encourages them to offer more transparency and control to consumers, such as informing them when and how their data is being used.

Best source: Search Engine Land

How are Google’s plans for third-party cookies affecting the market?

Two months after announcing plans to eliminate third-party cookies from its Chrome browser, Google has already influenced trends in the marketing industry. The fallout includes a shift towards leveraging first-party data, in turn triggering a rise of retail media networks as marketers seek new avenues for targeted advertising. Meanwhile, the loss of third-party cookies muddies targeted advertising, moving some ad spend from display to video and audio streaming as an alternative for personalized ad opportunities. Despite the challenges in tracking and targeting, this shift clearly provides opportunities to modernize advertising strategies and invest in more effective channels. As Google follows through on its cookie deprecation plan, marketers should prioritize first-party data strategies while adapting to a changing landscape.

Best source: Digiday

AI chatbots will slash search engine traffic by 25%, Gartner warns

By 2026, traditional search engine volume could drop 25% as AI chatbots and virtual agents take market share from search marketing. According to new research by consulting firm Gartner, virtual agents are increasingly replacing organic and paid search, longtime key channels for marketers targeting awareness and demand generation goals. On one hand, generative AI raises worries that AI-powered answer engines will steal traffic that otherwise would drive users to a company’s website, while significantly driving up costs for advertisers. Gartner warns that the growing use of virtual agents will trigger a shift in search marketing, and companies will need to reassess their marketing channel strategies. This shift will likely see content quality and authenticity become still more critical for success in organic search as generative AI pressures the cost of content production and impacts keyword strategy and targeting, as well as website domain authority scoring. To offset the incoming tsunami of AI-generated content, Gartner predicts that search algorithms will further value unique content offering high value to customers and prospects, focusing on search quality-rating elements such as expertise, experience, authority and trustworthiness.

Best source: Gartner

Contextual advertising will transform the 2024 marketing landscape

Brands this year will further adopt contextual advertising, which offers advertisers privacy-compliant ways to connect with consumers as the phase-out of third-party cookies accelerates, according to a new study. The report by Statista projects that investment in contextual advertising should double by 2030 and surpass a staggering $562bn — and that means marketers would do well to pay attention to growing trends in the space. For instance, enhanced personalization through contextual advertising will become a key tool for brands to connect with consumers, leveraging privacy-compliant strategies to target them based on page content rather than user behavior. Similarly, hyper-personalization in contextual advertising is tweaking the interest of many marketers as it enables ads tailored to individual interests and preferences, improving engagement and revenue. Meanwhile, AI-powered contextual advertising is transforming marketing efforts by enhancing data accuracy, audience targeting and the delivery of personalized messaging, while personalized contextual in-game advertising is also set to gain traction, using machine learning to deliver targeted ads to gamers.

Best source: Talk CMO

‘Opt-in’ is becoming all-important for data collection

With the decline of third-party cookies on the horizon, and an increased focus placed on first-party data, data quality is joining the short-list of top priorities in 2024. As such, marketers are prioritizing the refinement of database strategies as they shift to opt-in data collection processes. The challenge of maintaining database quality is complicated by decaying data, making the emphasis on zero- and first-party data collection for personalized customer relationships crucial. Though these sources are traditionally more complex as they require more cooperation from buyers, they generate more valuable data.

Best source: Demand Gen Report

B2B marketing insights from #B2BMX24 conference

The impact of content on marketing strategies was the key focus at the 2024 B2B Marketing Exchange. Panelists emphasized the need for marketers to produce content that engages and immerses audiences rather than product- and pricing-centric materials, noting that the best content ideas are found in insights from customer data. They also discussed the role of AI in content production and promotion, sharing recommendations on how to experiment with the technology. The conference also considered the shift in ABM approaches to go-to-market frameworks, with feedback on best ways to adapt to the changing B2B buying landscape and implement account-based go-to-market strategies for advanced targeting of specific, high-value accounts or segments.

Best source: Demand Gen Report

CallRail launches AI-powered self-reported attribution capabilities

AI-powered lead intelligence platform CallRail has unveiled new self-reporting attribution features designed to enhance marketers’ understanding of brand impact and lead generation. The new AI-driven capability provides deeper access to the buyer journey and insight into indirect marketing channels that are traditionally difficult to track, such as brand impact, word-of-mouth and social media, providing a clearer gauge on their effects on lead generation. CallRail claims its new service will help marketers make more informed decisions and comprehensively tackle their wider efforts, offering more insightful attribution functionalities and effectively bringing together traditional marketing methods and AI-driven insights.

Best source: MarTech Series

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