by threshold | Aug 10, 2024 | Digital Marketing, General, Marketing, Tech/Web, Thought Leadership
Ava Page
If you’ve been following the digital marketing world lately, you probably know that Google has been hyping up the end of third-party cookies for what feels like forever. We were all gearing up for this big change—prepping strategies, learning new tools, and basically getting ready to say goodbye to the little data trackers we’ve all relied on.
But now, Google has pulled a plot twist: they’re not getting rid of third-party cookies after all. Soooo…what now?
the great cookie debate.
First, let’s rewind a bit. Third-party cookies have been the backbone of digital advertising for years. They help brands track users across different websites, allowing for targeted ads and personalized experiences. But as privacy concerns grew, Google announced they’d phase out these cookies by 2022, later pushing it to 2023, and then 2024. And now? Well, third-party cookies are sticking around, at least for the foreseeable future.
So, what does this mean for marketers? Should we all just go back to business as usual? Not exactly.
why Google changed its mind.
Before we dive into the future, let’s talk about why Google hit the pause button on this cookie extinction. The short answer: the alternative solutions weren’t ready yet. Google’s Privacy Sandbox, which was supposed to be the privacy-friendly replacement, still needs more time in the oven. By delaying the cookie cut-off, Google is buying time to develop a solution that balances user privacy with the needs of advertisers.
what this means for marketers.
Okay, so third-party cookies are still around, but that doesn’t mean we should get too comfortable. The industry is still moving toward a more privacy-focused future, and it’s only a matter of time before cookies really do crumble. Here’s how to navigate this ever-changing landscape:
don’t ditch your privacy strategy.
Just because Google hit the brakes doesn’t mean privacy concerns are going away. Consumers are still demanding more control over their data, and regulations like GDPR and CCPA aren’t budging. Keep working on building a first-party data strategy, enhancing your consent management practices, and exploring alternative tracking solutions.
keep an eye on Google’s privacy sandbox.
Google’s Privacy Sandbox is still in the works, and it’s going to be a big deal when it’s ready. The idea is to create privacy-friendly ways to target ads without relying on third-party cookies. While we’re still waiting for the full rollout, now’s the time to stay informed and start testing the new tools as they become available.
diversify your targeting methods.
Cookies aren’t the only game in town. Contextual advertising, which targets ads based on the content of a webpage rather than user behavior, is making a comeback. Additionally, investing in first-party data (like email lists and CRM data) and leveraging tools like Google’s FLoC (Federated Learning of Cohorts) will help future-proof your strategy.
focus on building trust.
At the end of the day, trust is what’s going to keep your audience engaged. Be transparent about how you use data, give users control over their privacy settings, and prioritize creating meaningful, relevant content. The more your audience trusts you, the more likely they are to stick around—even as the digital landscape shifts.
to sum things up.
The cookie situation might be in limbo, but one thing’s for sure: the digital advertising world is changing. While Google’s latest announcement may give us a little more time to adjust, it’s clear that the future will still be privacy-focused. So, keep building your privacy-first strategies, stay flexible, and be ready to adapt to whatever comes next.
What now? We keep moving forward, keep innovating, and keep building strategies that not only survive but thrive in this new era of digital marketing. The future of cookies might be uncertain, but one thing’s for sure—there’s never a dull moment in the world of marketing!
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold social channels, blog content, and SEO maintenance. She also aids in digital marketing strategies as a part of the activation team, focusing on setups and optimizations of campaigns ranging from social to display, and all the fun bits in between.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her two dogs, Miska and Noodle, & two cats, T’Challa and Ada.
by threshold | Jun 16, 2024 | Digital Marketing, General, Marketing
Welcome to the dynamic world of marketing. Over the decades, the marketing landscape has transformed dramatically, adapting to new technologies, shifting consumer behaviors, and evolving business needs.
From the early days of traditional marketing to the digital era we thrive in today, the journey has been nothing short of fascinating. Join us as we explore the key milestones in the evolution of marketing and see how Threshold can help you navigate this ever-changing terrain.
After all, we’re here to market your everything – didn’t you hear?
the traditional marketing era: tried and true
Before the internet took the world by storm, marketing was all about traditional methods. Picture this: glossy magazine ads, catchy radio jingles, and eye-catching billboards. These methods ruled the marketing landscape for decades. They were effective in reaching a broad audience and building brand recognition.
However, traditional marketing often came with high costs and limited ways to measure precise ROI.
the digital revolution: enter the internet.
As the internet emerged, it brought along a seismic shift in how businesses could connect with their audiences. Websites became the new storefronts, and emails started replacing direct mail. Search engines like Google transformed how people discovered products and services.
This digital revolution provided marketers with new tools and strategies, offering more targeted, cost-effective, and measurable approaches to reach consumers.
social media: the game changer.
The 21st century ushered in the era of social media, changing the marketing game forever. Platforms like Facebook, Instagram, Twitter, and LinkedIn became the new playgrounds for brands to engage with their audiences. Social media marketing allowed businesses to interact with consumers in real-time, creating a two-way communication channel that was unprecedented.
It’s no longer just about broadcasting messages; it’s about creating conversations.
the mobile movement: marketing on the go.
With smartphones becoming ubiquitous, mobile marketing has become a crucial part of the digital marketing mix.
People are constantly connected, checking their phones for updates, making purchases, and consuming content on the go. This shift has driven marketers to optimize their strategies for mobile devices, ensuring seamless experiences across all screens.
data-driven decisions: the rise of analytics.
One of the most significant advantages of digital marketing is the ability to collect and analyze data. Gone are the days of guessing which campaign might work best.
Today, marketers rely on analytics to make informed decisions, track performance, and refine their strategies. Data-driven marketing allows for personalized experiences, ensuring that the right message reaches the right audience at the right time.
the future: ai, vr, and beyond.
As technology continues to advance, the future of marketing promises even more exciting developments. Artificial Intelligence (AI) is already making waves with chatbots and personalized recommendations. Virtual Reality (VR) and Augmented Reality (AR) are opening new doors for immersive brand experiences.
Staying ahead of these trends is crucial for businesses aiming to maintain a competitive edge.
partner with threshold: marketing your everything.
Navigating the ever-evolving marketing landscape can be daunting, but you don’t have to do it alone. At Threshold, we take pride in our ability to market your everything. Our team of experts is here to help you harness the power of both traditional and digital marketing to create a comprehensive strategy tailored to your unique needs.
Whether you’re looking to revamp your social media presence, optimize your mobile marketing, or dive into data analytics, we’ve got you covered.
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website! \
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance. She also aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | May 16, 2024 | Culture, Digital Marketing, Financial Marketing, General, Marketing
Ava Page
Hey there, marketing enthusiasts! 🌟 Ready to boost your email marketing game? At Threshold, we believe in the power of a great email strategy to connect with your audience and drive results. With our new Marketing-as-a-Service (MaaS) offering, including top-tier email marketing, we’re here to help you shine.
know your audience.
First things first, you’ve got to know who you’re talking to. Your emails should feel like a conversation with a friend – someone who gets you and knows what you need. Start by segmenting your email list based on demographics, interests, and behavior. This allows you to send personalized content that resonates with your readers. Threshold’s MaaS helps you dive deep into audience insights, ensuring your emails always hit the mark.
craft compelling subject lines.
Your subject line is the first impression your email makes. It needs to be irresistible! Keep it short, sweet, and to the point. Use action words, ask intriguing questions, or create a sense of urgency to entice your readers to open your email. With Threshold’s expert copywriters on your side, your subject lines will consistently capture attention.
create engaging content.
Once your readers have opened your email, the next step is to keep them engaged. Your content should be valuable, relevant, and easy to read. Break up text with bullet points, images, and headers to make it visually appealing. And don’t forget to include a clear call-to-action (CTA). Threshold’s MaaS ensures your emails are packed with engaging, high-quality content that drives action.
optimize for mobile.
With more people checking emails on their phones, it’s crucial to ensure your emails look great on all devices. Use a responsive design that adapts to different screen sizes, and keep your text and images balanced so they’re easy to view on smaller screens. Our MaaS includes design optimization to make sure your emails are always mobile-friendly and visually stunning.
test, analyze, and improve.
A/B testing is your best friend when it comes to email marketing. Experiment with different subject lines, content formats, send times, and CTAs to see what works best for your audience. Track your email performance with analytics to understand what’s working and what’s not. Threshold’s MaaS provides comprehensive testing and analytics, helping you continuously refine your strategy for maximum impact.
to sum things up.
With these five strategies (and Threshold’s Marketing-as-a-Service, if you choose) at your fingertips, you’re set to maximize open rates and conversions like never before. Our team is dedicated to crafting email campaigns that not only stand out but also drive results.
Ready to transform your email marketing? Let’s get those emails opened and those conversions rolling in! 🚀
Interested in taking this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.
Stay tuned for more tips and tricks from the Threshold THeam, and happy emailing! 📧✨
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Apr 16, 2024 | Digital Marketing, General, Marketing, Tech/Web
Ava Page
When it comes to the world of digital marketing, change is not just inevitable – it’s the norm. At Threshold, we understand the importance of staying ahead of the curve. That’s why we’re here to provide you with a deep dive into the upcoming changes to cookies, and how they’ll impact your business, your marketing, and your brand.
understanding cookies: pillars of personalized online experiences.
Cookies, those tiny digital crumbs, play a monumental role in shaping your online journey. But what exactly are cookies? Imagine them as digital footprints left behind as you navigate the vast landscape of the internet. They’re small pieces of data stored on your browser that help websites remember information about you.
This can range from remembering your login details to tailoring product recommendations based on your browsing history. In essence, cookies are the cornerstone of delivering seamless and customized experiences to customers, especially in the retail sector.
Google’s bold move: unraveling the implications.
Google’s recent announcement about phasing out third-party cookies on Chrome has sent ripples through the digital marketing community. But why is this such a seismic shift? Well, probably because Google is the last major browser that allows third-party cookies by default, representing a whopping 60% of browser use.
So, why is Google making this change? The answer lies in the growing concerns surrounding user privacy and data protection. Third-party cookies have long been criticized for their invasive nature, tracking users across the web without their explicit consent. By phasing out these cookies, Google aims to enhance user privacy and security, aligning with evolving regulatory standards and consumer expectations.
While this move may seem daunting, it’s important to note that we’re not venturing into a cookieless world just yet. Third-party cookies remain integral for website functionality, particularly in the retail sector where targeted advertising is paramount.
Despite Google’s incremental steps, such as the testing of deprecating a small percentage of cookies since January 2024, there’s lingering uncertainty surrounding the feasibility of meeting the July 2024 deadline. The introduction of Google’s Privacy Sandbox initiative, featuring alternative methods like the Topics API and Fenced Frames, has sparked both curiosity and concern within the industry. These initiatives aim to provide advertisers with viable alternatives to third-party cookies while preserving user privacy and fostering a more transparent digital ecosystem.
addressing concerns and crafting a strategy.
In light of these changes, concerns have emerged from industry stakeholders, including the International Advertising Bureau (IAB) and the UK Competition and Markets Authority (CMA). Questions regarding market dominance, fairness, and transparency loom large, prompting businesses to rethink their advertising strategies.
One significant challenge arising from the phasing out of third-party cookies is the potential gap in conversion tracking. Without the ability to track user behavior across websites using traditional cookie-based methods, businesses may face difficulties in accurately measuring the effectiveness of their marketing efforts and attributing conversions.
However, amidst these challenges lies an opportunity for growth and innovation. At Threshold, we’re committed to guiding you through this transition. Through proactive client education, meticulous risk assessment, and rigorous testing efforts, we’ll ensure you’re well-equipped to navigate the evolving digital landscape.
By fostering collaboration with our expert digital team and harnessing the power of first-party data strategies, we’ll help you adapt to the changing terrain while maintaining your competitive edge. Our approach includes leveraging alternative tracking methods, such as first-party cookies and server-side tracking, to close the gap in conversion tracking and provide valuable insights into your customers’ journey. With our tailored strategies and innovative solutions, you can continue to drive results and achieve your business objectives in a cookie-less world.
embracing opportunities.
As we bid farewell to third-party cookies, it’s time to explore new avenues for digital marketing. From real estate to financial institutions – and everywhere in between – we’re being presented with exciting opportunities, where strategies emphasizing brand awareness and contextual targeting are gaining momentum, offering a fresh perspective on consumer engagement.
While the road ahead may be uncertain, it’s also brimming with potential. By prioritizing consumer preferences, transparency, and resilience, we can transform challenges into opportunities for growth and innovation.
to sum things up.
Change is not just a challenge; it’s an invitation to evolve. Together, let’s embrace the cookie revolution and pave the way for a more consumer-centric and privacy-conscious digital future. At Threshold, we’re here to guide you every step of the way.
Ready to take this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Apr 4, 2024 | Creative, Design, Digital Marketing, General, Marketing, Tech/Web
PeakMade Real Estate came to us needing a platform that allowed for a more streamlined approach to websites across their portfolio and understood that the user journey is different across their various markets.
So we did what we do best, implementing website templates optimized for Peak’s audiences that have significantly reduced website development time and include a custom Entrata integration that converts better than any leading property management software on the market.
when we say best, we mean it.
We wanted to not only simplify website development but also provide PeakMade’s portfolio with a marketing tool that amplified lead generation. Each template design was to be innovative, with thoughtful movement of content to engage the viewer while not overwhelming them.
Our adaptable designs show an immediate improvement in conversion rates in the PeakMade portfolio, with lower costs to acquire leads when comparing the performance of their pay-per-click campaigns year-over-year from pre-templated Threshold websites to post.
Claremont Collegiate Apartments in Claremont, CA. saw:
- A 213% increase in conversion rate
- A 65% decrease in cost per conversion
University Gateway in Los Angeles, CA. saw:
- A 1,607% increase in conversion rate
- An 83% decrease in cost per conversion
Impressed? See more for yourself.
a custom integration? you got it.
Up until now, Entrata’s API allowed only floor plan pricing to be pulled into websites. Threshold built a custom integration for Entrata that retrieves several data points such as property floor plan details, availability, pricing, specials, and general property promotions, leveraging automation and increasing website accuracy and sustainability.
Our custom PeakMade templated designs and integration go far beyond the current property website capabilities, allowing property managers to:
- Set a custom pricing label option for floor plans with the ability to customize individual floor plan specials and floor plan name options
- Introduce a rent pricing override option for quick and easy discounted pricing updates when needed
- Create specials and offers that automatically remove themselves from the website when they expire
What does this mean for the property management teams?
- Information refreshes automatically
- No more spending precious hours updating leasing information or submitting requests through Threshold
- User-friendly back-end access to make certain edits on their own, without having to wait the standard 24-72 hour agency request turnaround time
- Focus on leasing and know that the property’s website is accurate and up-to-date
we love results.
How fast do you need a website? Because Threshold and PeakMade launched several of these custom website templates in only 26 business days. But the results don’t stop there.
When switching their property websites from Entrata templated designs to Threshold’s customized solution, PeakMade saw some dramatic improvements.
Taking a sample of 10 property websites from 2022-2023, the PeakMade team saw the following changes:
- Average time on a website increased by 33 seconds across all sites
- An engagement rate increase of 7.74%
- A goal conversion rate increase of 77.61%
before you go.
The 411? Using the Entrata designs and limited plugins was costing PeakMade properties conversions. Their new Threshold website templates look better than the previous property websites and provide a much-improved user experience that’s consistently resulting in better website engagement and higher lease numbers.
Let’s propel you forward. Your place for your every marketing need, with us you can go a la carte or take all the carts. Talk to a Marketing Specialist today.
