The ClickZ Digest | Futureproof Demand Generation and Achieve First-Party Data Maturity

[Subscribe]() | [Forward]() [Logo]() Jun 10, 2024 ClickZ Digest WHAT WE ARE READING MARKETING TECH NEWS [How B2C Marketers Can Tap Into Fresh Marketing Insights With Generative AI]() B2C marketers can leverage generative AI to gain fresh marketing insights and stay competitive. Generative AI addresses challenges like siloed data, overwhelming data volume, and lack of accessibility. Studies show it can improve task efficiency and quality, leading to higher revenue growth. Specialized AI tools, integrated with proprietary data, offer tailored insights, enhancing marketing strategies. For instance, a kitchen appliance brand used AI to identify a trend in affordable luxury, reframing their campaign to appeal to cost-conscious consumers. Marketers can learn more about utilizing generative AI at upcoming events and panels, or by visiting the MarketLogic Software team at booth 157. SEARCH ENGINE JOURNAL [3 Steps To Futureproof Demand Generation And Achieve First-Party Data Maturity]() When Google launched its Privacy Sandbox, the news rang alarm bells for B2B marketers and advertisers. This signaled an end to third-party cookies on Google Chrome, which has over 65% of the browser market share. The Privacy Sandbox, however, was only the final nail in the coffin for evolving legislation across the world to improve privacy compliance – particularly the GDPR in the European Union and the CCPA in the U.S. (and various other state regulations since following). Despite setbacks announced by Google to eliminate third-party cookies (three times now in June 2024, with the last delay announced in April of the same year), preemptively building your first-party database is paramount for being prepared when these cookies are truly phased out. MARKETING DIVE [What Ballantines has learned from 10 years of music marketing]() Ballantine’s, a Scotch whisky brand, celebrates the 10th anniversary of its True Music platform, which has showcased over 800 artists and hosted events in 32 countries. True Music Studios, launched three years ago, offers workshops and community experiences, enhancing inclusivity. A key partnership with Boiler Room has led to 10 live performances worldwide. The brand has also ventured into gaming, partnering with Borderlands for a marketing campaign. Tom Elton, Ballantine’s Global Head of Music Partnerships, emphasized the importance of community engagement and authenticity. The True Music platform has helped Ballantine’s build trust and add value to consumers’ lives, reinforcing its “Stay True” philosophy. GARTNER [Gartner Marketing Symposium/Xpo 2024: Day 3 Highlights]() The Gartner Marketing Symposium/Xpo 2024 in Denver highlighted key trends on Day 3, focusing on customer data, advertising automation, and the challenges CMOs face with GenAI. Chris Ross emphasized "radical prioritization" for CMOs to drive significant results by focusing on fewer, high-impact initiatives. Ewan McIntyre discussed the need for CMOs to renegotiate marketing's value proposition, stressing the importance of creating a value narrative that goes beyond ROI. Lizzy Foo Kune explored the future of customer data, predicting that by 2026, 75% of businesses will use GenAI for synthetic customer data. CMOs must prepare for these changes through scenario planning and cross-functional collaboration. [marketing-week-logo-vector.png]() SEARCH ENGINE JOURNAL [MozCon 2024: Britney Muller On How To Use Gen AI In Marketing]() At MozCon 2024, AI expert Britney Muller discussed the integration of generative AI in marketing. She highlighted AI's strengths, such as sentiment analysis and code support, while cautioning against its limitations like factual inaccuracies and biases. Muller emphasized the importance of human oversight and ethical considerations in AI applications. She provided practical tips for prompt engineering and showcased various AI tools. Muller's key message was to view AI as an assistive technology, not a replacement for human expertise, and to prioritize ethical practices and human needs in marketing strategies. TOP VOICES INSIGHT FROM NAB AMPLIFY [What Consumers Want (Now): Rethinking Your Influencer Strategy]() Every savvy marketer knows that credibility is the cornerstone of effective influencer marketing. Yet as we navigate 2024, the influencer marketing landscape is undergoing a seismic shift. With evolving consumer expectations, complex buying behaviors, and a redefined sense of authenticity, brands must abandon the old playbook to stay ahead. Sprout Social’s “2024 Influencer Marketing Report” analyzes trends in the current landscape along with their impact in the future. Let's look at the findings. WHAT WE ARE LISTENING TO THE GIRLS IN MARKETING PODCAST [Integrating SEO and Marketing, Building a Digital Community and Working for Yourself with Areej AbuAli, Founder of Women in Tech SEO]() Areej initially made a name for herself in the SEO world working with huge household names such as Zoopla and Papier. Areej is also the brilliant mind behind Women in Tech SEO, a global community that supports and empowers women in the technical SEO field. In this episode, we dive into the world of technical SEO, exploring its complexities and the role it plays in your broader marketing landscape. Areej shares her journey, the challenges she faced, and how she built a thriving community that has become a vital resource for women in the industry. 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