As the pandemic shutdowns struck in March 2020, many businesses found themselves flat-footed with nothing to do but shut their doors. Businesses that had already embraced selling to customers — both in-store and online — could still count on revenue from their online stores. But most models called for revenue to flow through their doors as well as their portals.
Chaos looms in the online advertising industry. Chrome, the web’s biggest browser with a 65% market share, plans to eliminate support for third-party cookies by the end of 2024. Other browsers, notably Firefox, Safari and DuckDuckGo, already block third-party cookies by default. But Chrome’s massive market share is making the earth move under advertising’s feet.
Third-party cookies are...
Review your marketing personas, interview key SMEs, review analytics and editorial efforts of competitors.
Assess what kinds of content will appeal to your ideal customers.
Write and promote content that meets their needs and wants.
Use analytics to determine how well the content did.
Revise and improve content plan based on what was learned.
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