New Digital Marketing Trends for an Increasingly

[mouakter11]

The future of digital marketing has been written: Artificial Intelligence will reign supreme and brands around the world will have to find alternative solutions to respond to the cookieless era .

Here’s what’s on the horizon, and some helpful advice for navigating these new waters.

Google Marketing Live 2024: Between AI and Data Measurement
After Google Marketing Live 2024, the annual event on the latest news from the world of Google, what had already become clear to everyone was confirmed: how much Artificial Intelligence is conquering every sector. In this MMR we will focus on the most important news.

Let's start with the future of web search: AI Overview was presented , a tool that offers a concise and direct answer to a question entered in the search bar, collecting information from different sources along with links to go deeper. A new feature that optimizes the user experience on the most used search engine in the world. What do you expect? Save hours and hours of browsing between one site and another in search of the desired answer!

A great opportunity for those who work in the student data marketing world: the user will also be offered specific advertisements , linked to the initial question.

For example, by searching for: “ How to remove creases from a dress ”, the user will discover a series of related products, such as different models of portable or steam iron.

But it doesn't end there... there's a new feature that winks at user loyalty: Loyalty Promotion will show ads with special offers and promotions dedicated only to customers who are most loyal to a specific brand because they are enrolled in the loyalty program.

Two features have also been introduced that will come in handy in light of the Cookie Apocalypse

Meridian , the new open source marketing mix model that will allow you to measure ads in a cookieless way and optimize investments on different channels
Google Ads Data Manager , now available for all Google Ads accounts, will allow you to connect first-party data from external sources, without sharing it with Google thanks to Trusted Execution Environments technology, essential for creating ads with more accurate targeting.
Goodbye Cookies, Welcome Walled Garden
Starting in 2025 , it will be forbidden to rely on third parties to collect useful data on users. Although at first glance it may seem like a problem that will limit audience segmentation, in truth it is the perfect opportunity to change your strategy and start collecting data autonomously in a transparent and consensual way.