Marketing as we know it is changing and never going back. So in this video, I'm going to show you what's going to change in marketing in 2020 to not only see, you can be prepared for it, but also how you can visit in yourself to take advantage of all of the amazing opportunities that are coming your way. So let me show you how it's done, starting with one of the biggest and most significant events in all of marketing and the negative impact that it's had on business. But of course, there are also some workarounds and some strategies that may prove to be even more effective than the technology that they're going to be replacing. I am, of course, talking about the death of the pixel and some bad cookies. Yeah, before I dive into the specifics first, a very high level overview of what this whole cookie thing is about. Anyway, here's the deal websites and apps like Facebook and Instagram and Google while they use something called a pixel, which is a tiny piece of code that allows them to place another tiny piece of code on a user's browser or computer that allows them to track store various pieces of data and information about them. Now, in cookies, first came on the scene.
They were originally designed just to help make the browsing experience that much easier and much faster by helping people store basic information and save passwords. But since then, they've evolved or devolved, and they've become sort of this. I don't know what's the word I'm looking for a scapegoat. Yeah, kind of the thing to blame for all of these massive companies and corporations Gathering and storing all of our data, and then selling it to other people. Now for marketers and advisors like myself, these tiny little pieces of code, these pixels in their Associated cookies, or kind of like a dream come true. After all, they've been responsible for allowing us to have laser like Precision with our advertising and marketing targeting, allowing us to Target the exact kind of person that we want, right down to their age, gender and income and occupation, pretty much anything else you can think of. I mean, do you want to reach single moms who live in San Diego who run their own businesses done? How about targeting men in their 20s who are into Quito and Crossfit? You got it. Or do you want to reach people who love peanut butter and jelly sandwiches or Star Wars, or Jiu-Jitsu, or have a strange obsession with Air Jordans? Well, your wish is my command, and that, my friend, is the power of the pixel. But the problem with all of this, of course, is the people on the other end, and how they don't want to necessarily have their every single click and scroll and add to cart, be tracked and measured and then used against them. And it makes sense, right? So that's where we're at today.
The main example of this is Apple coming out with their iOS 14 update, which really limited the amount of tracking and cookies and pixels and all of that technical stuff going on behind the scenes that advertisers were able to use. The result in the biggest case of this was Facebook ads that started really Under reporting conversions and essentially creating campaigns that just weren't delivering the results that people were expecting. So any kind of marketing or advertising campaign that relies on the use of third-party pixels third party. And this kind of tracking is going to suffer and continuing to suffer, and is just going to get worse as we move into the future. Now, Google, they've been a little bit slower to the party, but they have recently updated their timeline on their privacy, sandbox initiative. Now, this privacy sandbox is essentially just Google's way to limit third-party data and third-party cookies and tracking through their Google Chrome browser. So business owners, entrepreneurs and marketers alike will need to plan for it need to start incorporating and baking this into their marketing. Oh, geez, like today, right now. And this means starting to plan for, and look for alternatives to those traditional cookies that we've become just so addicted to. I mean, they are pretty tasty. Of course, there are workarounds to of which are particularly effective right now that I'm going to recommend you move into the first of which is using what I'd like to call old-school ads, and which were once an absolutely horrific lie. Terrible strategy. Yep. I'm talking about old school Facebook lead gen ads, and also messenger ads, which they had their I'm in the Sun for a brief period, but overall we simply could never get them to work as well as we could with those traditional conversion ads, where we were essentially leading someone off of Facebook getting their email address pixel and tracking them. And then, of course, following up with them later. Well, those days are gone.
Where have they returned? Point to the matter is, is that we are now returning to in network advertising. We're starting to use more advertising tools and more marketing tools that are baked right into the platform's themselves in the case of Facebook. Look well, their lead gen ads, which allow someone to enter their information and never leave Facebook or starting to deliver some pretty decent results. And the same goes with messenger ads, which again, allows someone to complete and add fill out some information without ever leaving the platform. The second thing that's working incredibly well, just as it has for the past 10 years or so is none other than email marketing. You see email marketing is a nearly unbeatable strategy. And I say, unbeatable, because it's hard for me to think of a single case in the past ten years or so where I've incorporated or implemented some kind of email marketing strategy with one of my clients. And it has not delivered a return on investment again to my memory. I can't think of a single case where we've not done email marketing either by adding it to a business that is not already using email marketing or taking their existing email marketing and enhancing it, upgrading it, optimizing it, making it better. Well, I can't think of a single time where this has not resulted in an increase in Revenue. The reality is, is that email marketing it? It works works really, really well. And I mean, of course, there are some tracking issues inherent with email marketing as well.
Hi, I was 15 and I was an awkward cough, but I'm actually less concerned with my overall open rates and my overall click-through rates with email marketing, because simply the fact that I'm going to own that asset then have control over access to the audience, or, in this case, my clients having access to Their audience. Well, that alone is enough for me to justify really spending the time in the money, in the energy to build up that email marketing of this. Alright, that's enough about cookies and pixels and stuff like that. Let's move on to the next thing that is definitely changing with marketing in 2022. And that's a shift away from short form content to more long form content. You see, 2021 was all about short form content. At least that's what it looked like. But those of us on the inside, those of us that knew what was really going on. We knew long form content would come back and do so with a Vengeance. This is because if you have a business whose goal is to build up expertise and Authority T & Trust and establish a relationship, well, you're simply not able to do it in the same capacity in a quick 15 second clip, as you are in, say, a three minute video or a five minute video or 15 minute video or longer. Well, we knew this and looks like the social media networks are starting to realize this as well as they're starting to even take their short form content and sort of all of the structures and limitations around that and expand them. For example, Tick-Tock has expanded to three minutes in length, Instagram reels. They get up to 60 seconds in length. And these tiny, almost insignificant, little changes while they show momentum, they show the pendulum swinging back in the direction of longer form content. And again, it just makes sense. Not only is long form content better for the social media networks themselves, because people are more likely to spend more time on the platforms, which allows them to increase their share of time and attention, therefore increase the revenues.
But it's also better for the marketers and for the content creators and for the businesses who are spending the time and energy and money to create this content. Because again, you're simply able to create and to produce and to deliver more value with more time. Alright, the next change is all about AI as in artificial intelligence. Here's the deal as we move into 2022 a. I just keeps getting better right now. There are Services out there like my buddy Dave Rogan Mosers, company Jarvis that uses artificial intelligence to write content for your social media posts or blog website. Pretty much anything you can think of. And when it comes to advertising and you creating and scaling and even split testing ads will not only are there a number of different pieces of software out there that all use artificial intelligence do this, but the actual advertising platforms themselves in the algorithms behind them are only getting more and more advanced as well. Back in the day we back in the day, man, that makes me sound old. In the past, we essentially had to make sure that all of our advertising campaigns were completely dialed in. We had to do extensive market research, really make sure that we had the exact targeting that we wanted it, because otherwise the advertising platform was just going to go and waste all our money. Now, though, depending on what ad platform you use, its kind of set it and forget it. And in fact, by over controlling, and by being too strict with your targeting parameters, you can actually limit your results and end up spending a whole lot more than you need to long story, short, artificial intelligence Ai and ain't going anywhere anytime soon.
Alright.My next point is less of a change, less of a trend with where marketing is going and more of an opportunity for you to really capitalize on one of the mistakes that other marketers and other business owners and other entrepreneurs in your industry are making right now. Here's the deal, as fun as it is to look ahead and rub that crystal ball, try to predict the future and guess what trends and what technologies are going to be present? Well, what really matters when it comes to creating consistent and profitable marketing campaigns is the basics that's right. Those proven fundamentals, those marketing principles that have stood the test of time, and that are just as relevant this year as they were 5 10 20, maybe even even 100 years ago, as Marcus Sheridan wrote in this article for social media, examiner says, most businesses and marketers aren't paying attention to the basics in 2022. Most companies still won't Embrace video, even though they know they should. Most companies, especially B2B, won't discuss cost and pricing considerations of their products or services on their website, even though they should. Most sales and marketing departments still won't be aligned, even though they should be long story short on this one, the basics are kind of boring, kind of unsexy, but it can also be extremely portable and on that note of Basics, but incredibly important and almost obvious facts. Well, video marketing is going to continue to be a very important trend for 2022. Now, I'll admit, it feels incredibly weird to be sitting here right now, talking to you about the importance of video Marketing in 2022.
