The document discusses digital marketing trends for 2021, focusing on consumer privacy and the implications of changing data regulations like CCPA and GDPR. It emphasizes the need for marketers to adapt their strategies towards first-party data and personalization amidst the decline of third-party cookies. Key takeaways include reframing focus on relevance, understanding customer nuances, and leveraging on-platform signals to future-proof marketing plans.

2. A Fork in the Advertising Road
2021 Digital Marketing Trends
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3. Your Presenters.
Matthew Strelitz
Digital Strategist
Miami HEAT
Kiril Kirov
Digital Marketing Manager
Falcon.io
@kiril-kirov
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@MatthewStrelitz
@MiamiHEAT
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4. Our Agenda.
Consumer privacy: the wind of change
Cookies & personalization
Adapting your digital strategies
Takeways
Q&A
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5. Recording & Slides
Available on-demand and sent to you in a FUP e-mail.
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6. Cast your vote on-screen.
Q: Are you comfortable with the way your
personal data is treated online?

7. “76% of internet users are not
comfortable with how tech companies are
handling their personal data — and over
25% are using ad blockers.“
It all starts with the consumers…

8. … and spirals down to us (marketers)
Consumers
Demand control
and transparency
Legislators
CCPA & GDPR
enforce compliance
Brands &
Platforms
Affecting the way data is
collected & aggregated
Marketers &
Advertisers
Adapt to the ever-
changing landscape

9. Cookies.
Our cheat code to
personalization.

10. Implications: First-Party & Third-Party
1P Retargeting
Re-engage customers, CRM
lists, in-app activity, site visitors,
and app users that have directly
interacted with products or ads
3P Prospecting
Target e
ff
ectively and provide
personalize user journeys
even for audiences who
haven’t engaged with you
Analytics & Web
Provide personalized
experience on-site, save
preferences
3P Retargeting
Further enrich
fi
rst-party
audiences with behavioural or
contextual signals collected on
web and in-app
1P Prospecting
Build Lookalike Building based
on on-site behavior, CRM,
social engagement
Tracking & Optimization
Allow us to optimize e
ff
ectively
and build complex attribution
models

11. The sunset of 3P cookies
IOS14 disables 3P
cookies by default
Google to phase out
3P cookies in Chrome by 2022

12. ADAPTING YOUR
DIGITAL STRATEGY

13. Personalization → Relevance → Results
#1. Reframe the focus

14. Relevance
Message/Medium
P
r
o
d
u
c
t
/
S
e
r
v
i
c
e
P
e
r
s
o
n
/
A
u
d
i
e
n
c
e
Relevance Triangles
HI>AI
#2. Find your triangles (△)

15. • Download historical performance data
• Benchmark KPIs and examine AI-formed biases
• Infuse into human-formed marketing strategies
• Relevance Triangles for customer segments
#3 Understand Your Customers
Embrace the nuance.

16. • Speak directly to your tribe (IYKYK)
• Use what you know: location, time/day,
gender, age, customer/prospect
• #LateNightCrave
#4. Explore Contextual Relevance
Iterate on audience nuances.

17. • Compliance, transparency, clarity
• Incentivize self-identi
fi
cation
• Data acquisition beyond PII/contact info
• Building for reciprocity: B2C → C2B → ∞
#5. Prioritize First-Party Data
Foundation for the future.

18. Personalization → Relevance → Results
Preserving Personalization

19. •Help is on the way
•Make the most out of on-platform signals
•Video views, lead forms, recently engaged,
Canvas (Instant Experience)
#6. Rewiring Personalization
On-platform signals.

20. FUTURE-PROOFING
YOUR PLANS

21. Recap: Future-proo
fi
ng your marketing plan
Key Takeaways.
1. Reframe the focus; solve for relevance
2. Relevance triangles (▵); HI>AI
3. Understand your customers; learn from AI
4. Contextual relevance; nuanced relevance triangles
5. Prioritize 1P data acquisition; B2C reciprocity
6. Make the most of on-platform signals

22. Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.
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23. Virtual Summit
Veena Ramakrishnan
Content Marketing Specialist
Falcon.io
10:00 The Rising Tide of Social Commerce
Liat Karpel Gurwicz
Head of eCommerce Marketing
Wix
Tomorrow

24. @falconIO
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