What most tool providers keep quiet about
Posted: Wed Dec 04, 2024 10:14 am
Whether CRM, marketing automation, analytics or other marketing tools: Most of them fail to mention that many of their statistics are based on cookies, which can only be recorded for a minority of users . The tool providers point out that they can still provide reliable data because they do not use third-party cookies , but rather first-party cookies. However, they fail to mention that many users today have tools and settings that delete all cookies - including first-party cookies .
This trend is increasing: a partner of Worldsites has measured this and found that in Switzerland the majority of cookies are deleted within 30 days, which makes it difficult to achieve the transparency one would like for marketing ROI. This, in an environment where brand loyalty is generally decreasing, where customers are switching suppliers, and where it is becoming more difficult to retain customers. In such an environment, it would actually be even more important to get the important and correct data to find out what worked and what influenced customers to place orders.
searchWhat exactly is changing?
Many measures are already more difficult and will soon no longer be possible in the same way as before. Here are some examples:
Whether CRM, marketing automation, analytics or other tools, the reported figures must be questioned!
Retargeting in its current form will soon no longer be possible.
Conversion measurement is becoming increasingly difficult (especially when customers need more than a few days to decide).
Behavioral advertising is increasingly being blocked.
Assigning store visits to an online campaign becomes more difficult.
Ad optimization becomes more difficult due to less feedback.
Geographically targeted advertising is becoming more sophisticated.
Email open rates can hardly be used anymore.
In summary: The options for influencing the marketing ROI are becoming smaller!
moneyAutomation and AI can also reduce marketing ROI
Automation and AI also further reduce the possibilities for influence. In addition, they are almost always focused on short-term returns and struggle when it comes to longer purchase cycles . Providers like Google Armenia Phone Number Resource have placed increasing value on AI. They communicate that you no longer need data, you should just trust their system (which doesn't want to make money...).
Unfortunately, there are many companies that have found that, for example, the Performance Max campaigns that Google introduced for this purpose have a worse ROI than campaigns that were still managed manually. Nevertheless, the providers are pushing these options because it is about sales.
It is generally becoming more difficult to define homogeneous target groups because needs are becoming more and more diverse. Therefore, targeted online marketing measures and automation are still important. You just have to know their limits and disadvantages.
medalIncrease marketing agility without cookies
If you want to further increase marketing agility, you need additional data that is not based on cookies (see also Agile Marketing: How does it work without cookies? ). An example of such data comes from tools that recognize companies based on IP addresses. This makes it easier to align marketing measures with the CRM . This is almost essential in B2B in order to see which companies react how to which messages and what triggers inquiries (see also Turning website visitors into leads and customers ).
For anyone who does not yet use telephone tracking, this will also become a must when other data is no longer available. It shows which campaigns have triggered how many phone calls. This can also help to better understand the marketing ROI. This data should be linked to the CRM in order to provide holistic data (see also SEA and SEO: B2B Best Practices - Call Tracking ).
infrastructureAligning marketing and sales
Marketing automation and other measures will therefore suffer from fewer cookies. At the same time, what can be automated should be automated. CRM will move more into the foreground again. It helps to get an overview of which measures help to win customers and sales.
Anyone who continues to operate marketing in a silo and does not integrate it with sales will lose out. It will become imperative to link the figures from marketing and sales. Only then will you be able to see which measures really had an impact. It will continue to be important to pay attention to what triggered which campaigns and which campaigns led to leads. This transparency is still possible, but it will be more demanding and will require the coordination of the various marketing and sales tools.
This trend is increasing: a partner of Worldsites has measured this and found that in Switzerland the majority of cookies are deleted within 30 days, which makes it difficult to achieve the transparency one would like for marketing ROI. This, in an environment where brand loyalty is generally decreasing, where customers are switching suppliers, and where it is becoming more difficult to retain customers. In such an environment, it would actually be even more important to get the important and correct data to find out what worked and what influenced customers to place orders.
searchWhat exactly is changing?
Many measures are already more difficult and will soon no longer be possible in the same way as before. Here are some examples:
Whether CRM, marketing automation, analytics or other tools, the reported figures must be questioned!
Retargeting in its current form will soon no longer be possible.
Conversion measurement is becoming increasingly difficult (especially when customers need more than a few days to decide).
Behavioral advertising is increasingly being blocked.
Assigning store visits to an online campaign becomes more difficult.
Ad optimization becomes more difficult due to less feedback.
Geographically targeted advertising is becoming more sophisticated.
Email open rates can hardly be used anymore.
In summary: The options for influencing the marketing ROI are becoming smaller!
moneyAutomation and AI can also reduce marketing ROI
Automation and AI also further reduce the possibilities for influence. In addition, they are almost always focused on short-term returns and struggle when it comes to longer purchase cycles . Providers like Google Armenia Phone Number Resource have placed increasing value on AI. They communicate that you no longer need data, you should just trust their system (which doesn't want to make money...).
Unfortunately, there are many companies that have found that, for example, the Performance Max campaigns that Google introduced for this purpose have a worse ROI than campaigns that were still managed manually. Nevertheless, the providers are pushing these options because it is about sales.
It is generally becoming more difficult to define homogeneous target groups because needs are becoming more and more diverse. Therefore, targeted online marketing measures and automation are still important. You just have to know their limits and disadvantages.
medalIncrease marketing agility without cookies
If you want to further increase marketing agility, you need additional data that is not based on cookies (see also Agile Marketing: How does it work without cookies? ). An example of such data comes from tools that recognize companies based on IP addresses. This makes it easier to align marketing measures with the CRM . This is almost essential in B2B in order to see which companies react how to which messages and what triggers inquiries (see also Turning website visitors into leads and customers ).
For anyone who does not yet use telephone tracking, this will also become a must when other data is no longer available. It shows which campaigns have triggered how many phone calls. This can also help to better understand the marketing ROI. This data should be linked to the CRM in order to provide holistic data (see also SEA and SEO: B2B Best Practices - Call Tracking ).
infrastructureAligning marketing and sales
Marketing automation and other measures will therefore suffer from fewer cookies. At the same time, what can be automated should be automated. CRM will move more into the foreground again. It helps to get an overview of which measures help to win customers and sales.
Anyone who continues to operate marketing in a silo and does not integrate it with sales will lose out. It will become imperative to link the figures from marketing and sales. Only then will you be able to see which measures really had an impact. It will continue to be important to pay attention to what triggered which campaigns and which campaigns led to leads. This transparency is still possible, but it will be more demanding and will require the coordination of the various marketing and sales tools.