Website tagging is a more critical element of first-party data capture and digital measurement as the industry moves closer to the phase-out of third-party cookies, according to Karen Stocks, VP of Global Measurement at Google. In an interview in CM sister pub AdExchanger, she stressed the need for marketers to prioritize tag management during this transition.

Third-party cookies have functioned as a kind of “backup” for collecting valuable information when a good tagging setup is not in place. However, come 2024, that system will no longer exist. “Tagging has been around for so long that people kind of glaze over when they talk about it. It’s been in the background. But it needs to come to the forefront of the conversation about what durable measurement looks like in the future,” she said.
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In light of the looming demise of third-party cookies in 2024, marketers are tapping other tools to learn about their audiences and reach consumers most likely to purchase their products and services. A solid content-based marketing strategy—which entails letting the content show you where to reach customers as opposed to cookies—is emerging as a more viable option for locating and converting high-intent shoppers, according to a column in Multichannel Merchant.

Serving up content to high-intent consumers at the right place and at the right time first requires understanding where to find these shoppers by pinpointing the best traffic sources. For instance, someone who researches a product in detail, compares prices and reads reviews is further along the buyer journey and more likely to complete a purchase than a consumer who finds your product through search. Placing ads on such sites can help reinforce messaging at key moments and potentially influence buyer decisions.
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ICYMI: here’s a replay of our chat with SheaMoisture CMO Taydra Mitchell Jackson on LinkedIn earlier this week, which touched on the inspiration for the brand’s “Black Men Love” digital campaign, the success of its men’s product business and engagement through consumer experiences. Plus, check out her best advice for aspiring CMOs.
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Chief Marketer kicked off its inaugural Brands on Fire Linkedin Live earlier this week, featuring a conversation with SheaMoisture CMO Taydra Mitchell Jackson about its recent “Black Men Love” video series and campaign, purpose-driven marketing tactics, the success of its men’s product business, and much more. The monthly editorial series highlights the brands and the people that are shaping, pushing and disrupting the industry. (ICYMI: our first Marketers on Fire discussion with former Dickies CMO Sarah Crockett.)

Our chat with Mitchell Jackson on Thursday delved deep into the brand’s “Black Men Love” campaign—its inspiration, ideation, partnerships and passion. The marketing chief also shared what it takes to land a role in the C-suite. For the aspiring CMOs out there, here’s her best advice.

1. Bring the Passion

“You have to have a love for the business that you do or that you aspire to do. That might sound really fundamental, but there’s so much that goes into showing up for these roles and jobs, whether you are an entrepreneur, you’re building your own business and you want to be your own CMO, whether you want to be the CMO of a company like Shea, or you aspire to have even larger aspirations—you have to have a love for what you do. And it has to be a love for it in breadth and depth.”
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