Why the Convergence of AI, Privacy and Cookie Deprecation in 2024 will Bring Stability to the Marketing Industry – The CMO Whisperer’s Friday Fast Five

Friday means Friday Fast Five… let’s go!  


  • Why the Convergence of AI, Privacy and Cookie Deprecation in 2024 will Bring Stability to the Marketing Industry

Source: Digiday   

Why you need to read it: Anything to do with AI these days is, at the very least, giving a quick scan. This piece, however, is worthy of a full read. Why? It’s an interview with general manager of audience solutions at Dun & Bradstreet, about how the trends of AI and being privacy-first will collide with the cookie deprecation in 2024 and what it means for the industry moving forward. 

What you need to learn from it: Among others, the fact that, as the GM said, “AI isn’t a replacement for third-party cookies, but it’s the essential accelerant and enabler of the technologies, tactics and processes that are ultimately going to bridge the gap.”  

You also want to check out what the legend himself, Sir Martin Sorrell, believes are the 5 biggest ways AI will change marketing. Earlier this year he was a guest on Uncensored CMO hosted by System1’s Chief Customer Officer, Jon Evans.  

Click here to read the full article. 

TL;DR: “The collective work that’s gone into cookieless solutions, AI and data privacy compliance will begin to coalesce in a way that will pave a smoother road for brands, agencies and partners alike. As an industry, we must continue to press forward together.”  


  • What Would Happen if you Stopped Marketing 

Source: Forbes 

Why you need to read it: If for no other reason, the title alone draws you in with its doomsday-esque query. While some may think it’s hyperbole or click-bait, I assure you it is not and in fact raises some very interesting points to get one to imagine a world without marketing.  

What you need to learn from it: The author deftly and directly – not an easy double play to pull off, points his arrow directly at others in the c-suite, namely CEOs who think they understand marketing because, after all, they’re consumers, too. I can absolutely see some CEOs being taken aback to which I say, good. They need to know what they don’t know: marketing.  

Click here to read the full article. 

TL;DR: No one is actually going to stop marketing. The point is to get non-marketers to acknowledge the fact that they don’t understand marketing and the sooner they understand this, the better.  


  • 5 Metrics for Measuring the Success of Emotional Marketing

Source: Colorado Business   

Why you need to read it: Well, as we like to say around here, the more people feel, the more they buy so anytime you can up your emotional marketing game, the better.  

What you need to learn from it: While it’s worth noting that 3 in 10 marketers report significant profit gains when using emotional marketing, it’s equally worth noting that when it comes to this type of marketing, it goes way beyond website traffic, as one KPI. On the contrary, brands are also delving into the “potency of trigger words through A/B testing, understanding psychographics, and navigating a vast sea of internet comments and user-generated content. 

Click here to read the full article. 

TL;DR: “Understanding the importance of real human emotion in a world increasingly dominated by AI is crucial in succeeding at emotional marketing. It’s not enough to understand statistics and algorithms; you must also grasp the essence of emotional authenticity. Authenticity is what sets you apart in a sea of AI-generated content.” 


  • Razorfish Study Reveals Baby Boomers’ Strong Technology Affinity

Source: Martech Cube  

Why you need to read it: This line from the piece should be all the reason you need to read this: “Despite Boomers’ affluence and affinity for technology and digital experiences, just 6% of marketers identify the cohort as a part of their marketing initiatives, with most opting to ‘age down’ their brand.” 

What you need to learn from it: If you want to skip down to the TL;DR section feel free but the fact is this demographic is massively underserved despite having enormous spending power. So words to the wise, if you’re a brand and boomers are in your target zone, it’s time to get to getting.  

Click here to read the full article. 

TL;DR: “When you think about the fact that Boomers hold nearly 50% of total U.S. assets and account for more than 20% of spending, there’s a massive opportunity for brands and marketers to engage with them more deeply through digital channels.” 


  • Why Advertisers are Excited about Attention Metrics 

Source: Marketing Brew  

Why you need to read it: Because being able to accurately measure how much attention a given ad receives has long been the holy grail for advertisers. It may finally be possible to measure the amount of attention given to an ad.  

What you need to learn from it: Major brands such as AB InBev, Coca-Cola, Mars, and Kia are using campaigns with attention metrics embedded; metrics that are grounded in eye-tracking data, which is pulled from panels and studies. 

Click here to read the full article. 

TL;DR: “The amount of attention you pay to something is an outcome of the quality of the media, the creative, and the audience. The outcome that advertisers should be focused on is the amount of sales they get, and they should be using attention as an input.” 

It’s hardly breaking news to say that one way to get and keep consumers’ attention is by reaching them on an emotional level because, as we say all the time: The more people feel, the more they buy.  

The reason so many of the world’s biggest brands work with System1 is because we predict sales and growth impacts by measuring emotion, letting you make ads that entertain for commercial gain. 

Let us show you how.