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Wilson Lau

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If you haven’t heard the news by now, third-party cookies are no longer supported on web browsers. Safari and Firefox have already gotten rid of all third-party cookie tracking, and Google will remove them from Chrome by 2023. This major decision was made with the intent to increase privacy for internet users. However, the most significant impact is on marketers and advertisers, who now have to find new ways to learn about and engage their…

By 2023, the world of advertising as we know it will look completely different. In fact, this change has already started with browsers transitioning away from third-party cookies. Google announced its complete transition by 2023, which will vastly impact how marketers create, track, and improve their advertising campaigns. Learn everything you need to know about navigating the deprecation of third-party cookies and its impact on advertising.  The Move Away From Third-Party Cookies The move away…

Established businesses and ecommerce newcomers alike perform best when they create and stick to a strategic plan for the brand. In the ecommerce world, your digital marketing budget is where you decide exactly how you’ll meet your goals for the year for everything from increasing sales and developing new products to boosting web traffic and growing social media engagement. Setting and successfully managing a digital marketing budget for an ecommerce brand that aligns with your…

Third-party cookies have long been the way marketers and advertisers collect and analyze data to serve personalized ads to their target audience. However, because these cookies utilized such personal information about each internet user, there have been increasing privacy issues and concerns. Because of this, third-party cookies are going extinct, which means it’s time to find new ways to plan advertising campaigns that work. Read on to learn more about the coming end of third-party…

With the transition away from third-party cookie-based tracking, advertisers are looking for new ways to identify their audiences and provide personalized and targeted ad campaigns. Google recently decided to track users in a new way — by using FLoC. So, what is FLoC, and how does it work? And more importantly, is it something that impacts your business as marketers look to transition away from third-party tracking? Read on to learn everything you need to…

Have you ever felt like someone must be listening to your phone conversations because as soon as you mention needing to find a dress for your friend’s upcoming wedding, every website you visit shows you summer dress options? This high level of personalization comes from “cookies,” which track your every move while browsing the internet across your devices. Third-party cookies share information about your interests (based on your online behavior) with other websites. Those websites…

Targeted advertising is a way for marketers to present consumers with ads that reflect their specific traits, interests, and shopping behavior. This is generally done by using customer data to segment audiences by factors such as basic demographics, shopping interests, or browsing behavior, and then creating unique advertisements tailored to each audience segment.  For digital marketers and ecommerce brands, targeted advertising is an essential tool for cutting through the noise of ads that internet users…

Email automation is the practice of using preset parameters to issue marketing communications to customers or subscribers. It falls under the broader umbrella of marketing automation, encompassing social media, display ads, organic search automation, and more. Email automation allows branding professionals to personalize the customer journey in both content and cadence, making it possible to turn marketing analytics into high-impact messaging suited to a customer’s interactions with the brand.  Basic examples of automated marketing emails…

Ever think to yourself, “If only I could find a way to encourage website visitors to follow through with their purchases even after leaving my site?” Two words: email retargeting.  The merits of email retargeting speak for themselves — while only 2% of shoppers convert during their first visit to your site, nearly 60% of shoppers say that marketing emails affect their purchase decision-making process. Meanwhile, a study found that retargeting can boost conversion rates…

For the better part of a decade, lookalike audience targeting has been a go-to marketing tool for brands and organizations to expand their reach and sell more. After all, marketers have long used audience targeting to match their prospective client list with the behaviors and demographics of their best customers.  Even before digital marketing, being able to spot, track, and engage high-value audiences was a priority for businesses across the board, from car dealerships to…