Article Update: Despite Google scrapping the deprecation of third-party cookies, privacy initiatives and first-party data should still remain your priority. Everything discussed in the article below is still applicable. As the era of third-party cookies draws to a close, filling the gap in your digital marketing strategy should be the most important task on your to-do list. The shift away from cookies  (forgive us for sounding like a stuck record) will have a significant impact across the entire marketing landscape, and most existing data strategies are not strong enough to withstand the upcoming changes – however hard you might manifest…

Last year, Incubeta Southern Europe were proud to introduce the Digital Academy Internship Programme, a six-month immersive internship offering aspiring marketers a 360° digital marketing experience – and a unique opportunity to learn and grow in different departments within digital marketing. With a minimum commitment of six months, participants gained invaluable work experience with the chance to earn a permanent position at Incubeta. 

For years the main focus of search was the results – or more specifically, the positioning of your brand on the results page. Every business was fighting to get to the top of the SERPs, with first-page ranking being the backbone to search society. However, thanks to Google’s algorithm changes and a rise in consumer awareness, this has since changed. And, rather begrudgingly, we’ve seen the industry pivot towards user experience (UX) – prioritizing user centric content over ranking centric content.

Traditionally, the most successful companies and web shops could successfully collect and purposefully process data. But times are definitely changing. It will become a lot more difficult to do this in the coming years, which means that for many, the foundation of their online marketing strategy could come crashing down. So, what’s the solution?

Let’s start with the basics. Martech, an abbreviation of marketing technology, refers to all the software, platforms, and tools that brands and agencies use to streamline, automate, and analyze the marketing they conduct. Stack procurement is the process of finding and implementing that collection of tools and technologies to aid and deliver on a brand’s needs and goals. 

At Incubeta, I have the pleasure of working with forward-thinking clients who are always seeking a competitive advantage, which also means that I’m frequently exposed to the latest product demos. I find myself constantly immersed in the captivating realm of MarTech, attending exhilarating product demos that showcase the next big tech breakthroughs you never even knew you needed. In this thriving community, yesterday’s startups are fueled by eye watering investments, while last year’s contenders are devoured and reborn with new identities.