Marketers are preparing for upcoming restrictions by conducting research to test new strategies.
Last October, Bacardi ran a test to see whether its campaign promoting Bombay Sapphire in the U.K. could boost sales and brand favor—and help answer a broader question about the long-term fate of its digital marketing. This is because the way consumers are targeted for ads now faces a shift. The campaign took 10,000 anonymized identities of people who had visited the gin brand’s distillery or website and sent them offers like promotional emails or Instagram ads, promising drink recipes and early access to new products.
- The result was a click-through rate around nine percent higher than previous campaigns that relied on common but now endangered targeting methods, such as using data from third-party sources. The new campaign also saw a 14% increase in cost efficiency as measured by a cost-per-click metric.
Further, Google’s March announcement reaffirmed the importance of investments that Clorox Co. already was making in first-party data, partly in response to consumers’ changing attitudes toward privacy, said Stacey Grier, chief marketing and strategy officer at Clorox. “We are building a cookieless future but without really knowing what that future is.”— Sebastian Hernoux, U.S. managing director of data and technology transformation at OMD.
Source: Bruelle, A. (2021, April 1). Google’s Ad Changes Prompt Big Brands to Revamp Data Strategies. The Wall Street Journal.
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