Good morning, welcome to a brand new week, 

By now, advertisers are well aware anyone relying on third-party cookies to connect with their audiences are going to be left in the dark soon. But, Kyle Henderick, Yes Marketing’s senior director of client services, doesn’t believe the loss of cookies marks the start of a digital marketing apocalypse. He says marketers who have put the time and effort into building deep customer relationships and implemented rich, first-party data for ID resolution are already ahead of the game

“Even if you aren’t this prepared, the death of the third-party cookie still doesn’t have to be the end of the world,” writes Henderick in his latest MarTech Today column, “There is an opportunity as you shift your marketing strategies across the customer lifecycle and get smarter about how you target campaigns and build loyalty.” 

He recommends contextual targeting tactics, focusing on the actual content your audience is consuming versus targeting individuals based on their online behaviors. Other suggestions from Henderick: Implementing loyalty programs to build out valuable data sources and developing single sign-on (SSO) strategies for your website and apps to track users via first-party cookies. 

Are you searching for a B2B automation platform? Email marketing. Lead scoring. Reporting dashboards. CRM integrations. The list of automation capabilities goes on and on. It can be an overwhelming task — trying to find the right solution, at the right cost, that meets your business needs. To lend a helping hand, we’ve put together a comprehensive list of the core features you’ll want to consider when shopping vendors

We’re not finished yet, scroll down to see the cool screen capture tool Zapier is making available for free and the latest martech tool to join Shopify’s app ecosystem.

Amy Gesenhues, 
Senior Editor

 
 
 
Martech Minute
 

ActiveCampaign joins the Shopify App Store and Zapier opens up internal tool to all

ACTIVE AUTOMATION. ActiveCampaign’s email marketing automation solution is now available via the Shopify App Store, giving Shopify merchants access to the customer experience tool from within the Shopify platform. The integration makes it possible for Shopify users to automate messaging and outreach throughout the customer journey — from abandoned cart reminders to upselling and win-back communication campaigns. Why we care: Managing the customer experience is a complex and challenging initiative — even more so without the right automation tools in place. By integrating ActiveCampaign into its app ecosystem, Shopify is giving merchants on its platform access to a tool that can help them personalize their customer communications and quickly elevate their marketing automation efforts. Source: ActiveCampaign 

 

SAY CHEESE. Integration solution Zapier is releasing one of its internal tools for public use. The company announced last week that it was making Zappy, a screen capture tool for macOS users, free for anyone who wants to download it. “It’s built for speed and makes annotations way quicker than futzing with your computer’s built-in tools,” writes Mike Knoop, Head of Zapier Labs. Why we care: Zapier has been a fully-remote company since its start eight years ago, with more than 300 team members working across 17 different time zones — it’s screen capture tool was built specifically to serve its remote staff. Now that remote work is the norm for many technology companies, having access to any tool that helps boost productivity is a win — even better when the tool is available for free. Source: Zapier

 

The future of identity in a cookieless world

Sponsored by Acxiom

In today’s ecosystem, identity doesn’t mean simply “matching” identifiers such as mobile IDs, browser IDs, connected TV IDs, multiple email addresses or location IDs. It requires a more holistic approach to bringing together a unified view of a real person and maintaining that view as information evolves over time.

Learn more here »

 

Free online training with 30+ marketing experts

How will your martech stack and processes be impacted by COVID-19? How can you deliver a personalized user experience without betraying privacy? Get the answers to these and more crucial questions April 21-23 at Discover MarTech!

See the agenda! »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

The Untapped Potential of Conversational AI: Content in Context – MS Wire

Free tool helps manufacturers map where COVID-19 impacts supply chain – TechCrunch

Getting Started With The React Hooks API – Smashing Magazine

Conversion Funnels: Design, Build & Optimize in 3 Steps – VWO Blog

Pandora Chooses Medallia to Understand and Optimize Digital Experience – Multichannel Merchant

OpenX Adds Insurance Line For DSP Payment Defaults – AdExchanger