Mi3's top podcasts of 2020: Preparing for the cookie apocalypse; the cheat's guide to marketing science; and Mark Ritson calling out the muppets
“People who have hung their hat on hyper-targeting are going to have to change their business models.”
Google's 2022 cookie apocalypse: Why it will hit first party data, hyper-targeting and a solution from Westpac's former digital media and tech boss
From 2022, Google's ban on the use of third party cookies will render up to 85% of current digital marketing useless, says Westpac's former digital and media technology director Nick Barnett. That's when Google Chrome joins Apple and others in voiding the digital marketing industry's most widespread currency. It's going to break things as new pressure builds on first party data, retargeting, behavioural targeting, hypertargeting... and usher the return of research panels and contextual content environments. This podcast, with insight from SynergyStack's Chris Brinkworth; Anna Samkova, Group GM, Digital at 250-store retailer The PAS Group; and Venntifact co-founder, Joey Nguyen, covers everything you need to know.
“What we need during the crisis are marketers that can think on their feet and do proper pricing, product innovation and distribution work. The problem is, there aren't many of those men and women around. They're outnumbered by communications muppets ... Put down the communication tool box and pick up the other tactics, because that's what we need.”
Mark Ritson v Suncorp CMO Mim Haysom on marketers as 'communications muppets'; Suncorp declares no Covid marketing cuts
An 18-month effort by CMO Mim Haysom to convince Suncorp's leadership and board to view long-term investment in brand and marketing as a growth driver has paid off. Mark Ritson says Haysom is "a 1-in-100 marketer" as he joins up with ADMA to launch a 12-week work-from-home "Marketing Masterclass" series. But… Ritson and Haysom do don the gloves for a light stoush over marketing’s obsession with communications.