For years, your favorite cup of coffee and your daily newspaper have been synonymous with each other. But it turns out that that morning routine is just another thing being disrupted by the digital age. Kerel Cooper, the Senior Vice President of LiveIntent, explains it like this:
“More people are waking up in the morning, grabbing a cup of coffee and opening up their inbox. So gone are the days of opening up your door and there’s the newspaper on the front step. It’s, it’s now your inbox. And I think publishers and brands recognize that.”
So how can brands take control of a consumer’s inbox? And where should they be focusing those efforts to win open rates? Kerel joined Marketing Trends to discuss why email marketing continues to thrive, why content is more important than ever, and the need for marketers to understand why the death of third-party cookies might be a good thing.
- Time to Level-Up: Content marketing has never been more important. With more and more people at home, every chance you get to reach a customer must be more creative, and it should center around how you are retaining customers, how you are selling products, and how you are educating the marketplace on your products.
- Inbox is the Hot New Thing: Email inboxes have steadily replaced newspapers as consumers’ go-to source for early morning information. Marketers who think email marketing is a thing of the past need to shift their focus to how they are connecting with consumers via newsletters.
- Gimme that Cookie: As third-party cookies begin to fade away, marketers must start understanding where they are getting their data and how they are utilizing that data. If you have been heavily reliant on third-party data, you need to shift your focus to gathering your own data. The larger your dataset is from a first-party data perspective, the more in control marketers will be of their own destiny.
- Key Quotes:
“More people are waking up in the morning, grabbing a cup of coffee, and opening up their inbox. Gone are the days of opening up your door and there’s the newspaper on the front step. [The newspaper] is now your inbox. And I think publishers and brands recognize that.”
“The clock continues to tick on the death of a third party cookie…. the larger your data set is from a first party data perspective the more you’re in control of your own destiny.”
“Content is what keeps me around and engaged with [a] brand. And I think that is one of the ways that more and more marketers, more and more brands should consider as we move forward is that investment on the content side and really acting like a publisher almost.”
“Monetization, acquisition, and retention. Some of the customers that we work best with are leveraging email to do all three.”
“We coach brands that you can utilize ad space [in newsletters] to dynamically deliver your own content or your own products to your subscribers.”
“As brands get more and more comfortable with email as a monetization vehicle, as they get more and more comfortable with email as a way of delivering personalized products, we’re starting to see that side of the business grow.”
“Content marketing becomes that much more important while everyone remains at home. How are you retaining your customers? How are you selling more products? How are you educating the marketplace and creating awareness? Content marketing becomes that much more important. I think the creativity around it becomes that much more important.”
“The browsers are making these changes with respect to third-party cookies to protect consumers first, which is a good thing… The majority of digital marketing that occurs today is based on third-party cookies. And so I think from a marketer perspective, marketers need to be asking themselves how reliant are they on the third-party cookie today to reach their audience.”
Kerel Cooper is the Senior Vice President of Global Marketing at LiveIntent. He currently leads the marketing team and works closely with sales, product, engineering and customer success to create awareness and generate leads for key products and features. Kerel has 20 years of digital media experience building and leading Advertising Operations, Account Management, Partnerships & Product Marketing teams. Prior to LiveIntent, Kerel held positions at Advance Digital as the Senior Director Ad Platform Strategies and JupiterMedia as Director of Advertising Operations. Kerel is also the co-founder and co-host of Minority Report Podcast which highlights people of color, diverse backgrounds, women & LGBTQ communities within advertising and marketing. Kerel has his Bachelor’s degree in Management Science/Marketing from Kean University and a MBA from Regis University.
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