The Beat #31 - Rock Content

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Google gives third-party cookies another year

Amazon is mapping its clients' homes

Local SEO

Social Media controversies

Content Marketing for branding

Quote of the week

The Beat | August 12, 2022

Google gives third-party cookies another year

Let's talk about data. Google has postponed the Chrome update that would end cookies until 2024 to the delight of marketers who still rely on third-party data and have been worried about having to change a large part of their strategies. Meanwhile, Amazon just won’t stop launching products that capture massive amounts of data from its customers (with nebulous consent, at the very least). The last one is a vacuum cleaner that maps your home, collecting data so the tech giant can sell you more ads. Creepy, huh? We'll delve into that in this issue of The Beat. Grab your coffee and let’s do this!

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As marketers, we like data. We need it. But we also need to be critical: how far can the capture and use of customer data go? How does one run a data-driven business with responsibility? We will reflect on this in this issue, and also bring you an amazing interview and podcast about Local SEO and branding.

Vitor Peçanha, co-founder of Rock Content.

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Article

Google postponed the deprecation of third-party cookies in Chrome until 2024

By Alina Neves
Global Customer Experience Analyst

Marketers dependent on third-party data can celebrate: Google postponed the third-party cookie-free era by another year, with plans to start phasing them out in 2024. The giant search engine needs more time to test its Privacy Sandbox initiative — a less intrusive solution for delivering targeted advertising. It’s not good news for users’ privacy, but it can help late marketers finally start planning drastic changes to their strategies when our current ads won’t work anymore as they do today. So, are you ready for this moment?

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Article

How far can the capture and use of customer data go? Amazon wants to map its customers' homes with a vacuum cleaner

By Erick Bernard
Digital Marketing Analyst

If you, as a consumer, were already worried about virtual assistants like Alexa collecting more personal data than you'd like... then Amazon's new vacuum might cause you chills: the Roomba vacuum has SmartMaps technology, which literally maps the customer's home. For Amazon, this data intelligence is great for targeting even more precise ads. But as professionals, we have to wonder: how far can the capture and use of customer data go? Is it ethical? We invite you to reflect on that with us.

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It's not the first, nor the last...

It's not the first, nor the last...

Here’s a curiosity about this case: this isn't the first Amazon product to capture and utilize user data inside their homes: Amazon's Ring has provided doorbell images to police without the owners' consent 11 times so far this year.

So, again, we’re left wondering: how far companies can go in terms of collecting data. We discuss that in the full article.

Interview

‘Consumers want to support local businesses, so you need to make their experience easier’

When users seek to find products, services, or businesses in a specific area, what if your brand could be the one appearing in the first position of the SERPs? Enter Local SEO. To talk about this powerful strategy (not just for brick-and-mortar stores, but any kind of business), we invited the expert, Amanda Jordan, for an exclusive interview. Enjoy it!

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Special Guest

Amanda Jordan
Digital Strategy Director at RicketyRoo

Amanda Jordan

Digital Strategy Director at RicketyRoo

Amanda Jordan is the Director of Digital Strategy at RicketyRoo, an agency fully focused on Local SEO. She was elected as one of the best women in SEO to follow by Marie Haynes Consulting. Her more than 10 years of experience includes working with local businesses of all sizes — from enterprise-level multi-location businesses and franchises to small-to-medium sized businesses with one or two locations. When she's not focusing on SEO, she is playing video games with her son or listening to true crime podcasts.

Consumers across the world are becoming increasingly aware of Diversity, Equity and Inclusion (DEI) topics. Black consumers are willing to pay more and prioritize brands that meet their needs, according to data. And we, as marketers, have the obligation to mitigate racial-biased information and to promote racial diversity in the content we create and among the professional landscape. To talk more about it, we invited Natalie Gullatt, founder and president of the Black Marketers Association of America (BMAA), to an exclusive interview.

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Interview

‘Consumers want to support local businesses, so you need to make their experience easier’

Special Guest

Amanda Jordan
Digital Strategy Director at RicketyRoo

Amanda Jordan

Digital Strategy Director at RicketyRoo

Read all content >

Article

Hate speech and fake news still haunt social media platforms

By Ashley Rodriguez
Content Strategist

Do you remember Facebook Papers? The scandal gained global press headlines by revealing a lot of Facebook’s bad practices that harmed its users and even put democracies at risk. Not long after that, Elon Musk, announced his plans to buy Twitter, raising a huge discussion about “freedom of speech”. All this happened at almost the same time that LinkedIn blocked inclusive job posts. In this article, we invite you to reflect on these events. And, more importantly: discuss how we, as marketers, can contribute to building a better social media environment.

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Podcast

Using Content Marketing as a brand-building strategy

The digital environment is stuffed with content from multiple formats. But to create a stronger brand strategy, you must do what is best for you. And Content Marketing is here to help you with that! In this episode, Brianna Dunbar shares her experience as a Marketing professional, digital influencer, entrepreneur, and host of the smash-hit podcast Badass Basic Bitch, surpassing 750k downloads worldwide.

Listen Now >

Special Guest

Brianna Dunbar
Podcaster and Entrepreneur

Born and raised in New York, Brianna Dunbar always had big career goals. She turned her first startup, ZenContent, into a multimillion-dollar business within a few years and sold it in 2016. Since then, she has collaborated with several Fortune 100 companies and has become an industry leader in project management, digital branding, and content creation. In addition to managing BombContent, Brianna is an Austin-based serial entrepreneur; host of the popular podcast, Badass Basic Bitch; a wife; and a mom to three amazing kids.