Business marketing trends you should not miss in 2022
Consumption of audio content is growing. And where there is an audience growth, there is an opportunity to connect your advertising. Streaming platforms are on the rise. In 2021, 64% of users worldwide listened to music and podcasts on paid services. This is 14% more than in 2020. But for marketers and advertisers, another indicator is more important – only 15% of the audience of streaming services buy a subscription. People who do not want to pay for a subscription are forced to listen to unstoppable ads. In other words, 100% of the ads you run on a streaming platform will be played in their entirety. People listen to radio/podcasts/music while commuting, running, cooking, or other activities. And many YouTube videos are not viewed, but listened to in the background. Therefore, it makes sense to buy audio advertising in copyright podcasts. You can see that Apple music streams and Spotify are growing like never before. You can buy real Apple music stream from a trusted company and start the marketing campaign.
Removing third-party cookies and new Google ad targeting technologies
In the past, companies used cookies to track users when they visited their sites. These files were then used to create more targeted ads. But new privacy rules, such as updating iOS and removing cookies from Google Chrome, will reduce the amount of information.
Implications for marketers:
- reduction in the number of impressions of advertisements in the target audience;
- decrease in the effectiveness of auto strategies that used visitor data for precise targeting.
What to do for companies that relied on cookies:
- collect your own cookies (this is not the same as third party cookies). With your own cookies, you can identify user actions on your site, the frequency of their visits and collect other information that will allow you to develop and implement marketing plans.
- According to the decision of the EU courts in 2019, users must agree to the use of all analytical cookies. Therefore, it is worth starting to strengthen ties with customers by communicating in advance about the methods of data collection. Be open about what customer information you collect and how you use it. Then people will be more willing to agree to the use of cookies.
- provide something in exchange for data. Users are more likely to enter their details if they receive discounts, personalized offers, and access to a loyalty program in return.
Deleting third party cookies will not cause ads to crash. Google promises marketers to give a new targeting technology – Privacy Sandbox. It will allow marketers to collect information about site users without receiving sensitive data.
