We all know that video needs to be a part of our sales and marketing in 2020, but there’s no foolproof way to assure that your team members appear confident and smooth on camera.
Being on film becomes more comfortable over time. How can you get over that initial hurdle of nervousness?
In this interview, Alex Winter, IMPACT’s head of video, explains his tips for building confidence when you’re going on camera.
Embracing the learning curve
Alex: Hey everybody.
John: Hi, I’m John Becker, editorial content manager here at IMPACT. Here with Alex Winter, head of video.
It’s 2020 and everybody knows that video has to be a part of your marketing plan, but people are uncomfortable being on camera. It’s just a fact. So we’re going to talk to Alex today about how to make yourself more comfortable when you’re in this position in front of a lens.
Alex, you film people all the time. Why is this process so uncomfortable for so many professionals?
Alex: A lot of people are professional in their niche market, their business, their industry, the things that they’re specific to that they’ve worked in for years and have built their career off of.
That isn’t necessarily acting, or being in front of the camera, or being a newsperson. So it’s not as easy as everyone thinks. Most actors and people that are in film and that are in the industry, they’ve been doing it for years. That’s their trade. That’s their craft. Similar to if construction is your trade or craft, right?
So the biggest piece is getting people to understand the process and trying to get them to wrap their heads around how we capture what we capture and how to get it as genuinely as possible.
And it really just comes down to educating them and getting them to understand all the different steps that we need to take in order to make it a successful shoot.
Learning the process
John: So, what do they need to know about the process?
Alex: In order to get people to feel comfortable, I really walk them through everything. I get very granular with how I do what I do in my process.
All the pre-production leading up to it, we work together to write the scripts or write whatever they’re going to be saying on camera.
I rehearse with them.
I try to practice as much as I can with them just to get them not only to feel comfortable with what they’re going to be speaking about and comfortable with me, but also to get them to just kind of understand how involved of a process it is and that it has to be thought through.
Some people can shoot from the hip. You’re one of those guys. And he really is. He’s one of those guys that you just naturally, the way you are in person is the same way you are on camera.
And for a lot of people, myself included, as soon as the lights and cameras go up, I sort of put on this like, “Oh, everyone’s watching me and I need to say the right words and this and that.” And you start to overthink everything.
So part of is also just building that comfort level and that rapport, so people feel like they can be themselves, and they can be comfortable, and have a conversation like this.
John: Let me pause there for a second. Do you recommend that people rehearse or write scripts? To what extent is that the best practice and to what extent is it better to be extemporaneous and just kind of go with it?
Alex: Great question. And it really comes down to the type of video we’re creating. Rehearsing, I think, is really important, but it again depends on what we’re shooting.
Sometimes it can have the reverse effect. So if you’re trying to get a candid conversation and you’re trying to get genuine commenting or people that just have an interaction like this, scripting it might make it seem rehearsed.
It might make it feel fake or artificial and not be as genuine as it could be.
So in certain scenarios like that, or videos like this, you want to keep it conversational. You don’t want to prep too much because you want it to be candid.
Then, in other situations, and depending on the style of video, it needs to be very matter of fact.
So sometimes we’ll even pull out a teleprompter because people are talking about things that are really technical and there’s so much technicality to what they’re talking about that nobody in their right mind could remember all that succinctly.
So in those situations, it’s great to have a guide for people to see and to remind them of what they’re talking about.
And then in other situations, if there’s a monologue or certain things we want people to say, then rehearsal is important because you want them to practice that and have it ready so that they feel comfortable and confident about the material that they’re going to be discussing.
It really varies depending on the style of video that we’re trying to create.
John: And I would think it would also depend on someone’s comfort level. Some people are going to be able to do something in one take and someone else might feel much more confident if they have a script in front of them or a teleprompter in front of them.
How to dress to impress
John: So, when you know you’re going to be on camera, how do you dress and prepare for that, appearance-wise?
Alex: Yeah. So you definitely want to be mindful of what you’re wearing and it really depends on your audience, too. So you have to think about your audience.
If you’re making a sales style video or something that’s going to speak to your customers, what do you think your customers are going to want to see? And your customer base is important. Are your customers wearing t-shirts and shorts?
So that you need to have a more casual look and feel and it’s that type of demographic.
Or, are you talking to business people in a suit and tie and you need to be much more formal and have a similar attire.
So you really need to think about who you’re speaking to. That’s a big one. And then I always tell people to be true to themselves. Don’t wear something that you wouldn’t normally wear because you’re on camera like you don’t need to wear a ballgown for an interview.
I know that’s an extreme example, but other things I tend to tell people is not to wear heavy patterns. So the cameras nowadays are getting better and better. And technology allows us to shoot in 4K, 6K, even 8K. And the detail, it’s incredible.
But depending on the patterns that you’re wearing, if you have a very flannel pattern shirt, or plaid shirt, or something like that, it can cause some dancing effects to happen, which can be very distracting.
I also tell people to stay away from logos. So if you have a big huge Polo logo or something like that on your shirt, it’s really hard to get the rights and usage from those types of companies. So we try to stay away from that as well.
John: Do you find people show up for shoots with jangly bracelets, or scarves, or other things that might impede sound?
Alex: Absolutely. That’s a really good point. So there are times where people will want to wear jewelry, bracelets, things like that and it can cause a negative effect towards getting clean sound.
I try to work through all these things beforehand.
I try to look at a few different wardrobe options before we come out to shoot, and then I also have the people that are going to be on camera bring a couple of wardrobe options so that we can pick and choose in case something like that happens because some jewelry can look great and can add to the color palette or look and feel you’re going for.
But again, you don’t want it to impede sound. And if someone is very active using their hands when they’re talking and it’s jingling, it’s going to totally ruin your audio. So those are things you’d need to be mindful of for sure.
When the camera starts rolling
John: What about the moment of the camera clicks on? How are you your best once the film is actually rolling?
Alex: Yeah, so that’s a really great question because everyone reacts to the camera differently. Sometimes people really want you to call action and want you to go through the motions because they want to feel like they’re on a film set. And it energizes them and gives them that like, “Action, go.” We’re in the zone right now.
And other people work better not doing that. So there’s sometimes where I’ll even pull tricks if I start to figure out a person’s personality, and I get to know them, and I can tell that when we say action, they tense up and they get a little nervous.
Sometimes I’ll just hit record and I’ll tell my crew to start rolling and I won’t let them know and I’ll just start talking to them. And some of them we’ll be like, “Oh, we’re not rolling yet. I just want to work through this with you.”
And more often than not, that’s the footage and the content that we end up using because it’s genuine to them and they’re not putting on like that, “Oh, okay. Lights are on, cameras on. I need to say things succinctly and go into my SAT word Rolodex and pull out everything that I…”
You know what I mean? So it just keeps it much more candid, which is what we’re really going for.
John: What about when you have to do more than one take? Is it hard for people sometimes to think, “Okay, I have to say that all again”?
Alex: It can be difficult, especially if we’re not doing a conversational interview and they have a script that they have to read, and certain lines that they have to hit, and marks, and things like that. It can be difficult. People can get hung up.
And what I try to do, if we get to a point where you’re on take 10, 11, 12 and you’re starting to look at each other like, “This isn’t coming together.”
And usually after the first couple of takes, because they can’t get it in the first two or three, it tends to, it’s not always the case.
Sometimes you can break the mold, but more often than not, once you start to go down the rabbit hole, there’s no coming back.
So part of that for me is identifying when that’s happening, and stopping, and giving them a chance to catch their breath, get a drink of water, whatever the case may be.
Or there’s other times too where I’ll have them stop and reset at a point where I know we can naturally cut and we can fix it in post.
So let’s get to the end of this section, this sentence, or to get those locked in, and then stop and take a breath, and then I’ll feed you your next lines off camera and keep going that way.
And then as long as you’re not running a single camera — so if you’re running two or three cameras, set up dual system, something like that, then you have edit points to cut back and forth and do some editing magic where your final audience would never know there was any cuts or anything going on like that.
John: So you just mentioned editing and post, and I’ve worked with you long enough to know that post is often the biggest piece of the pie when it comes to making any video.
And I think for people so often it’s like when they see themselves, they’re like, “Do I really sound like that? Do I really look like that?”
How do you recommend people are a part of or not a part of that post-production process?
Should they be the ones kind of being like, “Well I like this take, but not that take.” Or should they be hands-off at that point?
Alex: That’s an interesting question. And again, I think there’s variables that depend on the situation, but I tend to let the decision making happening in the post production workflow fall to the editor.
So rather than letting the client pick and choose, because I know if it was me, I pick apart every little piece of like, “Oh, I didn’t say this right. My hair is not this, that, the other thing.” And you’ll never end up getting a final product.
So I’ve tried to leave that and rely heavily on the editor’s creative skills and ability to tell stories to pull that together and present something to the client or to whoever we’re working with, that they’re going to be happy with.
Obviously, we want revisions and feedback. So clearly if there’s something in there that they don’t like, I want to know about that. But I think what really it comes down to is the pre-production side of it.
So if you can get them prepped. Most of the time if someone hasn’t been on camera before I ask up front, “Have you ever done anything like this before? Do you work in the news industry or have you done anything?”
And if the answer is no, part of our process is I try to get them to practice.
John: Like at home in front of the bathroom mirror?
Alex: I hope they do. Sometimes I’ll even have them record if I’m really not confident or not sure and I can get a sense that someone’s really feeling uneasy.
I try to get them to record themselves, audio and video, so that they can see what they look like, they can hear their voice, they can have that initial, “Is that what I sound like? Is that really what I look like?”
Because everyone does that. I do that. I hear myself all the time and I’m like, “My voice is weird man.”
But it really helps them get a sense of who they are on camera and from a third-party perspective. And then they can see that and study it and go like, “Okay, I didn’t like that I did this, so I have to remember not to do that when I’m actually filming.”
And, “The tone of my voice is too high and I’m kind of dancing around. I need to make sure I kind of mellow myself and calm and it’d be as succinct as I can when I talk.”
John: And it gets them over that sort of initial hurdle?
Alex: Yeah, it gets them over that initial shock and hump.
And sometimes too, we’ll go through an exercise like that, and they’ll see themselves, and they really don’t like it to the point where we can make a decision upfront like, “Okay, this isn’t working. Clearly you’re not comfortable with this.
Who else in your company could be a spokesperson versus you? Because you’re investing a lot of time and money into a project like this.
So the last thing I want is for us to go through all the motions and then not use anything that we’ve created because that would just be a total loss.”
One final piece of advice
John: So do you have one key piece of advice that you give everybody who sits in a chair like this?
Alex: Yeah, that’s the question to ask. I feel like the cliche thing to say is, “Oh, just imagine everyone in their underwear.” Right? Because you hear everyone say that all the time, but there is some truth to that.
So whether you do that or not, whatever you imagined in your head, you need to go to a place that’s going to make you feel comfortable and go like, “We’re all humans. This is something that I know, and that I’m familiar with, and I’m a professional in.
And I have the ability to like explain this and educate a lot of other people and audiences I would never be able to touch on.”
So think of people in their underwear, think of people at a rock concert or whatever you’re comfortable with so that you can get over that initial fear and nervousness.
And it’s very similar to going out on stage or if you’ve ever presented, or spoke publicly, or anything like that.
That minute or two before you go out in front of everybody, at least for me, it’s like the butterflies and sweaty palms and you’re a little nervous, but within 30 seconds of starting, at least for me, you settle in and you’re like, “Okay, I’m good.” And then you’re fine.
So it’s the same thing being on camera. You need to just get over that initial hump. And then once you’re in the zone, then it’s hopefully smooth sailing from there.
See you next time!
John: Awesome. So we’re hoping what you take away from this is that being on camera doesn’t have to be as scary as you might think.
Alex: Yeah. With some practice and with some coaching, I believe anybody can be on camera, yourself included. So if you have any questions about how to act or how to be on camera, you will need any tips or tricks you want to ask me, any other questions, I love talking about filming video.
And John is also an incredible writer, so hit us up. We’d love to discuss anything to help you and your next production be the best that it can be.
Top 10 Cincinnati News Websites To Follow in 2020 (US State)
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Cincinnati News Websites
Cincinnati, Ohio, United States About Website Enquirer Media has been providing news, sports and entertainment coverage in Greater Cincinnati for 174 years. Breaking Cincinnati news, traffic, weather and local headlines from The Cincinnati Enquirer newspaper. Frequency 25 posts / day Website cincinnati.com
Facebook fans 172.3K ⋅ Twitter followers 146.6K ⋅ Instagram Followers 50.3K ⋅ Social Engagement 310ⓘ ⋅ Domain Authority 83ⓘ ⋅ Alexa Rank 25.1Kⓘ
Cincinnati, Ohio, United States About Website WLWT.com is leading the way with Cincinnati breaking news, weather and important local news coverage. Look to WLWT for political coverage, viral videos and more from Cincinnati’s NBC affiliate. Frequency 30 posts / dayAlso in Ohio News Websites Website wlwt.com
Facebook fans 401.4K ⋅ Twitter followers 132.4K ⋅ Social Engagement 481ⓘ ⋅ Domain Authority 78ⓘ ⋅ Alexa Rank 49.3Kⓘ
3. WCPO 9
Cincinnati, Ohio, United States About Website Get Local News, National News, Video, Government and Politics News, Business News, Crime and Justice News, Education News, Health News, Ohio News, Kentucky News, US and World News, Obituaries, Traffic, Sports, Cincinnati, Ohio, Northern Kentucky, Indiana, WCPO 9 News on WCPO.com Frequency 13 posts / day Website wcpo.com
Facebook fans 311.8K ⋅ Twitter followers 199K ⋅ Instagram Followers 44.1K ⋅ Social Engagement 564ⓘ ⋅ Domain Authority 80ⓘ ⋅ Alexa Rank 67.8Kⓘ
Cincinnati, Ohio, United States About Website An online publication about the people and places moving Cincinnati forward with news about tech, entrepreneurship, arts, innovation, neighborhood development news and more. Frequency 2 posts / week Website soapboxmedia.com
Facebook fans 7.8K ⋅ Twitter followers 14.4K ⋅ Instagram Followers 1.6K ⋅ Social Engagement 41ⓘ ⋅ Domain Authority 52ⓘ ⋅ Alexa Rank 1.2Mⓘ
Cincinnati, Ohio, United States About Website CityBeat Cincinnati provides updates on the latest News, Voice, Music, Arts & Culture, News, Food & Drink. Frequency 23 posts / week Website citybeat.com
Facebook fans 64.2K ⋅ Twitter followers 45.1K ⋅ Instagram Followers 50.3K ⋅ Domain Authority 63ⓘ ⋅ Alexa Rank 204.5Kⓘ
6. 91.7 WVXU
Cincinnati, Ohio, United States About Website 91.7 WVXU connects you to a world of ideas with NPR, local news from our award-winning news team, and music/entertainment programs heard only on public radio. WVXU keeps you up to date on current happening 24/7 in Cincinnati. Frequency 20 posts / day Website wvxu.org
Facebook fans 12.6K ⋅ Twitter followers 24.6K ⋅ Domain Authority 64ⓘ ⋅ Alexa Rank 264.3Kⓘ
Cincinnati, Ohio, United States About Website Cincinnati Magazine is the definitive guide to living well in Greater Cincinnati, connecting sophisticated, educated readers with the region’s most interesting people, cultural issues, food, arts, fashion, news and history via print, digital, and events. Frequency 3 posts / week Website cincinnatimagazine.com/categ..
Facebook fans 25.9K ⋅ Twitter followers 41.6K ⋅ Instagram Followers 36.8K ⋅ Social Engagement 242 ⋅ Domain Authority 59 ⋅ Alexa Rank 425.3K
The post Top 10 Cincinnati News Websites To Follow in 2020 (US State) appeared first on Feedspot Blog.
The High-Tech CMO’s Marketing Imperatives For 2020
Everyone is talking about the importance of customer experience across the marketing landscape, and CMOs in the high-tech vertical seem to be feeling the most pressure. In high-tech, customer experience is fundamental, as it relates to the experience that a company’s products deliver to its users. But these days, customer experience must extend well beyond products to encompass every touchpoint along a customer’s path to purchase and beyond — and must do so in real-time.
High-tech CMOs are expected to make the total customer experience come alive, but the hurdles to these end-to-end experiences are significant. Most high-tech companies today operate in a far more complex environment than other verticals because they are global, multi-product and often cut across both B2B and B2C organizations. Furthermore, high-tech enterprises tend to be disproportionately affected by new data privacy laws, all while maintaining a faster pace of change than any other vertical on the planet.
In pursuing their current transformation agendas, high-tech CMOs are challenged by budget constraints, security risks, lack of resources and an explosion of tech vendor options, to name a few obstacles. But the solution to creating a great total customer experience is not about finding more money or choosing the right technology, but rather prioritizing initiatives for the greatest long-term gains and making the most out of what high-tech marketing departments already have. Let’s take a closer look at the current imperatives for marketers operating in the high-tech space today.
Total Customer Experience Requires Identity
The journey toward a seamless and immersive customer experience doesn’t happen overnight, but high-tech CMOs can make significant progress in the short-term if they commit to mastering customer identity within their organizations. In high-tech especially, identity is a crucial linchpin to delivering a holistic and relevant customer experience, particularly given disparate data sets and privacy law limitations on data use. As the age of the cookie comes to an end, it is critical that a new and stronger foundation is established for effective cross-channel, cross-device marketing that can lead to true competitive advantage.
Having a single identifier to recognize customers and prospects across the marketing and database spectrum is essential to remaining relevant in today’s fast-paced tech space. High-tech companies have a number of options for pursuing customer identity. Whether they choose to manage it in-house or through vendors, it is vital for CMOs to seek identity partners that are agile and are flexible of the high-tech industry. That means seeking global partners that have expertise across B2B and B2C businesses, a deep understanding of privacy laws and hybrid models that can accommodate the spectrum of outsourcing and in-housing preferences.
Injecting Flexibility Into Sourcing Strategies
Above all, high-tech CMOs must seek solutions that allow them to optimize links across their disparate data sets to create a layer of persistent IDs that can act as a strong connecting foundation for an end-to-end customer experience. That means simultaneously transforming a high-tech organization’s sourcing strategy to inject more flexibility and reactivity into this important process.
Due to the global, multi-faceted, multi-product nature of high-tech businesses, most organizations already engage in rationalization exercises that attempt to bring more consistency to their sourcing abilities. The next challenge is to find partners that can enable organizations to not just rationalize costs and operate globally, but that can also provide options and engagement models that help them transform in a flexible and modular way. After all, the only constant in the high-tech vertical is change. Partners to these companies must likewise be able to adapt constantly and show transformation progress, while simultaneously being able to ensure “business as usual” is getting done.
Today’s high-tech companies are built on foundations of innovation. Because they were the first movers in adopting comprehensive tech stacks, they face an even greater burden when it comes to transforming these stacks to enable a great total customer experience. As competition increases, high-tech CMOs must prioritize the rationalization of both costs and vendor lists. In doing so, they must set their sights on achieving not only scope and depth in their ability to understand customer identity but also the competence and flexibility to keep pace in a landscape where the pace of change continues to accelerate.
Sylvain Panzani is Merkle’s Growth Strategy and Operations Officer. Previously, he served as and SVP and Client Partner in the High Tech Vertical Group, focused on delivering value for a selected set of B2B and High Tech customers. He has extensive experience in both strategy consulting and operational marketing in multinational B2B and B2C corporations. Sylvain has served in multiple leadership and operational marketing roles in diverse areas such as Business Intelligence, Field Marketing, Marketing Operations, Campaigns and Programs, for both B2C and B2C. He is the former head of Marketing for France at Dell for Consumer and Small Business, and of European Marketing Operations for Dell.
Uday Nayar is the Vice President of Client Strategy at Merkle. He serves as the Americas strategy lead for Merkle’s Performance Media and CRM capabilities. Prior to joining Merkle, Nayar held positions in digital strategy and account management at large agencies like OgilvyOne and Digitas, where he led Fortune 500 client engagements across Technology, Financial Services, Insurance, and Retail industries. Nayar holds an Economics degree from the Delhi University, and an MBA from the Simon Graduate School of Business, University of Rochester.
Key insights: COVID-19 continues to impact consumer behavior, marketing spend and the marketing mix
- According to Amperity COVID-19 Retail Monitor, who tracked consumer behavior across categories and channels from 100 North American retail brands, overall retail demand is down 90%.
- eMarketer’s data shows the best use of ad spend at the moment is PPC, followed by email marketing and regional advertising.
- Not surprisingly, a new report from streaming media intelligence provider Conviva – finds that streaming during the pandemic has climbed sharply (26%) in the U.S.
- Global Web Index found that – while almost 45% of global consumers are devoting more time to social media – over 10% are also creating and uploading videos themselves.
- 40% of organizations potentially spending more on software can also be an opportunity for ideally placed vendors to solidify themselves within the longer-term business trends caused by the immediate crisis.
- We have noticed that any of our articles that tackle the topic of coronavirus tend to have over 400% more engagement.
Understandably there is a lot of info out there right now talking about the effect COVID-19 has had on various sectors and businesses and how you should be dealing with it.
Rather than adding to the clutter in your inbox with our own findings we have decided to help and compile all the data out there making the rounds. So here you go:
According to Amperity COVID-19 Retail Monitor, who tracked consumer behavior across categories and channels from 100 North American retail brands, overall retail demand is down 90%. The losses are mainly driven by closure of retail stores, however online revenue is also down 74%.
It isn’t all doom and gloom though as the Health & Beauty has shown consistent growth of 19.28%. There has been a considerable shift towards higher-priced products in health and beauty, which has led to the sector’s strong performance.
Food & Beverage declined by 20.38% after panic-buying slowed down.
Social sees 2-day improvement, overtaking email as the most resilient non-organic marketing channel.
According to a forecast from eMarketer, global worldwide ad spend is currently down $20B from the beginning of the year.
However, rather than stopping ad spend, marketers need to refocus ad spend on key areas of streaming, gaming or online food delivery.
eMarketer’s data shows the best use of ad spend at the moment is PPC, followed by email marketing and regional advertising.
Global streaming during COVID-19
Not surprisingly, a new report from streaming media intelligence provider Conviva – finds that streaming during the pandemic has climbed sharply (26%) in the U.S.
The increase in daytime viewing more clearly reflects the boost in stay-at-home behavior: the 10AM to 5PM window increased 39 percent between March 9 and 23.
Early morning hours are also up 26 percent, and pre-primetime fringe rose 20 percent. Interestingly, the only drop – a negligible 2 percent down – was in primetime.
For streaming video providers and advertisers, a key question is whether these bumps will carry over in any degree once the pandemic subsides.
“We anticipate streaming providers will retain new viewers long after the coronavirus has ended,” Conviva CEO Bill Demas said in a statement, “as viewers embrace the variety and flexibility of the medium.”
From the Conviva report
Messaging strategy during COVID-19
Messaging strategy remains important. As per research American Association of Advertising Agencies (4As):
- 43% of consumers find it reassuring to hear from brands they “know and trust” as COVID-19 pandemic spreads.
- 40% want to know how companies are responding to the coronavirus pandemic
- 15% say they don’t want to hear from companies at the current time
- 43% of consumers believe coronavirus messages from retailers sound too similar and “are losing their impact.”
Companies especially need to be cautious about communicating with inactive customers and customers they have not communicated with recently.
Potential mediums to communicate with stakeholders (in addition to email) are Social media, online video and podcasts.
Global Web Index found that – while almost 45% of global consumers are devoting more time to social media – over 10% are also creating and uploading videos themselves.
Brands can help people as they turn their homes into offices, schools, gyms, restaurants, leisure and entertainment spaces to learn, laugh and live in.
Brands can amplify the ‘stay at home’ message, in a correct and creative way. – esp. in places like the UK and US where there are lots of restrictions.
It is important to have a human-first rather than consumer-led approach in your messaging.
How COVID-19 will impact B2B tech spending?
According to new research by TrustRadius, many companies in the tech industry are bracing themselves for a broader economic decline. 18% anticipate that their companies will be spending less on software—a surprisingly low figure given the disruption to personal and professional lives that coronavirus has caused already.
The fact that 66% of respondents expect unchanged or increased spending is more positive than many in the tech industry would expect. (This could of course change as the economic impact of the pandemic is better understood.)
40% of organizations potentially spending more on software can also be an opportunity for ideally placed vendors to solidify themselves within the longer-term business trends caused by the immediate crisis.
Speaking to the Executive Director in Corporate Technology of an American multinational cosmetics company, we found that remote working is making them finetune their tech communication on the internal and external front.
The entire notion of having a 360 degree view of the consumer is front of mind for them and current tech projects are in play to look at the best ways to capture this. They are currently investing in consulting tech and paid media.
What are people reading on ClickZ?
Obviously COVID-19 remains the most sought after topic right now. We have noticed that any of our articles that tackle the topic of coronavirus tend to have over 400% more engagement. People are keen on getting insights on COVID-19 and its impact on various sectors, businesses, verticals.
Our readers are also interested in content that can help them optimize performance and conversions. Another topic which our readers seem to love at the moment is the death of the third-party cookies and how business will survive after it is phased out.
As of this month, Google has implemented a new secure-by-default model for cookies, enabled by a new cookie classification system.
This system will stop sending third-party cookies in cross-site requests unless the cookies are secure and flagged through SameSite, which is meant to prevent the browser from sending the cookie along with cross-site requests.
While SameSite is not a particularly new concept, this will be the first time a secure cookie flag will be a requirement for those using Chrome — not just a best practice, as it has been up until now.
Google implemented these new requirements with Chrome 80 on February 4 as the first step in a larger multi-year plan to phase out support for third-party cookies, leaving the ad tech and martech industry with just a few weeks left to make the necessary tweaks to ensure their cookies continue to function properly.
The post Key insights: COVID-19 continues to impact consumer behavior, marketing spend and the marketing mix appeared first on ClickZ.
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