Audience-based marketing without cookies
How M&T Bank modernized its marketing approach with an audience-based strategy that doesn't depend on third-party cookies
Google has made several announecements about third-party cookies in Chrome, keeping marketers on their toes for almost four years.
While the plans to scrap third-party cookies by 2024 are now on hold, those in CX and marketing have learned some difficult lessons that have demonstrated the power of a diversiffied marketing and engagement strategy.
Chris O’Brien, SVP, senior product management at M&T Bank, spoke at All Access Customer Communications Management on how using an audience-based strategy which prioritizes identity can modernize marketing campaigns and prepare businesses for the future regardless of whether third-party cookies will be around.
In his session O’Brien offered advice on delivering value to customers with curriculums, taking an audience-first approach and tying this to value and the importance of customer journey mapping.
Click here to read more about the key takeaways from All Access Customer Communications Management
