For at least a decade, digital marketers have used third-party cookies to relentlessly stalk their website visitors into returning to their websites.
Third-Party Cookies Drive Retargeting
If, for example, you visit a website landing page for an upcoming webinar, a mainstay staple of IaaS, SaaS, and FinTech demand generation, and you don’t convert, there’s a pretty good chance that you’ll come across multiple display ads on multiple websites reminding you to return to that website and register for their upcoming webinar.
While technical SEO experts think about the dozens of weirdly-named algorithm updates they and their clients have worked through, the cookie ban is similar to how digital marketers had to adapt to encrypted searches and Mobilegeddon.
Time to Get Serious About Building Your Brand
This latest change in Google's industry-leading strategy around privacy will force millions of businesses to get way more serious about their content strategy.
However, in many ways, digital transformation in the late 2010s dramatically accelerated even further during the pandemic. Behavioral trends around digital transformation now strongly favor companies with strong content creation and distribution strategies.
So what's the net impact of content's role in IaaS, SaaS, and FinTech companies -- for filling the gaps left by Google phasing out of third-party cookies?
Build a Marketing Team ⇒ Build a Media Company for Your Niche
Many companies are now deciding to build internal media companies focusing on their target niches instead of heavily investing in traditional digital marketing. HubSpot's decision to acquire The Hustle -- a rare acquisition for the marketing/sales/services SaaS company-exemplifies why content will be one of the main differentiators for growth in many sectors.
This helps IaaS, SaaS, and FinTech companies compete in a world where most B2B buyers' journeys are 60%-70%+ over before potential customers are open to conversing with someone in a sales role.
In this context, it's incredibly important for companies that have a strategy and significant investment dedicated to attracting more of the right people, in the right places, at the right time (<<the 70% point), and most of all: in the right context, so their company and team members are seen as the go-to experts in their space.
Are you at an IaaS, SaaS, or FinTech company that depends on third-party cookies as the foundation of your digital advertising and retargeting? How are you preparing for this inevitability? Let me know in the comments box below.
And if you're serious about growing your SaaS, FinTech, or IaaS company to match how modern humans research and make purchase decisions, enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.