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Marketing
May 27, 2021

Snowflake Launches “Powered By Snowflake” Program

<!-- wp:paragraph --><p><strong>King James Digital</strong></p><!-- /wp:paragraph --><!-- wp:image {"align":"right","id":146167,"sizeSlug":"medium","linkDestination":"none"} --><div class="wp-block-image"><figure class="alignright size-medium"><img src="https://cover.co.za/wp-content/uploads/2021/05/Ryan-Sauer-5009-Edit-V2-211x300.jpeg" alt="" class="wp-image-146167"/></figure></div><!-- /wp:image --><!-- wp:paragraph --><p>The hot topic in marketing departments and digital agencies right now is,&nbsp;what is next in a cookie-less world?&nbsp;Without third-party cookies&nbsp;to guide&nbsp;digital marketing strategies&nbsp;how are we going to get the job done?</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>According to <strong>Ryan Sauer, Managing Director at&nbsp;<a href="https://www.kingjames.digital/" target="_blank" rel="noreferrer noopener">King James Digital</a></strong>, a Johannesburg-based&nbsp;digital&nbsp;media and&nbsp;marketing&nbsp;agency: “<em>We are venturing into unknown territory, and what we are seeing across the board, is a massive drive to acquire, segment, store and plan communications to a client database as quickly as possible. At King James Digital, we have already begun accessing 1<sup>st</sup>&nbsp;party data, which is the collection of user identifiable data in the form of a submit form or opt in by a current or potential client that allows you to legally engage that client with further communication whether by email, SMS or telephonic communication.</em>”&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>Sauer believes that with the implementation of POPIA coming in July 2021, there is even more motivation to help clients ensure they have a plan of how they will store, segment and use valuable client data. He believes that email marketing is still a very powerful asynchronous method of communication with one's customers.  </p><!-- /wp:paragraph --><!-- wp:paragraph --><p>Greg Phillips,&nbsp;Chief Executive Officer&nbsp;of leading email communications agency,&nbsp;<a href="https://www.touchbasepro.com/" target="_blank" rel="noreferrer noopener">TouchBasePro</a>, agrees&nbsp;that&nbsp;while this is going to be best way to&nbsp;maintain&nbsp;client data&nbsp;ensuring that your message stands out is going to be what will eventually matter.&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>Phillips says:<em>&nbsp;“Getting your message and brand to stand out amongst all the other clutter requires that you make use of the tools and data available.&nbsp;At&nbsp;TouchBasePro&nbsp;we are seeing an increasing number of customers moving to hyper-personalised&nbsp;email sending. Due to the content within these emails having a far deeper level of&nbsp;personalisation, articles, news topics and content are tailored to each recipient's interests, creating an ideal audience of one. This drives subscriber engagement and eradicates the need to send a multitude of emails. Machine learning and predictive algorithms, coupled with data-based&nbsp;personalisation, are becoming key drivers to increasing email engagement even further</em>."&nbsp;&nbsp;&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>Phillips advises that when comparing marketing channels that convert or generate business, it is critical to look at the bottom line and use the channel that will bring in the most amount of revenue, at the least amount of money spent.&nbsp;Recent studies on email ROI agree that email communication, with its lower cost of execution, boasts an average return on investment of around R38 for every R1 spent on marketing. (<a href="https://blog.hubspot.com/marketing/email-marketing-stats" target="_blank" rel="noreferrer noopener">HubSpot</a>).&nbsp;&nbsp;&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>“<em>We see marketing teams spending more and more of their budget into growing their email database in order to create their own channel of communication. Being able to achieve these impressive metrics for email communication requires that the email being sent has been crafted professionally, executed at the right time, and is relevant to the person receiving it. Get these three things right and you will be onto a winning formula,</em>" adds Phillips.&nbsp;&nbsp;&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>What is going to become apparent is that first party data, and the ability to push a message to a person's device or inbox is becoming a critical mechanic that most, if not all, marketing teams will need in a&nbsp;third-party&nbsp;cookie-less&nbsp;world.&nbsp;&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>“<em>Nurturing emails that are hyper&nbsp;personalised&nbsp;will be the way of the future.”</em>&nbsp;says Sauer.&nbsp;<em>“We are working with our clients to generate the opt-ins and then working with&nbsp;TouchbasePro&nbsp;to ensure we nurture and enhance these customers to measure ROAS and ROI from 2 integrated channels.”</em>&nbsp;&nbsp;</p><!-- /wp:paragraph --><!-- wp:paragraph --><p>Whilst email has always been a part of the digital marketing mix, with the death of the cookie, marketers will need to focus on the customer of the future and how to effectively engage them. Content will remain king, and cleverly curated, tailored content that is relevant will produce&nbsp;the most&nbsp;favourable results.&nbsp;</p><!-- /wp:paragraph -->

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