Good morning, Marketers, we’ll just have to wait and see.

Google announced that it was replacing Federated Learning of Cohorts (FLoC) with a proposed Topics API for targeting. Meanwhile, the timeline for deprecating third-parties cookies might change again.

Digital marketers have become masters of the waiting game, demonstrating the need to be agile and ready for unexpected changes. It’s also becoming clearer that marketing teams need to come up with fresh ideas in their strategies and be first to act, instead of waiting around while major players like Google keep changing the field of play.

For example, marketers are being proactive to changes in the email marketing space by adjusting how they measure performance after Apple’s Mail Privacy Protection shakeup. When it comes to cookies, I’m sure we’ll be just as resilient.

Chris Wood,
Editor

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Marketing personalization can offer brands a competitive advantage by creating more engaging customer experiences.

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FLoC is off the table as Google switches to targeting by Topics

Forget FLoC says Google, betting instead on topics of interest as a means of segmenting and targeting audiences.

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How to fix the broken sales-marketing lead funnel

Misaligned goals. Poor execution due to a lack of communication. A dearth of shared, reliable data. All of it culminates in low trust between the two teams. It’s an illustration of the kind of scenario that can cause a deep divide between sales and marketing. And it impacts revenue.

So what do you do? Let’s take a look at how to fix the funnel.

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What are marketing automation platforms, what do they do, and how is the vendor landscape changing?

The market is quickly evolving, as modern marketers demand integrated marketing functionality that rapidly translates into bottom-line return.

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Just launched! Enterprise Digital Experience Platforms: A Marketer’s Guide

Modern marketers are called upon to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before. If you’re not able to deliver the kind of speed and user experience you require, a digital experience platform (DXP) can help. MarTech’s “Enterprise Digital Experience Platforms: A Marketer’s Guide” examines the current market for DXPs and the considerations involved in implementation.

Get your copy now!

Instagram remains the key channel for influencer marketing campaigns

A new report conducts in-depth analysis of the rapidly growing influencer marketing space.

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How email marketers everywhere can learn from privacy success in the UK and EU

US marketers can turn Mail Privacy Protection into a win, according to Validity’s Guy Hanson.

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Shorts

Quote of the day: “It’s not necessarily a bad thing for marketers to be responsible. If marketers do email marketing properly, they may wind up with better performing campaigns.” Guy Hanson, Vice President of Customer Engagement, Validity

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