š Threads Knits New API, Google Burns Cookies and New Trends for the New Year
Welcome to Prosekās Digital Download: where industry-leading insights in financial services and digital marketing collide.
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With a new year comes change - and this is especially true for marketers. 2024 has just begun, and there have already been major announcements involving Threads, Googleās tracking cookies and other key conversations that will drive the marketing landscape through the year.Ā
In this edition of the Digital Download, we break down a few considerations that will help drive your marketing strategy so you start the year off on the right foot and maybe even knock a few marketing-related business goals and resolutions off your list.Ā
New year, same Prosek, bringing the marketing knowledge you need to stay ahead of the game. Until next time.
3 Canāt-Miss Digital Updates
Social Media and Advertising
Threads Moves to Next Stage of Testing for Its API
Whatās happening: The launch of Threads was splashy, but it has yet to show its true staying power. Many brands who started on the platform havenāt prioritized it in their marketing mix and user activity has been inconsistent. Enter the development of an API which will allow for direct publishing, scheduling and third-party analytics, among others. Meta is betting this addition will go a long way towards long-term growth and adoption.Ā
Why it matters: Threads is a direct competitor of Twitter/X, and with the platform in constant flux under the control of Elon Musk, Threads has a realistic opportunity to capitalize on the space. An API will grant the connection to third-party publishing platforms, substantially easing the burden on social media managers and allowing marketers to more seamlessly integrate Threads into their overarching strategy. With this latest update and Metaās unique approach to app development, Threads may catch momentum in 2024 and become a flagship platform for brands.Ā
Google Reveals Next Step Toward Removal of Tracking Cookies
Whatās happening: Google continues the evolution of tracking cookies, moving closer to a world where third-party cookies are a relic of the past. This next phase includes the implementation of a āTracking Protectionā option that provides users the ability to restrict the data they share through web browsing. This capability has now been rolled out to 1% of Chrome users and third-party cookies are expected to be entirely phased out by the second half of 2024.Ā
Why it matters: For marketers, third-party cookies have been quite tasty, providing targeting capabilities for campaigns based on user activity on the web. They give you the ability to reach users across the web rather than only on your own channels. BUT, times are changing. Marketers can (and should) begin to plan their strategy around this phase-out so they are prepared once these third-party cookies are officially stale. Our team has been prepping for this switch for months and will continue to tweak our recipe throughout the year as more changes arise.Ā
Top 5 B2B marketing trends for businesses in 2024 - a year of rapid AI transformation
Whatās happening: 2023 was a transformative year in the marketing world with the rapid rise of AI, economic uncertainty and tighter budgets pushing the need for smarter strategies. Brand building is still paramount to driving long-term growth and itās up to marketers to leverage the resources at hand to showcase ROI and differentiate from the pack. But with ever-evolving technological advancement, how do you remain authentic in your messaging?Ā
Why it matters: Todayās technologies provide lower-cost options and advanced capabilities to streamline your efforts, but itās the brands that remain human and truly connect with their audiences that will earn trust and brand equity. Prioritize a culture of learning within your team to boost your understanding of AI to ensure you donāt get left behind and couple this with a resilient commitment to authenticity. This combination is key to resonating with your audience, while continuing to drive business impact and ROI.Ā
Good Reads
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Marketing InspirationĀ
Slate Asset Management expertly uses an audiogram to amplify the newest episode of its branded podcast. The post effectively draws attention to the podcast by amplifying a key segment of the episode while highlighting the expertise provided by its guest in an engaging format.
Schroders leveraged its Spotlight series to feature their Head of Marketing, Americas Scott McKay to provide thought leadership on key marketing trends in the industry as we move into 2024. The recurring series varies in topic, highlighting members of its organization to showcase industry expertise, company culture and personal insight.Ā
Lincoln Property Company released a teaser video hinting at big news being announced this week. The engaging video and simple caption helps to capture users and is a strong approach to help build followership and excitement on the platform.Ā