Happy New Digital Marketing Trends 2021
Management Summary
1.Google Analytics 4– a new era of web analysis is dawning
With its new version of Google Analytics, Google is focusing heavily on the cornerstonesMachine learningas well as on oneUser- and privacy-centered approach. This makes it possible to obtain better insights, especially about the future behavior of users, as well as to obtain more detailed insights into the customer journey. To do this, Google Analytics uses 4 different identifiers such as user IDs, device IDs or data from Google Signals to provide marketers with the best possible informationComplete picture of user journeys and customer lifetime cyclesto provide – everything goes without sayingdata protection compliant. This means that working with data from the popular web analytics tool can be ensured, even in a world without cookies.
2. New channels, new opportunities:Channels like TikTok become first movers
In many marketing and media plans, the same three to four channels are always found when selecting the right mix.New channelsare often laughed at rather than seen as a serious addition to digital measures. TikTok, for example, is one such candidate: the platform already has 500 million users worldwide and is particularly popular with Generation Z, which has already made up a third of consumers worldwide in a decade (source: springerprofessional.de). However, it is advertised rather poorly. There is just something incredible heremany opportunities to bring creative content to users.Because only a few advertisers have discovered this channel for themselves, it is also possible hereBuy a wide range cheaply.
3. Rise to new spheres of data-driven:Working with the Ads Data Hub (ADH)
Advertisers who are already on data-driven channels should pay particular attention now. A lot will change this year with Ads Data Hub. Google makes it possibleCombine and activate the most granular campaign data with Google data and your own 1st-party data– but everything is data protection compliant. Sounds contradictory? Not at all. In one of your own“Data Clean Room”Data protection for end users is guaranteed through data protection checks. In addition, there is no transfer, i.e. the join for analyzes only takes place within the ecosystem. Ads Data Hub enables many advanced use cases. From new audiences toAd Collision Analyzes. In the latter caseone of the biggest challenges of digital banner advertisingtackled: How to avoid multiple banner displays on the same website and in a rowUse media budget efficiently? This can quickly lead to huge savings and more sensibly used budgets. Use cases in the area of frequency capping can also be implemented quickly – theDetermining the perfect FCis practically just an analysis away.
4. Bye-bye cookies? Life in a post-cookie era
A topic that has occupied us for the last few years is what the digital world can look like without cookies and what impact this will have on our advertising measures. New regulations like thisGDPRand the one to comee-Privacy Policyform together with the successiveExtinction of third-party cookies(browser-related or similar) completelynew rules for digital marketing measures. It affects more or less everyone in the digital value chain – the advertiser, the agency, the publisher. However, the exact effects can only be partially estimated – there are still ongoing changes here. But the good news is that you can prepare yourself now. Clean consent management is here alongside your ownData ownershipof technologies is the be-all and end-all. Also the development of oneCustomer Data Platformas well as switching to oneserver-side trackingare a step in the right direction. We are happy to provide our comprehensive and constantly updated informationFAQto the heart.
5. The big picture – holistic digital marketing
A topic that has occupied us for the last few years is what the digital world can look like without cookies and what impact this will have on our advertising measures. New regulations like thisGDPRand the one to comee-Privacy Policyform together with the successiveExtinction of third-party cookies(browser-related or similar) completelynew rules for digital marketing measures. It affects more or less everyone in the digital value chain – the advertiser, the agency, the publisher. However, the exact effects can only be partially estimated – there are still ongoing changes here. But the good news is that you can prepare yourself now. Clean consent management is here alongside your ownData ownershipof technologies is the be-all and end-all. Also the development of oneCustomer Data Platformas well as switching to oneserver-side trackingare a step in the right direction. We are happy to provide our comprehensive and constantly updated informationFAQto the heart.
This year the motto applies again:Structured data collection and use will continue to lay the foundation for successful digital campaigns in 2021.The first step is recognizing the unused potential, the second is professionalization in strategy and implementation.
