Monthly Marketing Recap

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Our monthly appointment with the best of the latest news from the world of digital marketing is back . In this eighth MMR we will talk about the importance of a hybrid strategy for companies that do advertising, but also about Generation Z, privacy and their relationship with social media, WhatsApp Business, Threads and the European Commission's decision for the adequacy of EU-US data flows.

The Importance of a Hybrid Advertising Strategy
In view of the Cookie Sunset, companies today must adopt an increasingly hybrid approach to the world of advertising . In fact, while third-party cookies have not yet been eliminated, the importance of contextual advertising continues to grow.

Despite the many unknowns in the online privacy landscape, one thing is certain: it will be essential to implement some form of tracking to reach your target audience, as will be understanding the behavio r british student data and interests of users who surf the net.

Of course, while third-party cookies are still active, it is good to continue using them to create audiences linked to users' online searches. However, this type of tracking should only be part of the overall strategy, which must necessarily be enriched with other forms of targeting not based on cookies. Among the most popular options we certainly find predictive contextual technologies , but also targeting by interest groups and alternative identifiers .

So, we can no longer rely on a single targeting and tracking strategy to reach our target audience, especially when considering social advertising and the fact that people increasingly have multiple accounts that they share with different users .

Having two or more accounts, especially on Instagram, is a real must among the youngest. On one hand, we find the public Instagram profile open to all, while on the other, there is the “Finsta” , or “fake Instagram”, shared only with close friends, through which to show a more authentic part of themselves. Therefore, Generation Z has a different attitude to social media, a factor that must necessarily be taken into consideration when creating advertising campaigns aimed at this type of audience.