Audience-based marketing in a post-cookies world
How M&T Bank has modernized its marketing approach with an audience-based strategy to prepare for the sunsetting of third-party cookies
With Google having announced plans to scrap third-party cookies by 2024 many businesses face the challenge of rebuilding programs without this core asset. Brands will be forced to ramp up efforts to collect first-part cookies or look to newer strategies, such as requesting zero-party data.
Chris O’Brien, SVP, senior product management at M&T Bank, spoke at All Access Customer Communications Management on how using an audience-based strategy which prioritizes identity can modernize marketing campaigns and prepare businesses for a future without third-party cookies while mitigating skyrocketing acquisition costs.
In his session O’Brien offered advice on delivering value to customers with curriculums, taking an audience-first approach and tying this to value and the importance of customer journey mapping.
Click here to read more about the key takeaways from All Access Customer Communications Management
