Life without cookies and the voice of customers. Key insights from RampUp Virtual Summit
RampUp: Virtual Summit is part of an annual series of roadshows hosted by LiveRamp, U.S.-based data connectivity platform. The events focus on new, customer-first marketing strategies and tactics in industries like TV, retail, government and political agencies, publishing, financial services, auto, and hospitality.
Last year's event took place in San Francisco. This year the organizers had to move it online due to quarantine.

"It feels like a lifetime ago that we were all together for RampUp San Francisco. Back in March—only three months ago—we were not yet sheltering in place, the COVID-19 pandemic had not been declared as such, the recession was just beginning, and ongoing injustice against the black community had not reached a global fever pitch. It's enough to make businesses pull back and enter survival mode. The hardest times call for action and boldness, and you know it—which is why more than 3,000 of you registered for our first RampUp Virtual Summit. In the opening remarks, LiveRamp executives Daniella Harkins, GM of Strategic and Media Alliances, and Anneka Gupta, President and Head of Product and Platforms, made the point that now is the time to build the world we want, a call to action that carried through the day's content" — says LiveRamp's Audrey Luk.

Adsider tuned in to the discussions and gathered the main insights from the conference to share them with you.
Advertising in a Post-Cookie World

Joanna O'Connell
VP, Principal Analyst, Forrester
Advertising has always been a balancing act among the needs of three primary constituencies: advertisers, publishers and consumers. But industry practices over the last two decades have thrown the balance off, driving consumers away.

Three major forces - privacy legislation, 3rd party cookie degradation and the rise of 'walled garden' ad environments are a byproduct of this imbalance and will shape the immediate future of advertising.

Advertisers must reorient their ad efforts using a lens of relationship intimacy to dictate audience targeting and personalization strategies and focus on value delivery to consumers in the ad experiences themselves.

Expectations:

  • First- and second-party data investments will supplant third-party data

  • The cookie will be replaced by a privacy-compliant identify infrastructure

  • Advertisers will accept gated data access but not a world of many walls

Now is the time to right the balance among advertisers, publishers, and consumers. People may say that they hate advertising, but according to Forrester research, 42% of surveyed consumers say ads are a good way to learn about new products. Rethink the ways in which you present your products, services, and even your voice.
Media Planning, Execution, and Measurement without Cookies

Alison Gensheimer
VP, Digital Marketing Wells Fargo
Will data-driven marketing still be possible, and how to prepare for the next wave of advertising, data, and technology that respects individuals and promotes transparency and choice.

If you got a lot of success with one-on-one marketing, your focus should be on how to keep that. Figure what the new one-on-one consumer channels will be — display advertising, social, or even television (Netflix is still relevant).

There might still be opportunities for peer-to-peer sharing, but you'll need to change your approach drastically.

If before we simply pumped data into every channel and tried to see if that'll work, now you'll need to think about a user experience a lot more.

Measurements are going to be gravely disrupted. Marketers will have a hard time comparing their campaigns to the previous years.

DMPs are going to change their approach, and there is no roadmap for that yet.
Social and Digital for B2B Marketers in the New Era of Advertising

Gissell Malfitano
AmTrust Title
Smart strategy is the key to success. Building a smart strategy means:

  • You don't have to work hard to achieve success, just think out of the box.

  • Be authentic regardless of who you are.

  • Defining/redefining your target audience is essential in order to be relevant.

Social & Digital strategy outtakes:

  • Have goals that are both attainable and aspirational (short + long-term strategy).

  • Understand your targets (there is a person behind every company and role)

  • Take a deep dive, understand lifestyle, associations, behavioral patterns to inform your plan and approach. Use this to fine tune your strategy or A/B test for paid social media campaigns.
Key things to remember while building your social media strategy:

  • Who is your audience;

  • What conversation are you looking to have;

  • What is your CTA;

  • What is your end goal.
Moving to Outcome-Based Measurement

Dana McGraw
VP of Audience Modeling and Data Science at Disney Advertising Sale
Stratify your messaging and match it with unique actions across the funnel. This is especially important now, considering that new consumer habits have emerged.

Some people may be happy to save more and spend less in certain categories, while others may make up for lost consumerism once they are able to shop in stores again and travel.

If the outcomes you're measuring against are too narrow, and your marketing doesn't match your audience's needs, you can turn off a potential customer who isn't ready to engage.
Marketing with Empathy in a Time of Crisis

Erin Gulden
VP of Inbound Marketing at US Bank
We pulled the Hard Work Works campaign soon after the coronavirus was declared a pandemic. The bank also paused campaigns slated for later in the year, such as a series on how children and adults think differently about money.

Has run a "thanks" campaign focused on essential workers and volunteers, released new content geared toward small business owners and people who have recently lost their jobs.

The bank's marketing and analytics teams are collaborating to ensure they are taking their audience's feedback to heart.

Overall, the key outtakes from the summit were to pay more attention to the customers, respect their data and think more thoroughly about their use. The post-cookie world is yet an unexplored one, however it is not the hellish landscape some paint it to be. Advertisers and brands will need to change in order to succeed, and to listen more attentively to the feedback they get from the consumer, as marketers have long been focused on the metrics they want to improve — CPMs, ROAS, CTR, but none of these take the consumer into account, the first speaker of the conference, Joanna O'Connel, said.
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