Cookie Cutters

In a pretty seismic shift for online advertising, Google has initiated the phased rollout of a game-changing tool: Tracking Protection.

1% of Chrome users globally are being the first to experience this new tool which is restricting third-party cookies as a default.

So what is a third-party cookie, and what does this mean exactly? Well, a third-party cookie is a piece of data placed on a website by someone other than the owner (a third party) to collect user data for the third party. This data tracks your browsing, allowing you to be targeted with personalised ads based on your browsing history.

For marketers who rely heavily on third-party cookies, this will change they way they approach marketing. On a global scale, this transform the digital marketing landscape, and causes businesses to really think about the best way to connect with their audiences.

So what do we think? Well, we think it’s a good idea, and a pivotal moment that’s likely a necessary evolution.

SEO will always be important, but an all-encompassing digital marketing strategy is always going to be key – and that incorporates paid search, display and social ads. Blog posts and emails will also be key to keeping consumers engaged and ready to convert.

Need a hand? We can help!

Digital Ad Spend is Going Down the Drain!

According to this Mumbrella article, in 2023, Australian brands wasted a whopping $4 out of every $10 spent on digital advertising.

We found this data pretty shocking – but not all that surprising.

The report from Next & CO revealed that a total of $6 billion dollars was spent on ads that failed to further digital advertising objectives.

Nearly half of the wasted advertising dollars came from Google ads, comprising 49% of the total. Next on the list, Meta’s Facebook and Instagram platforms saw 41% of the wasted budget.

The retail sector bore the brunt of this inefficiency, followed closely by professional services and finance.

The reason? Well, according to Next & Co Founder, John Vlasakakis, it’s due to a reliance on AI and automation, and not understanding how to use the advertising platforms. He urges a shift towards data-driven decision-making to maximise ROI.

We believe this is likely due to smaller brands and busy business owners attempting to navigate the pretty complex world of digital advertising, without having access to or complete understanding of the sophisticated tools that many agencies have in their kit.

The truth is, the digital advertising world is a complex and fast-moving beast; unless you’re able to dedicate every waking our to understanding, implementing and managing ads across every platform, you’re best to leave it to someone who can.

If need help optimising your digital advertising strategies to turn wasted dollars into meaningful returns, we can help – drop us a line.

We Love Lamb

As marketers, we’re always on the lookout for standout ads that leave a lasting impression, and Meat & Livestock Australia (MLA) has a knack for delivering just that. Who could forget the iconic 1990s ad featuring Naomi Watts choosing a lamb roast dinner with her family over a date with Tom Cruise? This year, MLA’s creative approach takes us on a journey centred around a lamb BBQ, aiming to bridge the gap between different generations.

We love how these MLA ads are able tap into topical events and sentiments. This latest ad is no exception, serving up a delightful blend of humour and relatable stereotypes across every generation. Whether you’re a boomer, millennial, or Gen Z or X, we reckon you’ll get a laugh out of it.  It’s no wonder even the US-based McDonald’s head of social media couldn’t resist reposting it.

Have you seen it? What’s your take on it? Have you stumbled upon any other ads lately that have captured your attention and affection?

You can check it out here.

AI’ll Be Back

In the fast-paced world of marketing, staying ahead of the curve is essential, and in 2024, one trend looms larger than ever: the rise of artificial intelligence (AI). Love it or hate it, AI is here to stay (at least for now) and is already revolutionising the marketing landscape, so it’s crucial to hop on board the AI train before it speeds away. As they say – if you can’t beat ’em, join ’em.

Marketers are harnessing AI’s power in every imaginable facet, from content ideation to research and beyond.  At Lance Montana, we’ve been using AI for years embedded within all facets of our business including for blog post outlines, calendar creation, code copilots, editing, web server automations, DNS monitoring and more.

The exponential growth and evolution of AI seems to be limitless, so you can expect to see significant, fast-moving shifts in the marketing domain and beyond over the next year.

While AI presents a lot of exciting opportunities, it can be easy to think you can automate and forget – which leaves room for errors and inefficiencies. We suggest if you decide to embrace AI, make sure you keep your marketing values and understanding in check too. That way you’ll be able to ensure consistent growth, without losing the ability to understand your market or what’s driving your successes.

We liked this article here for its decent dive into some of the top AI marketing trends of 2024, offering a glimpse into the future of marketing innovation.

Want to see how you can incorporate AI into your marketing schedule? Send us an email or text, or give us a buzz – and our friend AI assistant Hal will direct you to the right person.

You’re Just Our Type

Looking to rebrand? How much importance do you place on the font you use? You might not give it a great deal of thought, but the font you choose can make or break your brand identity. It’s not just about aesthetics; it’s about the message you convey and the impression you give. Does it make your audience want to connect with you? Can they trust you?

We came across this great post which shared some insightful info into the art, science and power of typography, as well as some tips for choosing the right one for your business or project.

Want More Info on Any of the Above?

If you love what we’ve shared above and want to be kept in the loop with our weekly email The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful too, and you can unsubscribe any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, some Google or social ads, print materials or blog posts, we’d love to chat – drop us a line here.