February 2024
Experience is Becoming the Currency of Growth
Welcome to the February edition of our newsletter.
As we head deeper into 2024, we’re seeing some of the B2B issues we talked about last year, start to gain real momentum. Third-party cookies are being phased out and buyer-directed journeys taking the place of sales funnels. These mean B2B content needs to deliver more value than ever—a clear shift from transactional interactions toward a more holistic user experience—for both brands and their content.
In this issue we look at how to prepare for your ‘cookie-less’ future, growing audience distrust for gated B2B content—and what you can do about it—and what content formats are best for engaging at brand level (spoiler alert: video and audio lead the way). And with in-person events firmly back on the agenda, we explore how to maximise audience engagement. Oh, and we’re having a little creative fun too.
The State of Cookies in 2024
The shift to cookieless marketing signals a fundamental change. With privacy concerns and ever-evolving regulations forcing marketers to explore alternative ways to maintain personalization without relying on traditional cookies—like first-party data, contextual targeting, and AI-driven approaches. While a challenge, it’s also an opportunity. User-centric marketing strategies will drive brands to prioritize consumer privacy while still delivering relevant and targeted content.
The Future of Ad Experiences
The digital landscape constantly changes, first-party data is in and third-party cookies are out. Contextual advertising is back—but this time, it’s powered by AI. Emerging channels, such as audio and mobile video, are reinvigorating media planning, and new content formats are giving us new ways to combat ad blindness. In this blog, MOI’s Liz Wood shares key insights gathered at the recent Digiday Programmatic Marketing Summit and offers an exclusive glimpse into the future of B2B marketing—for 2024 and beyond.
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To Gate or Not to Gate?
Or more to the point – to trust or not to trust (gated content)? Many audiences doubt its value, according to research, such as Informa Tech's 2023 Trust in Marketing Index. They found that 71% of those surveyed were either sometimes or often disappointed. While outright un-gating isn't recommended, viewing your audience as 'customers of your content' and showcasing its value upfront can build trust and encourage a future value exchange.
The Future of B2B Event Experiences?
The future of event experiences aren’t defined by glitz and glamour. Whilst we’re not suggesting your audience wouldn’t enjoy a Taylor Swift performance, it’s time for B2B brands to focus more on delivering event experiences that really align to their buyers needs and values. More sustainable, more digital and more accessible are key components of making your events connect at a deeper level with your audience.
Amplifying Your Brand at Events
Now that in-person events are firmly back on the agenda (hurrah!), how should companies maximise their investment and make sure every aspect of the event contributes to a seamless and impactful brand experience? From using the event as a content goldmine (to extend its lifespan) and creating personalised touchpoints for your visitors, to implementing post-event engagement strategies (for ongoing nurture), our guide is for brands looking to optimise the value of trade events.?
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