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Data-Driven Digital Marketing

Third-Party Cookies vs First-Party Cookies. According to Paula McLean, we're going to see some big changes in the digital marketing industry in 2023. There's a third-party data strategy that will be impacting businesses as we move into 2024. Google has announced that they will stop the use of third-party cookies in Chrome in 2024. Google is one of the biggest players, but there are other players and they already implemented privacy policies to protect the privacy of users. From the user perspective, users no longer have to worry about being watched. From the marketing perspective, we will no longer be able to look at and leverage the cookies from other websites. This means we're not going to be able to see what users do on the websites of other businesses. You will still see the user behaviour on your website and you can still look at your analytics through GoogleAnalytics.

Black Hat SEO Still Falls Under Don’ts

Black hat SEO is when you target organic search using techniques that Google and other search engines don't favour, such as link building with channels that are not associated with your business or industry at all just to get as many backlinks as possible. Back in the day, black hat optimisation was really big and then Google made sure that you're not using some naughty techniques to market your website. Google keeps changing the algorithm, which is always so much fun. SEO in 2023Now, the majority of SEO strategiststhatareworththeirweightandgoldare onlyusingwhitehatSEOtechniques.

Automation andArtificial Intelligence

Automation is going to be a game changer in 2023. Paula predicts that the artificial intelligence (AI) part of marketing is going to play a significant role in the industryinthenextdecade.Sheshares,“We'reactually building landing pages that are AI-based and -led, which is really exciting. It takesA/B testing to the next level.” A/B testing is where you're comparing one marketingcomponenttoanother.Forexample,youcan have the same copy on your landing page but two users will see a different heading, helping you determinewhichofthetwoheadingsworkbestinterms ofengagementorconversion.

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